Stock photos.  Those smiling people that you see on everything from your gas station pump to a dental flyer.   You recognize their faces but the emotional response is a dial tone….eeeeeeehhhhh.   I think it would be comical, in an Indie, sort of Sundance kind of way, to create short films of “where are the stock photography models now?”  How old are they?  How much did they make for being exploited on Shutterstock and Getty images?  If you don’t understand that reference, photos online aren’t free, or shouldn’t be free.  They have copyrights that can be found within the coding of the photo.  You can take a photo, copy it, and use it, but you might get a letter from an attorney asking for money.  Shutterstock and Getty are two companies that own many images for which you can buy the rights and use on your website or print material.    It much more impactful for your website visitors AND for Google, if you opt for original photos throughout your site.  Your patients don’t identify with perfect, they identify with similar.  Nothing replaces authenticity in your marketing.  I see much more efficacy in spending a bit to have professional photos taken of your team, your practice, your patients to use throughout your site.