By Jamie K. Mulholland

This article was originally published on Law.com.

Despite how much time people now spend watching videos online, lots of law firm websites still rely almost entirely on text and static images.

While many attorneys would agree that video could be useful, many hesitate to use it for a number of reasons: they’re worried about not looking polished, they’re nervous about stepping outside of their comfort zone, the whole rigamarole around production feels daunting, and, put simply, they’re just not sure how it would fit into a professional service’s website. With all that in mind, they conclude it’s just not worth the effort.

However, well-placed and produced videos can be an incredibly effective way to break down complex topics, answer common questions, and connect with those viewers, resulting in their reaching out directly to you for help. It can help you present a stronger and more authentic representation of who you are than text ever could. Even better, from a technical standpoint, video can strengthen a site’s SEO and keep visitors engaged longer.

Therefore, if you are someone who has considered video but is not sure where to begin, consider one of these approaches:

The “Who We Are” Video

This is a simple video, 60 to 90 seconds, with a voiceover (yours, or an outside talent) that shares the basics: who the firm helps, the types of matters it handles, and what sets it apart, supported by visuals of the building, the office, and attorneys and staff in natural (not staged) interactions. This can live on your home or “about us” page to complement the content already there. This can also share how potential clients should get in touch with the firm, and what they might expect from their first call or visit. This video serves as a concise, human introduction to the firm.

Just the FAQs

“Frequently Asked Questions” videos are best kept brief and focused, and are generally 45-60 seconds in length, so that viewers can quickly take in information without feeling overwhelmed. Each video should feature an attorney discussing (not reading from a script) a single, common question that is received often from potential clients.

“Should I resign or agree to be terminated?”
“Can I be liable for a property issue after the sale of my home?”
“Am I responsible for my spouse’s debt after we separate?”
“What is the statute of limitations for medical malpractice in [state]?”

The visual need not be anything more than the attorney on camera, possibly with some light on-screen text reinforcing key points as they speak or some subtle b-roll (this is a term referring to supplementary visual footage used solely to support the main narrative, which is called “a-roll”) added in to keep the video visually engaging.

These types of videos position you as a legal authority, helping the viewer understand the topic, and establishing that you are someone who encounters this issue every day in your practice.

Another plus to producing FAQs videos is that, as you likely often get a host of questions like these from potential clients, it should be quite easy to assemble a library of them for your website videos, resulting in endless content ideas.

Testimonials

Written reviews are good, but video testimonials can be even more powerful. When a former client shares their legal journey with you on video, it establishes to the viewer how you will also support them through their own stressful time. As they watch your former client relay their experience, they subconsciously envision how they, too, will one day reflect on their own success story, all because they opted to retain you.

The audio should feature the client speaking in his or her own words about what it was like to work with the firm. Ideally, the client will touch on not only the legal issue(s) that brought them to the firm, but also things like communication, responsiveness, and professionalism on the part of the firm. And rather than a full rundown of the case, the dialogue can focus on the type of problem, its impact on his or her business or life, how your strategy or approach was unique or especially influential, and, of course, the joy of the eventual resolution.

Keep the visuals simple, such as the client seated in a neutral setting. If there is b-roll, it should be minimal, respectful, and non-distracting. Of course, as with all attorney advertising, required disclaimers avoiding promises of specific outcomes should be included.

When produced effectively, testimonials can help build the kind of confidence that one might have as if the recommendation came through a word-of-mouth recommendation from a dear friend: “I trusted this attorney with a serious issue, and they came through for me.”

Trust the Process

Process-focused or procedural videos can run a little longer than the videos mentioned above – one to two minutes – and are designed to walk viewers through a “what to expect” scenario.

“What documents should I bring to my first meeting?”
“What happens after we file?”
“How will you keep me updated on my case?”
“What is the difference between mediation and arbitration? Is this a better option for me?”
“How long will the whole matter take?”
“What will happen in court?”

The audio should feature an attorney clearly explaining the steps in plain language, and visuals can remain straightforward: the attorney on camera with simple on-screen prompts or very light b-roll.

These videos are not purely instructional: they help reduce uncertainty and anxiety for the prospective client, set realistic expectations early, and empower the client to become better prepared and informed for their journey with you.

In short, if you incorporate any of the above ideas into your website, it goes a long way toward positioning the firm as one that is organized, informed, transparent, and client focused.

A Word on Production

When it comes to video production, you don’t necessarily need a dramatically large budget, but cutting corners on fundamentals would be a worse move than never having undertaken the project to begin with.

If you have the money for an agency to handle the coordination from A to Z, fantastic. They will work to maximize the shooting time onsite, planning an efficient schedule to obtain footage for all of your ideas. They will also bring top-of-the-line lighting, equipment, and personnel, and probably a site manager who will oversee everything on the day of the shoot.

Now, if the agency route is cost-prohibitive for your firm, know that there are lots of professional video production folk out there who do this kind of work on the regular as part of a professional crew, but who also take freelance gigs on the side. It might take a little more coordination on your end, but you’d get all of the above for a fraction of the cost.

If your budget is such that you absolutely must produce this on your own, make sure to invest in good audio and lighting and plan on doing lots of test shots until you get the most effective setup for your project.

The Upload

Make sure you and your web manager are up to speed on how those videos make it to the web and where they “live.” Most firms host their videos on platforms like YouTube or Vimeo and just embed them on a page of their website (think of it like those televisions with a “picture in picture” feature). This is what will keep your pages loading fast and running smoothly and ensure they stay friendly with search engines. To get the full benefit, it’s important not to treat those external platforms as mere storage for your videos. Remember that you now have, basically, another social media outlet where you should be optimizing titles, descriptions, thumbnails, and end screens to help the videos perform better on their own and support referrals back to the firm’s website.

Social Stimuli

Once created for the website, these videos can be easily repurposed or trimmed for use on the firm’s social media accounts. Don’t promote them all at once; spread them out throughout your social medial editorial calendar (you have one of those, right? Hmmm…an article for another day, perhaps?), so that your followers get a special video treat from you every so often, and these videos help you stay top of mind for all…not just your followers, but their followers, too.

As a result, you have now been introduced to an even broader audience, and your posts invite everyone back to the website to view the full videos to learn more about the topics…and, in essence, the firm.

The Bottom Line: Give it a Shot

With a thoughtful and carefully planned approach to content, production, hosting, and promotion, video can become a practical and effective extension of your website, your social media efforts, and your practice.

And now… you’re ready for your close-up! Good luck.

About:

Jamie Mulholland assists attorneys and law firms across the country with marketing and business development. Learn more at mulhollandmarketing.com.

Four Simple Ways to Incorporate Video on Your Website