You’ve no doubt already noticed the preponderance of legal videos popping up on law firms’ websites. The question you might be asking yourself is: why? If all you’re familiar with are the television commercials of local trial lawyers looking for victims of accidents, then you might assume it’s a waste of money, or that legal videos aren’t for you. The reality, however, is that there are a number of powerful reasons for every law firm to consider creating videos for their websites. Here are several ways they can help increase your law firm’s business.  

• They show prospective clients that your firm is “with it.” In these days of smart phones and 3D televisions, that’s not an inconsequential benefit. The more technologically savvy your client base is, the more savvy you have to be—and the more you demonstrate your firm’s technological expertise, the more likely you are to attract those new clients. It’s not just a fad that you’re jumping on, however: technology is playing an increasing role in law firms’ cases, and clients want to know that firms will be able to use every possible tool on their behalves. Legal videos help demonstrate that expertise.
• Legal videos draw traffic to your website, and increase the amount of time those viewers stay there. The more eyeballs you get, and the longer you get them for, the more name and brand recognition your firm develops. Even if you don’t get new clients directly as a result of your video, you will be improving the chance of prospective clients having heard about—and thinking well of—your firm.
• It’s the next best thing to personal interaction with the client. Legal videos allow firms to introduce themselves to potential clients and give them an idea of how professional, knowledgeable, and experienced the lawyers at that firm are. It’s more substantive than a print ad and more interactive than a radio ad.
• They can establish your firm’s bona fides. If you’re one of the many lawyers who dislikes the business of marketing because you think it demeans the profession, then you’re likely predisposed to dislike the idea of legal videos. After all, most of the lawyer commercials aired on television are naked appeals for accident victims that have probably made you cringe in their bad taste—and low production quality. However, the expense of creating videos for online consumption is significantly lower than that for television commercials, and firms don’t need to drum up a lot of business in order to get a return on their investment. In fact, simply using the videos to establish that the firm is knowledgeable and professional is enough to generate interest and brand recognition, meaning that an educational video or simple, straightforward introductory video will be enough.
• They can save you money. You’ll spend less money on legal videos than you will on other marketing line item expenses, and depending on your client base, you may be able to phase out some of the more expensive, less efficient expenses, such as radio or print advertisements.

Taken together, it’s clear that for most firms, legal videos are an effective way to market your firm and bring in prospective clients.