How to Use Video for Your Law Practice

Is your law firm not doing too well in its conversions? 

Are you having problems generating good leads and more traffic? 

Or could the numbers simply be better? 

You might find what you’re looking for in video marketing. Videos build trust, allowing strangers to get to know their lawyers, and create an intimate connection. It allows you to tell us who you are. Words are great and all. 

But they can’t quite convince someone to trust somebody they basically don’t know. Video offers a virtual meet-and-greet, so to speak, for you and new clients. After all, it’s easier to work with someone if you feel like you already know them. 

Why video works

Through video, you can showcase your firm’s personality. You’ll not just be another random name that prospective clients encounter on the interwebs.

Beyond that, the video serves many other benefits. If integrated into a solid marketing campaign, video improves search rankings. It can squeeze you into that coveted first page and thereby improve traffic. 

Did you know that only 5% of people look beyond the first page of search engine results? 

If you don’t place among the top rankings, essentially more than 9 in every 10 people don’t even see your website.

The importance of video for your law practice is quite clear. What may not be is how you can use video to your benefit. Not to worry. 

We have a few killer tips on how to make video work for you.

3 ways to leverage video for your legal practice

Tell us who you are 

Video is an excellent avenue for people to get to know your firm and the competencies of the people that work there. When a client reaches your website, they probably have a legal problem. They’re mostly thinking about whether your firm can offer the help they need. 

Also, is the lawyer experienced and qualified enough to handle my case? 

Your introduction video should tackle questions that first-time visitors may want to know about.

Here’s my storytelling video to give you an idea of who I am:

What to say

Don’t focus too much on your personal background. Instead, briefly outline your education history and experience. You should be able to communicate that in about five sentences. What’s the biggest case you’ve ever handled? 

Why did you choose a career in law? 

Be sure to offer these answers as well. Moreover, list all the kinds of problems you can help clients with. Perhaps you need not go into details. Simply provide a quick overview of services in a list-like manner. The video should convey that you are not only trustworthy but also knowledgeable.

Before you make any video though, understand your audience. 

What kind of people will constitute your clientele? 

How much is their income? 

What are the prevailing cultural or religious values in the community? 

Some homework is in order before making the video. Knowing your clients will shape the video concept in line with this specific audience. Consequently, you can create a convincing message that resonates with viewers and your market. 

Show the office 

Why would you want to show your office on video? For one, it makes viewers feel invited into your organization. Offering a visual welcome can make prospective clients feel at home. It’s a nice touch and way to connect with those on the other end of the screen. 

Secondly, it allows the audience to get to know better other people who work for the practice. 

Take this opportunity to introduce your sub-ordinates or colleagues and discuss how they contribute to the firm. Of course, briefly tell us about their qualifications as well and why they do what do. Preferably, we should hear it from the horse’s mouth.

Show us your world

What’s more, your office is a reflection of your firm’s culture. Certain objects and signs tell viewers what kind of lawyer you are and if you’re the right fit for them. Keep the paperwork organized or out of sight, and generally get rid of the clutter. 

The atmosphere should be professional, yet inviting and comfortable at the same. When making the office showcase video, you’ll want to let in a lot of natural light. That serves to more than just brighten the office. A dark video often makes a space feel untidy, uninviting, and untrustworthy.

You should probably hang your certificates and degrees, and subtly show them to the audience. They shouldn’t be the main subject of any frame. 

Rather, they could feature among the backdrops during conversations with coworkers. Showing artwork (preferably abstract), rich textures like leather, an impressive bookshelf, etc., is effective at portraying sophistication and professionalism. 

Use testimonial videos

When deciding on a service or product, the majority of people rely on testimonials. 

Would you spend money on a new TV before reading the reviews of those who’ve bought it? 

Probably not. That applies to legal assistance as well. As we pointed out before, clients primarily want to know whether you can solve their legal problems. Good testimonial videos provide that assurance and convince new clients of your abilities.

Build trust with testimonial videos

Your testimonial videos should cover the range of services that you offer. That way, each client gets specific answers that suit their particular case.

Video testimonials offer more credibility than text reviews from past clients. They tend to be more believable than random quotes that the firm says to be from satisfied customers. Testimonial videos are more emotional. 

They feel personal and are generally more effective as an organic marketing tool. The perfect testimonial video should not be more than a minute long. Attention spans these days are quite what they used to be. Communicating messages briefly and to the point ensures clients get to hear the important part before they drift off.

It’s advisable to give your testimonial clients a heads up of the kind of questions you’ll be asking. However, ask that they keep the answers natural and unrehearsed. On your part as the interviewer, delve beyond simple yes or no questions. 

Make the experience emotional. For example, how did the client feel when they came to you with the problem? Maybe they were frightened or overwhelmed. 

How did he or she feel after your assistance? 

Showing these human elements makes the video very relatable.

And at the end of the day, that’s how you make a good video for your law practice 👉

Show your potential clients that you care.