Many online attorney listing programs and matching services allow law firms to link videos or host videos on their websites at little or no cost. However, most firms decline this option, leaving a valuable conversion tool untapped. A video where an attorney speaks directly to the client about his background, experience, and uniqueness can be far more compelling than any written content published on a firm website or online professional profile page.
A reasonably high-quality video can now be created relatively inexpensively and can provide a substantial return because of its unique ability to help an attorney connect directly with potential clients. The saying that a picture is worth a thousand words is even more true when the moving picture gives an attorney the chance to communicate directly to a prospective client in his or her own words. A video introduction provides an opportunity to show a person who is considering hiring the attorney that the attorney is a real person and allow the attorney to begin building trust.
Another type of video that can be very effective in attorney internet marketing is a video discussing specific legal issues or topics. This type of informative video can answer some client questions and start the process of portraying the attorney as an expert in the field. Videos that provide overviews of legal issues and procedures can help create the feeling that the client is already being advised and guided by the attorney.
Many law firms make a substantial financial investment in marketing programs, such as legal listing services. A firm’s use of videos can increase a firm’s conversion rate and lead to an improved return on that investment. The use of an informational and/or introduction video can help boost the conversion rate for a firm’s website. Videos can make a firm website much more effective as a marketing tool and can have a substantial impact on converting hits on the site to actual calls to the firm.
One of the easiest ways to incorporate video into an attorney internet marketing program is to host the video on YouTube and embed the video in the firm’s website. This is fairly easy to do and most marketing programs will do it for the firm. The other advantage of this approach is that if a video discussing a legal issue is placed on YouTube, the video will itself generate additional traffic to the law firm’s website. Many search engine optimization experts predict that video and multi-media content will continue to grow more important in Google search results, so using video as part of attorney internet marketing can also help improve law firms with their own website optimization.
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