That smiling doctor in a lab coat? Your patients have seen her on five other websites. And whether they realize it or not, they’re subconsciously thinking: “Is this place real?”

Stock photos can save time—but they can also sabotage trust. In healthcare, authenticity matters. When someone is considering a provider, they’re looking for real people, not polished models.

Here’s what bad stock photos signal:

• Inauthenticity — If your site looks generic, patients assume your care might be, too.
• Lack of transparency — People want to know who’s actually going to treat them.
• Missed connection — A smiling stock nurse doesn’t build the same rapport as a real photo of your team.

That doesn’t mean every image has to be professionally shot. Even a smartphone photo of your actual waiting room or front desk staff builds trust. It shows you’re real, local, and human.

Pair those real photos with bios that feel personal and relatable. Here’s how: How to Write Doctor Bios That Build Trust.

Bottom line: If your site is filled with perfect strangers, it won’t feel personal. Use real images. They’re not just nice to have—they’re a trust signal patients notice.