Video is an important component of an effective law firm website. If you’re not featuring video on your website, here are four reasons to consider doing so today:
1 – Create instant rapport. Video is the most personal and intimate form of mass-communication available. It allows the viewer to connect with you and it establishes instant rapport. Video gives visitors to your website the opportunity to see your body language, your facial expressions, and to hear your tone of voice. Short of a face-to-face conversation, it’s the best way to connect with a prospective client and establish trust – ultimately making it more likely that they’re going to pick up the phone and schedule a consultation.
2 – Showcase your expertise. Depending on which angle you take with your videos, they can be an excellent opportunity to demonstrate your knowledge and create credibility. We recommend that lawyers start by filming “FAQ-style” videos, responding to common questions and concerns that clients have. For example, an attorney that focuses on DUI defense could respond to topics such as “Do I have to consent to a breathalyzer test?” or “If I am convicted of DUI will I lose my driver’s license?” Give short (30-60 second), unscripted responses to these prompts. Creating a library of these videos on your website clearly demonstrates your knowledge and your capability – while providing value and building rapport with potential clients at the same time.
3 – Position yourself above the competition. Competition is intense in the legal industry. Even if you live in a small town, there are almost certainly a handful of other lawyers that potential clients could choose. Let alone online-based legal providers such as LegalZoom and Avvo Advisor. Professionally produced video creates instant credibility and trust and is an effective way to position yourself above the competition.
4 – Engage website visitors who don’t want to read. Statistically, most people browsing the internet would prefer to watch a video than read text. Creating video for your website is a smart way to appeal to those visitors – giving you an opportunity to engage them that otherwise wouldn’t exist.
I could go on with this list, but that’s enough for now. Feel free to shoot me an email if you’d like to hear more. Also keep in mind that video has value far beyond your website. For example, you can share your videos on social media and engage a whole new audience. Publishing your videos to YouTube even has search-engine benefits, making you more visible to prospective clients.
The bottom line: if you’re not using video on your website, you are missing out on the opportunity to engage, educate, and build rapport with potential clients. If you’d like to know more about our video production services, click here to speak to my team. But whether or not you engage our services in the process, I highly recommend that you move forward with video today. It’s a valuable opportunity that you should take advantage of.
Daniel Decker
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