Open any therapist website template. Scroll through the default images. What do you see?
White women meditating. White couples holding hands on beaches. A white person journaling in a sunlit room. Maybe one stock photo of a vaguely diverse group smiling at each other in a way that no group of humans has ever smiled.
If you serve BIPOC, LGBTQ+, or any marginalized community — this imagery is actively working against you.
The problem isn’t just aesthetics
When a potential client lands on your website, they make a gut decision in about 3 seconds: “Is this for me?”
If every person on your site is white, thin, able-bodied, and cisgender, you’ve answered that question for your BIPOC clients before they even read a word. The answer is: “probably not.”
This isn’t about being politically correct. It’s about conversion. The wrong imagery costs you clients.
What culturally affirming imagery looks like
It reflects the specific communities you serve. Not “diversity” in the vague, corporate sense. If you work with Black women, show Black women. If you serve the Latine community, your imagery should reflect Latine experiences.
It avoids stereotypes. Not every image of a person of color needs to depict struggle or overcoming adversity. Show joy. Show rest. Show everyday life.
It includes different body types, ages, and abilities. Your clients aren’t all 25 and conventionally attractive. Your website shouldn’t pretend they are.
It feels genuine. The best imagery doesn’t scream “stock photo.” It feels like a moment someone actually lived.
Where to find better imagery
Most mainstream stock photo sites still skew heavily white. Here are better options:
- Nappy.co — Beautiful, free photos featuring Black and Brown people
- CreateHER Stock — Photos of women of color in professional and lifestyle settings
- Disabled And Here — Disability-centered stock photos
- The Gender Spectrum Collection — Trans and non-binary stock photos by Vice
- AI-generated custom imagery — Trained to represent specific communities without the limitations of existing stock libraries
The investment is worth it
Custom or curated imagery that represents your actual clients isn’t a nice-to-have. It’s what turns a bounce into a booking.
Every site I build includes a curated library of diverse, culturally affirming images — because your website should feel like walking into a space where your clients belong.
Want a website with imagery that actually represents the people you serve? Book a call and let’s make it happen.