Build Trust with a Video FAQ Library

Building trust is a critical marketing goal for every lawyer. And video is one of the best tools for making this happen. Other than a face-to-face conversation, video is the best way to build rapport and establish trust with prospective clients. Video allows prospective clients to hear your voice, read your body language, etc. When posted on your website, video becomes a powerful marketing tool working for you 24/7.

There are a number of different approaches to using video, but we recommend starting with a Video FAQ Library. This is simply a collection of short videos in which you answer questions that your clients often ask. Click here if you’d like to see an example. Here are some tips to help you get started.

1 – Choose topics that are relevant to your target clients. Are there questions that you get over and over in consultations? Are there certain misconceptions that you find yourself addressing repeatedly with your clients? Chances are, these would make a great topic for a video. The idea is to create videos addressing these common questions so that prospective clients come to see you as a trusted resource who understands what they are going through and is in position to help.

2 – Keep your videos short and sweet. Try to keep your answers between 30-60 seconds. You don’t need to give a technical breakdown of each question – instead, provide an overview and explain any practical implications. The average visitor to your website simply doesn’t have the patience to watch a 10-minute video. Here’s a good example:

3 – Don’t script your answers. The most effective videos present you as comfortable, relaxed, and in command. But when you script your videos, you’re likely to come off as robotic. Your FAQs cover topics that you discuss regularly in your law practice – so there’s no need to script! You know this stuff like the back of your hand, so have confidence in your ability to communicate. NOTE – I’m not saying you can’t prepare at all. It’s a good practice to have a loose idea of what you’re going to cover in each response. Take a few seconds before each video to gather your thoughts – but don’t overthink it and don’t script your response. You want your videos to feel conversational, not robotic.

4 – Leverage your videos in your marketing. Once you’ve created your video library, leverage it as much as possible! Prominently feature your library on your website – it should be in your main menu. Share videos frequently on social media. Include videos in your email newsletter. When you meet prospective clients or referral sources, encourage them to check out your video library if you think the information will be relevant to them.

If you’d like some help with this process, my team would love to assist. Click here to request more information.

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Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.