Mid Size Law Firm Marketing – Why Online Video Will Convert Visitors

Lawyers who work in a law firm with 5-20 lawyers may think video should not be part of their marketing plan to gain new clients. They’d be 100% wrong. Lawyers fail to look at marketing from a potential client’s eyes.

Think about why you even have a website: To provide information to online viewers.

How do you distinguish yourself from other mid-size lawfirms? With pictures? With flash animation? With your credentials? With your results? With the articles you and other lawyers in your firm have written?

Most mid-sized law firms have pictures of their office building; a photo of generic, well-dressed people in a waiting room; photos of their law library; a photo of a senior partner standing lawyerly and formal while looking at a law book. Here’s my question: “So what?” What good does any of that do to help you distinguish yourself to your online viewer? The answer is likely nothing.

Here’s why: Your viewer doesn’t care about your office building. They don’t care about your law library. They also don’t care about those people in your waiting room or your custom cherry wood cabinets lining your office. Most viewers searching for an attorney online assume that you are qualified to practice; that you’ve passed the bar; that you have (some) experience. Static pictures simply don’t cut it. Static websites are not helpful. Lawyer directories are useless. Flashing your credentials and whether you were on moot court or law review doesn’t really help a viewer distinguish you from a hundred other lawyers in your field of law.

Know what works best? Video.

Video shows you’re human; you’re approachable; you’re confident; and you interact with your viewer- regardless of whether that viewer is a consumer or another attorney looking to hire you. Remember, a viewer is sitting (usually) in the comfort of their home or office or maybe Starbucks. They want to know more about your firm. They want to see you; hear you; and learn information about you. Video is the key to converting visitors. Currently, it’s the best way to get a viewer to pick up the phone and ask for more information.