Video is a powerful form of content that can capture a user’s attention better than text. Videos can evoke emotions, demonstrate complex ideas and present information in a dynamic and easily digestible way.
According to Sproutsocial, users retain 95% of a message when they watch it in a video compared to just 10% when reading text. This makes video an invaluable tool for educating and engaging your audience.
Why should law firms use video?
For law firms, videos are an excellent tool to simplify legal jargon, explain complex processes, and create trust with potential clients. They also humanise the law firm’s digital presence by showing some personality and showcasing the expertise of their team members, making the firm more relatable and approachable to potential clients.
Additionally, video content enhances your online visibility and can significantly improve your website and social media performance, driving more leads and creating stronger client relationships.
Types of video content for law firms
To maximise engagement, law firms should consider integrating various types of video content into their marketing strategy.
Educational videos
Create videos that explain legal concepts, processes, or common legal issues. For example, a video breaking down common legal procedures, such as filing a personal injury claim or going through a divorce. These videos position your firm as a knowledgeable and trustworthy resource. The below video is an example of an educational form of video by Fox Williams.
Client testimonial
Showcase satisfied clients sharing their positive experiences with your firm. Authentic testimonials can significantly build credibility and trust.
Firm introduction videos
Introduce your team and office environment. This helps humanise your firm and creates a more personal connection with potential clients. For example, you could share the story of your firm’s founding, mission, core values, and how it has evolved.
Legal updates
Share updates on recent legal changes or news. This positions your firm as a thought leader and keeps your audience informed.
Webinars and podcasts
Record webinars and podcasts as videos and post these on your website expertise pages or as news posts to demonstrate your expertise
They are a great way to explain complex legal concepts in a more accessible and engaging way to potential clients. Additionally, these videos can be a powerful tool for improving your website’s search engine visibility, attracting more traffic, and ultimately helping to convert visitors into clients.
Examples of Webinar and Podcast content:
Clifford Chance have a page on their website dedicated to podcasts here.
Mills & Reeve have a page dedicated to webinars on their website here.
Sharing video content
Website
Embed videos directly on your website to enhance user engagement and keep visitors interested. Place videos on key pages such as landing pages, blog posts, and service pages to provide a richer user experience and extend the time visitors spend on your site. Videos can help deliver information more effectively than text alone, making your site a more valuable resource for potential clients.
For example, Fox Williams have a section on their FinTech page that is dedicated to ‘FinTech Fundamentals’ a video series of information around the topic of Fintech.
Law firms can gain valuable insights into how visitors interact with their videos by implementing conversion tracking in Google Analytics. To analyse video engagement, set up specific events such as tracking when a video starts, video progress (when viewers watch for more than 20 seconds), and video finish. This data helps identify which videos resonate most with your audience and assess how effectively your content is keeping visitors on your site.
YouTube
YouTube acts as a central hub for all your video content, offering a dedicated space to organise and showcase your videos. By maintaining a well-structured channel with playlists and categories, you can make it easier for users to find relevant content.
Sharing videos on YouTube can also improve search-ability, helping you reach a wider audience and drive more traffic to your website. As Google owns YouTube, it prioritises YouTube videos in search results, giving them higher visibility compared to videos hosted on other platforms.
These are the videos that display when typing in ‘Crime Lawyers’ into google.
Social media
Share your videos across social media platforms like Linkedin, Facebook, and Twitter. Tailor your posts to each platform’s audience to maximise reach and engagement. Use compelling captions, hashtags, and visuals to draw attention and encourage interactions. Engaging with followers through comments and shares can further increase your content’s reach and effectiveness.
Final thoughts
Video content is a powerful tool that can significantly enhance engagement for law firms. By creating informative, high-quality videos and strategically distributing them, you can build trust, educate your audience, and ultimately attract more clients.
