Video content is everywhere on the internet, from YouTube and TikTok to embedded videos on even the most reputable websites. With shorter attention spans and less time to commit to content consumption in a fast-paced world, many industries have found that video content is an ideal medium to distribute their thoughts and ideas to an audience. In fact, it’s estimated that over three billion users engaged with video content at least once per month in 2022. However, many law firms have not utilized this medium amidst their bag of other law firm marketing tools. Incorporating video content into your law firm’s digital marketing strategy can open up unexpected opportunities for your company.

What Is Video Content?

First, it’s important to understand what video content entails. This may seem completely obvious—video content is self-explanatory as a name; content for your law firm website created through the medium of video. But just as blog content and case studies have their own structures and tricks of the trade to get the most out of them, so too does video content. 

For example, there are many directions in which a piece of video content can go. Your videos can introduce the world to the human side of your law firm’s attorneys, explain a complicated concept in concise and straightforward language, or create video testimonials to encourage new clientele and build trust. Knowing what types of videos you want to create and understanding your audience will set you up for success in your video marketing campaign. Let’s take a closer look at some specific benefits of creating video content. 

Demonstrate Communication Skills to Prospective Clients

As an attorney, you are an advocate for your clients. Advocation can include, depending on your area of law, communicating with your client, opposing counsel, witnesses, government officials, and others. A prospective client wants to know that you can communicate their case effectively, with accuracy and empathy. Showing that you can break down complex issues into consumable and understandable pieces while demonstrating your humanity can make your video content an effective marketing tool. 

Increase Search Engine Traffic

Your marketing team and SEO partners are always looking for ways to have your content reach new heights and increase your search engine traffic. While the primary search engine usually discussed is Google, YouTube has become the second largest search engine, and your SEO team wants to make sure that you’re generating as much traffic as you can. In general, the stronger content you create, the more it’ll appear in search results, and that will directly correlate with new traffic coming to your law firm’s website. Work within Google’s best practices to see continued success with your video content on that platform, as well. Ensuring that you have a clear video description, appropriate schema, and accurate closed captioning will make a difference in traffic to your video content.

Positively Impact Conversion Rates and Lead Generation

One of the main goals in digital marketing is to create conversions—that is, you want to not only attract the attention of a potential client, but you want them to then convert, or complete an action that brings them closer to becoming a paying client. For example, in law firm digital marketing, a conversion is often a phone call or a completed contact form submission. Marketers have found that in recent years, video content has become one of the most effective tools for bringing in conversions, which then become potentially-paying leads. According to HubSpot, 86% of video marketers say that video has been effective for generating leads. Similarly, 81% say that video has had a positive impact on sales. Creating high-quality video content can and will lead to more conversions, more leads, and a heavier caseload for your law firm.

Educate Potential Clients More Clearly and Efficiently

As a law firm, you handle extremely complex problems that most lay people don’t fully understand—that’s why they come to you! Your potential clients want to understand what you can do for them, and they want to learn that information quickly—often faster than a blog post or case study can provide. Video content can prove to be a very effective tool in educating your potential clientele in an efficient way. In fact, viewers tend to retain 95% of information when viewing a short video, as opposed to 10% when reading that information in text. Showing a potential client that you can communicate with them in ways that they’ll understand and retain can lead to a strong working relationship.

Create a Clear Brand Voice and Personal Impression

Your law firm is not composed of robots, nor is it a monolith. You want your law firm to have a unified voice, but you also want to make it clear that each of your attorneys is a trustworthy, knowledgeable person with their own personality and abilities. What does your firm stand for as a whole? Who do you most like to help? And on a more personal level, who are the faces behind the firm? Videos are an excellent medium to demonstrate the voice of your firm and the compassion and individuality of your attorneys. Stand out from the competition by making a strong personal impression on your potential clients.