Mid-Size Law Firm Videos-Why Online Video Will Convert Visitors

thumbnailLawyers who work in a law firm with 5-20 lawyers may think video should not be part of their marketing plan to gain new clients. They’d be 100% wrong. Lawyers fail to look at marketing from a potential client’s eyes.

Think about why you even have a website: To provide information to online viewers.

How do you distinguish yourself from other mid-size lawfirms? With pictures? With flash animation? With your credentials? With your results? With the articles you and other lawyers in your firm have written?

Most mid-sized law firms have pictures of their office building; a photo of generic, well-dressed people in a waiting room; photos of their law library; a photo of a senior partner standing lawyerly and formal while looking at a law book. Here’s my question: “So what?” What good does any of that do to help you distinguish yourself to your online viewer? The answer is likely nothing.

Here’s why: Your viewer doesn’t care about your office building. They don’t care about your law library. They also don’t care about those people in your waiting room or your custom cherry wood cabinets lining your office. Most viewers searching for an attorney online assume that you are qualified to practice; that you’ve passed the bar; that you have (some) experience. Static pictures simply don’t cut it. Static websites are not helpful. Lawyer directories are useless. Flashing your credentials and whether you were on moot court or law review doesn’t really help a viewer distinguish you from a hundred other lawyers in your field of law.

Know what works best? Video.

Video shows you’re human; you’re approachable; you’re confident; and you interact with your viewer- regardless of whether that viewer is a consumer or another attorney looking to hire you. Remember, a viewer is sitting (usually) in the comfort of their home or office or maybe Starbucks. They want to know more about your firm. They want to see you; hear you; and learn information about you. Video is the key to converting visitors. Currently, it’s the best way to get a viewer to pick up the phone and ask for more information.

Thanks for taking the time to read my blog. Have a great day!

______________________

Gerry is a New York medical malpractice and personal injury trial lawyer in practice for over 21 years. He has produced and created over 200 educational and informative videos to help consumers understand how lawsuits work in the State of New York. If you want to see how Gerry has used video to promote his own practice click here.

Gerry created the Lawyers’ Video Studio to help lawyers get onto video. To get started with creating video to market your legal services, Gerry offers a simple and cost-effective turn-key video creation system where he does everything for you except appear on camera, click here to learn more.

You can reach Gerry personally at 516-487-8207 or by e-mail at Gerry@lawyersvideostudio.com. He welcomes your call.

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8 Responses to Mid-Size Law Firm Videos-Why Online Video Will Convert Visitors

  • Raj Kotecha says:

    Gerry you are doing great things – keep it up – I wish you more success.

    Raj
    CreativeContentAgency.com

  • Thanks Raj. Nice video interview with Gary Veynerchuk. He’s way ahead of the curve on using video to market himself.

    Gerry

  • Video presentations with attorneys as “star performer” can also backfire if done incorrectly, unprofessionally or without due preparation. For those attorneys who are less photogenic, or who are not video-savvy, viewers can get the wrong impression about you from a video. Take the time to get “coaching” before filming, to rehearse and get critique from clients and associates, and to consciously craft your image to match the most positive aspects of your “self” and your practice before launching any video for the world to see. Remember, virtually nothing on the web is personal, and assume worldwide exposure with all it’s intended and unintended consequences. Better yet, take a lesson from this blog—few people care as much about you as they do about the problems you can help them solve. Consider instructional or educational video for your website rather than the “all about me” format.

  • Thanks Julianne-

    I am a strong proponent of being yourself and having video show what you are really like. That is why it is important to practice your message, just as a trial attorney never goes into trial without practicing before-hand. Remember, your first video will be your worst. Your second video will be your second worst. With experience, you will get more comfortable and better able to present your message. However, the “professional image” that most people try to portray with high-end video production loses the forest for the trees. The image is nowhere near as important as the content you are able to provide. Viewers much prefer useful content over the quality of the video production.

  • Gerry, have you seen any data with regard to comparison of conversion rates of “image” videos vs “content” video? Are they effective in the short term, or does it take time to attract an audience, develop a following and convert these content video viewers to clients?

  • Richard West says:

    Gerry,
    If anyone doubts what you say is true, all they need to do is look at their web stats. After I started putting video on my website (although my wife said I look like an animal) the numbers went up significantly. And its clear that the information format visitors want is video. They don’t spend much time reading the over one hundred pages of really good content that I have. So, the numbers speak for themselves.

  • Richard West says:

    I have put homemade but carefully done videos up on the main website and also as special video blogsite, which I added after seeing your videos. You can check them out at http://www.debtfreeohio.com and http://www.debtfreeohioblog.com.
    All the best!

  • Richard,
    Nice job on the video.

    Gerry

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Testimonials

During the videotaping, you would stop and correct us when we needed correcting. During the videotaping, you let us go along on topics that you felt were interesting that may not be direct to the point but would capture our audience. When we were shy a topic, you threw one out at us. When we needed to be given direction, you gave us that direction. I can only say to anybody who’s considering Gerry Oginski for this process, that there should be no one else that you should consider.

Andrew Siegel
Siegel & Coonerty, LLP