Today, we’re looking at a commonly missed opportunity many therapists overlook; professional photography. As you know, we create stunning, conversion-optimized websites for therapists. If there’s one thing that can drag down the overall impact of beautiful web design, it’s low-quality images.
At the core of your online marketing efforts is crafting the best possible first impressions. For most clients seeking therapy, it all begins with the photo.
The All-Important Headshot
When we talk about professional photography, I’m primarily referring to headshots (ie: photos of you from the shoulders up). Take a quick look through your LinkedIn feed and you’ll see a variety of choices for people’s profile thumbnail. It’s pretty much a report card of those who care about their career and those who can’t be bothered.
You might be thinking, “Headshots!? My acting days are far behind me” but the importance of a high quality picture with proper lighting & composition goes far beyond aspirations for the silver screen.
A Face You Can Trust
I’ve been in the digital marketing universe for over 20 years and worked with thousands of companies across all industries. I can’t imagine a sector where a headshot is more impactful than the mental health / medical space.
Whether we like it or not, people make split-second judgements online—especially when it comes to the care of their mind & body. When searching for a new provider of psychotherapy services, trust begins with a headshot.
Through a single picture of your face, you can exude trust, approachability and credibility to curious clients. It says a lot that you invested the time and energy into professional photography and people pick up on that, whether consciously or not.
The Foundation of Your Personal Brand
In online marketing, your personal brand is the equity your name (and face) have built. Much like big corporations, people need to be mindful of professionalism, consistency and recognition as well.
A good headshot is just as crucial to your brand image as your logo or website. Your photo entices clients to learn more while repetition creates a natural association with their problem and your solutions.
Personal branding should be a top priority for all therapists because it helps you (and your practice) accomplish the following:
- Build Trust & Credibility
Trust is such an influential factor when a client is considering your services. Show them you’re real, personable and qualified. - Attract the Right Clients
A well-defined personal brand helps you connect with ideal-fit mental health clients. - Stand Out in a Crowded Market
Clients have choices in the area. Differentiate your practice with a thoughtful, consistent personal brand. - Establish a Professional Image
Level-up your professionalism by demonstrating your investment in the mental health field. - Enhance Your Online Presence
Clients are doing their research on the internet. It’s your job to be in front of them at the right time.
Differentiate Yourself
A high-quality headshot can set you apart from others in your field. Put yourself in a client’s shoes, deciding between two therapists’ profiles. One is a professional photo and the other looks like a hastily cropped Polaroid from a family reunion—which is more alluring?
This is a perfect example of how you can differentiate yourself in the market with relatively minimal effort. Many other therapists simply aren’t taking this step.
The Power of Office Photos
If you host in-person sessions, giving clients a preview of the space can go a long way. First and foremost, having a real office sets you apart from therapists working from home. There’s nothing wrong with operating from the spare bedroom, of course—but a commercial lease comes with its own level of legitimacy.
Showcasing your office “vibe” also says a lot about you. It displays your style, personality, organization and attention to detail. These cues give clients a sense of who they will be working with and what it will be like to sit in your chair every week.
Transparency is another key benefit of professional photography. You’re opening your doors and welcoming the world to look around. Nothing to hide—no surprises. This gives clients the peace and comfort they need to book that first consultation.
Professional Photography Enhances Online Presence
Maybe I’m biased but we believe a website is the most powerful sales tool for therapists. In fact, we’ve built our business on that philosophy. A big part of that is visual appeal. High-quality images drastically improve the overall aesthetic of your website—thus elevating your practice overall.
Not to mention, original photos tend to be more effective than stock images in regards to client confidence. Again, we’re talking about elevating your practice—fewer shortcuts, more authenticity.
Where to Begin?
The big secret about professional photography is that it’s 80% equipment. Cameras have come a long way, to say the least. Light kits and lenses are more accessible than ever on the secondary market—but you don’t need to buy a thing. Someone else already did and now it’s time to hire that person!
Finding a Photographer
Many photographers focus on just one type of photography such as real estate, landscape, fashion, wildlife, architecture, sports, aerial, etc. Just as you wouldn’t want a chef to paint your house, you’ll need to find someone that specializes in this specific style.
For your headshot, look for a headshot or portrait photographer. These pros understand the necessary direction and technical settings to make you look your very best.
It’s possible the person taking your headshot is also capable of shooting office photos. Seek out a corporate photographer with experience in corporate interiors and workspaces.
There are plenty of directories to find local talent such as PhotoSesh and even Thumbtack. No matter where you live in the world, freelance and professional photographers are nearby, ready to start snapping.
Consider Long-Term Value
It’s no fun shelling out cash, especially when you can do it yourself for free. I urge you to be mindful, however, of the potential mileage you will get from professional photography. These pics can also be impactful on your social media profiles, advertisements, business cards, podcast appearances and directory listings.
You will not regret making this relatively small investment for your business and personal brand.
The Cost of Professional Photography
In the grand scheme of business expenses, professional photography is actually quite affordable. Again, I urge you to see this as more of an investment than an expense. Headshots will run you about $300-500. Double that if you include photos of the office.
Let’s take a very brief detour here to discuss AI headshots. You might be aware of services out there that allow you to upload a series of selfies and spit out “professional-quality” headshots for around $30.
As someone who has tried it myself, I can’t endorse this tempting, budget-friendly route. The technology isn’t there yet. The output is too smooth and glossy—something just isn’t quite right. Remember, our goal is to instill trust and authenticity. An overly digitized human face will surely have the opposite effect.
Quick Snapshot
Your first step is admitting that your smartphone propped up against a tissue box is not going to deliver studio-quality results. Hiring a photographer is a worthy investment for you and your practice.
Professional photography just hits different. It tells the world that you’re professional, transparent, approachable and engaged in your craft. If you care about your clients, you care about your personal brand.
Once you have your beautiful new photos, schedule a tour with us to get started on a brilliant website to match!