According to David Wodnicki, a LexisNexis Law Firm Marketing Specialist, when potential clients view videos of attorneys, it can create a powerful connection like nothing else on a law firm website. But even an Oscar-worthy video won't help, if viewers don't bother to actually launch it. So, how can you get them to watch? Here are a few ideas.
1. Make them worth watching
You don't need to hire Martin Scorsese to direct your attorney-profile video, but you don't want a video that looks and sounds cheap. Fortunately, digital equipment has become so inexpensive that you don't have to spend tens of thousands of dollars to hire someone to create simple, effective videos.
The videos also don't need to be long. Potential clients aren't looking for a law-school lecture or a bragging session. They just want to get a sense of who you are as an attorney and why they may want to talk to you about their case.
2. Make the videos easy to find
Feedback from the LexisNexis® Martindale-Hubbell® 2013 Law Firm Website Conversion Study points to the success of putting videos on the home page. You want to be careful about how you use this valuable real estate, but creating links here can pay off in a big way by encouraging people to watch them.
3. Optimize videos for desktop and smartphone viewing
Consumers who go online to look at law firm websites are most likely to use laptops and desktops, according to theAttorney Selection Research Study by The Research Intelligence Group (TRiG). However, more than one-fifth of potential clients accessed online resources with their smartphones. You want to make sure computer and smartphone users alike can easily view your videos.
4. Be sure to comply with all your jurisdiction's ethics laws
But you knew that, of course.