Law Technology Today From the ABA Legal Technology Resource Center
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Video is a highly effective marketing channel and you should strongly consider leveraging it on your law firm website. In this article, I’ll break down four reasons why this is the case.
Video Creates Instant Rapport
Video is the most personal and intimate form of mass-communication available. It allows the viewer to connect with you and it establishes instant rapport. Video gives visitors to your website the opportunity to see your body language, your facial expressions, and to hear your tone of voice. Short of a face-to-face conversation, it’s the best way to connect with a prospective client and establish trust—ultimately making it more likely that they’re going to pick up the phone and schedule a consultation.
Video Showcases Your Expertise
Depending on which approach you take with your videos, they can be an excellent opportunity to demonstrate your knowledge and create credibility. We recommend that lawyers start by filming “FAQ-style” videos, responding to common questions and concerns that clients have. For example, an attorney that focuses on DUI defense could respond to topics such as “Do I have to consent to a breathalyzer test?” or “If I am convicted of DUI will I lose my driver’s license?” Give short (30-60 second), unscripted responses to these prompts. Creating a library of these videos on your website clearly demonstrates your knowledge and your capability while providing value and building rapport with potential clients at the same time. There’s certainly value in creating more highly-produced video as well, but at a minimum start by building an FAQ library!
Video Positions You Above The Competition
Competition is intense in the legal industry. Even if you live in a small town, there are almost certainly a handful of other lawyers that potential clients could choose. And then, there are online-based legal providers such as LegalZoom that offer legal services at very low rates. Professionally produced video creates instant credibility and trust and is an effective way to position yourself above the competition. This is particularly important if you charge rates that are “above average” in your market, or if you want to be able to do so in the future.
Video Engages Website Visitors Who Don’t Want To Read
Statistically, most people browsing the internet would prefer to watch a video than read text. Creating video for your website is a smart way to appeal to those visitors—giving you an opportunity to engage them that otherwise wouldn’t exist.
In addition, keep in mind that video has value far beyond your website. For example, you can share your videos on social media and use them to engage a whole new audience. Publishing your videos to YouTube even has search-engine benefits, making you more visible to prospective clients.
The bottom line: if you’re not using video as part of your marketing strategy, you are missing out on the opportunity to engage, educate, and build rapport with potential clients. With today’s technology, it’s easier and more affordable than ever to get started—whether that means hiring a professional firm or even purchasing the equipment and doing it yourself. Make video a part of your law firm marketing strategy, you won’t regret it!
