5 Reasons Why Lawyers Can No Longer Ignore Web Video by Fernando Ziemer Fernando Ziemer is the business director of Law Firm Video Solutions, a boutique video marketing company for law firms. With a background in SEO and film production, Fernando Ziemer helps lawyers boost their online presence with web videos that inform and educate their potential clients. For additional information, call Fernando at (858) 345–7459 or email at fernando@lawfirmvideosolutions.com.
Traditionally, referrals have always been the most important means of new lead generation for lawyers. However, in the last few years, there has been a significant shift in the way consumers search for legal help. Of course, a substantial share of new business is still generated through referrals. However, consumers are now doing their homework online before selecting the attorney they choose to represent them. An online presence and reputation management have become of paramount importance for attorneys seeking to attract new client leads online. With the rise of broadband and mobile technologies and the increasing availability of higher quality, yet inexpensive, video production equipment, this significant change in online user behavior has transformed video in a booming marketing platform. If you’re serious about growing your legal practice but still cringe at the idea of developing video content, the following five reasons will help understand why video can be a valuable addition to your web marketing arsenal.
In an overcrowded space, video is a differentiating factor.
Despite a major cost decrease, a significant majority of lawyers are still reluctant to add videos to their marketing mix. Here’s a hypothetical scenario: a consumer browses on average 5 websites before contacting a personal injury lawyer in her area. However, only 1 out of the 5 websites have wellproduced videos. Considering that each site contains the usual content elements, such as copy, testimonials, professional qualifications, contact form, perhaps a blog - which website do you think will stand out more? There’s no question that video will add higher perceived value to your website, and it will set you 14
Attorney Journal | Volume 125, 2014
apart from your competition. Web pages with a video thumbnail get a higher CTR (click-through-rate). Video content can be used to make your web page snippets more attractive to search engine users. By using a paid video hosting solution that offers video SEO capabilities such as Wistia (YouTube won’t work), you can have a video thumbnail appear under your web page title on the search engine results page (SERP). The trick here is that, to online consumers, images have a much stronger appeal than plain text. Consumers who see a video thumbnail on the SERP will be much more likely to click on your site as opposed to other competing sites without a thumbnail.
Consumers prefer video because it’s easier to consume.
Ok, you’re a lawyer, and you probably think of reading as an enjoyable activity (I hope so). However, seeking legal help can be a daunting experience for most people. Have you ever considered the possibility that navigating long blocks of website copy could be unappealing for some consumers, and in fact, could be driving many of them away? This rings true, especially for a significant portion of young adults affected by information overload, stress, and lack of concentration caused by psychiatric conditions such as ADHD (Attention Deficit Hyperactivity Disorder). Video is a much more user-friendly format to communicate with your prospects because it is far more engaging and it takes less effort to consume.
Video is a trust-building medium.
Trust is a major decision-making factor for hiring any