Stock photos are the fastest way to say: we’re just like everybody else.

Smiling people in suits. A calculator next to a coffee cup. A “team” that isn’t actually your team.

And the thing is… clients can spot it instantly.

When your website looks like every other CPA or EA out there, you blend into the blur. You erase the very thing that makes your firm unique: you.

Real Photos Humanize Your Practice

The firms that win — the ones getting more traffic, stronger referrals, faster growth — almost always have one thing in common: they put themselves out there.

• Photos of their team.
  
  
• Their actual office.
  
  
• Their clients (with permission).
  
  
• Even a glimpse into life outside of work.
  

Dentists figured this out a long time ago. Walk into a modern practice and you’ll see videos of the doctor’s family, hobbies, even vacation snaps. It’s not bragging — it’s bonding.

Because people want to work with people. Not with “stock image guy in a tie holding a pen.”

Trust, Referrals, and the Long Game

Here’s what real photos do that stock photos never will:

• They build trust. Clients see the humans behind the work.
  
  
• They spark referrals. “Hey, check out my CPA’s site — that’s their actual team!”
  
  
• They extend relationships. You’re not just a service provider; you’re a person.
  

And you don’t have to be a big firm to do this well. A solo EA can win just as easily with a single great photo shoot that shows who they are and what they care about.

Read: Why Your Website Doesn’t Sell (And What To Do About It)

Match Your Photos to Your Personality

Worried it won’t fit your brand? Easy fix: your photography should reflect your vibe.

• Conservative? Show professionalism, polish, and confidence.
  
  
• Serving creatives? Go playful, artsy, even quirky.
  
  
• Focused on business owners? Show real-life hustle and client success stories.
  

Photography isn’t about looking “cool.” It’s about looking real.

The Bottom Line

Your narrative is the story.

Your photos are the proof.

And if you want to stop sounding like every other firm, stop looking like them, too.

Because the firms that show who they really are — team, clients, even a little behind-the-scenes life — are the firms people trust, refer, and stick with.

Stock photos erase your edge. Real photos amplify it.

So… which will you choose?

👉 Next step: CountingWorks PRO helps CPAs, EAs, and tax pros bring their stories to life — bios, photography, websites, and beyond. See how we do it here.