How to build trust through photos on your healthcare website

One of the best ways to quickly build trust through your website is through photos… but only if they are the right photos. Consider the mindset of a potential new client as they visit your website. They’re likely going through a challenging or stressful time in their life. And, especially if this is the first time they’ve sought out help, are putting themselves in a position of vulnerability and uncertainty by reaching out.

The more your website can do to mitigate unknowns, the quicker you can help visitors to feel comfortable with taking that next step. Even things that might seem mundane to you can provide a lot of helpful information to someone who is trying to learn about your practice.

Whether you take photos yourself or have a professional do them for you, here are a few you’ll definitely want on your website:

1. A picture of yourself that clearly shows your face. If you don’t take any other picture on this list, take this one! And, make sure it’s relatively current. Seeing the smiling face and a bit of personality of the person who they’ll potentially be working very closely with is a great first step for establishing trust.

2. A photo of yourself doing your thing. If you can, share a couple of photos that illustrate what sessions or appointments with you look like. This will give potential new clients a really good idea of what to expect and break down many fears or barriers that could be holding them back. (This one might take some creativity depending on whether you have clients or patients who are comfortable being photographed. And of course you’ll want to respect all HIPAA guidelines. But with the right camera angle it can be done!

3. The waiting area of your office. If you have a fancy waiting area with a relaxing vibe, gorgeous windows, a welcoming coffee machine, or anything like that, it can be a huge selling point for your practice. But even if your waiting area is simply a clean and comfortable place to sit and wait, seeing what to expect can help to ease anxiety for someone who’s on the fence about making an appointment.

   
   Bonus tip: a waiting room full of empty chairs can make your practice look a bit… dead. If possible, grab a photo of your waiting room with some people in it. If you don’t want photos of your current clients or patients on your website, consider asking friends or family to sit in as models.

4. Your therapy room or office. Your clients will spend a lot of time here, and will (hopefully) eventually feel very comfortable in this space. Give them a jump start by sharing photos that help them see that your office is a safe, comfortable place to be.

   
   Bonus tip: Nice lighting makes a big difference! If you have windows, open your shades and let the natural light pour in.

5. The outside of your building. This is a really good one to have on your contact page so that people know what building they’re looking for when they come to your office. It can also help people feel more comfortable about making an appointment if they happen to be familiar with your building or where you’re located.
   

   Bonus tip: I often see these photos taken from a parking lot where a lot of cars are present. While it’s often impossible to get a shot of a full building without any cars, it’s best if you can take the photo at a time when the parking lot is more empty since the vehicles can be distracting.

If you have it in your budget, I always recommend getting professional photography done. But if not, don’t be deterred from taking your own photos! Thoughtfully planned personal photos are 100x better than a stock photo, even if the personal photo is taken from your phone. While a few (good!) stock photos peppered throughout your website are totally fine, that genuine connection can only be achieved through actual photos of you and your office.