Aug 19, 2026 · 12 min · 9 segments
Clients are choosing a person to sit with them through the worst period of their lives, and most law firm websites hand them a logo instead. This episode makes the case for the principal's face as the…
Nathan GillisHost
[ on-hold music] I want you to do a small experiment this week, and it takes about ten minutes.
Open the websites of twenty law firms, any twenty at all, and count the human faces.
Now, I've done this more times than I can remember, and the results really don't vary that much.
You see crests, you see serif fonts, you see stock photographs of, you know, court- courtrooms, gavels, desks, offices, the scales of justice if it's an American firm.
Um, perhaps a team photo that's, you know, stiff-posed, dated from a function that was in two- 2018.
What you'll almost never find is the thing that the visitor to the website actually goes looking for, which is the person.
And that's worth stopping on because, uh, think about what a family law client is actually doing when they land on the website.
They're not procuring a service the way that you would procure an appliance or printer.
They're choosing a human being who will sit across from them during the worst period of their life, hear things that they, you know, potentially haven't even told their own family, and make decisions that affect their children and their, their wealth.
Every hiring decision in this profession is, underneath everything else, a trust decision about a person, and the websites hide the person completely.
So today's about the single most underused asset in professional services, which is the principal's face on camera answering real questions.
And I wanna make a case for it and then take apart the objection that stops it, because, you know, you hear the same sort of thing every single time, and rather than a, just a pep talk saying, "You can do it," I mean, there's a proper answer behind it.
[ on-hold music] I want you to do a small experiment this week, and it takes about ten minutes.
Open the websites of twenty law firms, any twenty at all, and count the human faces.
Now, I've done this more times than I can remember, and the results really don't vary that much.
You see crests, you see serif fonts, you see stock photographs of, you know, court- courtrooms, gavels, desks, offices, the scales of justice if it's an American firm.
Um, perhaps a team photo that's, you know, stiff-posed, dated from a function that was in two- 2018.
What you'll almost never find is the thing that the visitor to the website actually goes looking for, which is the person.
And that's worth stopping on because, uh, think about what a family law client is actually doing when they land on the website.
They're not procuring a service the way that you would procure an appliance or printer.
They're choosing a human being who will sit across from them during the worst period of their life, hear things that they, you know, potentially haven't even told their own family, and make decisions that affect their children and their, their wealth.
Every hiring decision in this profession is, underneath everything else, a trust decision about a person, and the websites hide the person completely.
So today's about the single most underused asset in professional services, which is the principal's face on camera answering real questions.
And I wanna make a case for it and then take apart the objection that stops it, because, you know, you hear the same sort of thing every single time, and rather than a, just a pep talk saying, "You can do it," I mean, there's a proper answer behind it.
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