Your challenge as a law firm or solo practice lawyer
People who need your legal services have an overwhelming number of choices and, in their search for help, will browse through numerous websites to evaluate their options. In this sea of alternatives, it's hard for you to stand out as the one they feel compelled to contact. If you've ever run ads online, you know viscerally how disappointing it is to see such a low percentage of the people you pay to attract to your site actually contact you.
Fortunately, law firms & lawyers (i.e. your competition) are horrible marketers with online presences indistinguishable from one another. Website after website treats visitors to the same content: lawyer profiles, services offered/practice areas, media appearances, FAQ, a blog with minimal engagement. And virtually all of this content is in the form of written word.
This reality gives savvy, forward-thinking law firms & solo practice lawyers a huge opportunity to truly stand out from the crowd and convert a far larger percentage of their website visitors into clients, using video.
Before we cover the three videos, look at these 4 statistics...
- 90% of users say that seeing a video about a service is helpful in the decision process.
- Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.
- Unbounce reports that including video on a landing page can increase conversion by 80%.
- Including a video on your homepage can increase conversion rates by 20% or more, according to ReelSEO.
The 3 videos...
1. Landing Page Video
The landing page is the first point of contact with your brand, and the most critical. The content your visitor is exposed to here determines if they'll be influenced into contacting you, navigating to other pages on your site to get to know you better, or click out of your site never to return.
Here, the visitor should be shown a “What we do, simply” short film, ideally 2 minutes in length. A video which follows story format using a hypothetical protagonist facing challenges and overcoming them (thanks to you). It ends with a call-to-action asking them to schedule the initial consultation.
This video will show (A) the plausible series of events that lead to the legal problem you fix for them. (B) Brief description of what that problem looks like to the client. (C) Description of what you do to fix their problem & how you help them overcome their legal obstacles.
Storytelling speaks to the part of the brain where decisions are made. So don't make the mistake of turning your video into a glorified Power Point presentation filled with facts only.
When you embed facts inside a story, the mind registers them, instead of shutting down as it does when you rattle them off like a bullet-point list.
In combining video as medium and story as format for your message, you create a visceral content that will get more people to take measurable action. That measurable action being them contacting you to meet.
2. Client Stories
This video also follows story format but goes deeper than the landing page video described above. It provides real examples of clients you’ve helped and how you’ve helped them. So instead of a hypothetical protagonist, the story is told through the perspective of a real person who faced legal obstacles and overcame them thanks to you.
These videos could be used on landing pages and/or you can produce a series of them for your blog and social media channels.
The same principles apply here, as in the landing page video described above:
When you combine video as medium and story as format, your message resonates and will lead to more clients reaching out, looking to schedule their initial consultation with you.
3. Subject Matter Explainers
Most firms and lawyers focus on a single area of expertise such as divorce, intellectual property, etc.
No matter what your area of focus, it's crowded. Therefore you must work hard to stand out, and positioning yourself as the de facto expert on the subject online let's you do just that. By producing short, informative videos explaining your subject in a practical way that average people can understand, you can position yourself as the go-to expert online.
Think of these videos as bait, instead of a harpoon. By giving valuable insights to people seeking answers, you're generating affinity to yourself and/or your law firm and when it's time for your audience to speak and work with a professional, you better believe it's going to be you they reach out to.
I hope you've found this information useful and that it has shifted your thinking on what it takes to truly connect with your website visitors. If you would like to explore how my team and I can produce the prescribed videos above, contact us through the form below.
We look forward to meeting with you and elevating your practice through video marketing.