The Battle Is On: Online Directory Lawyer v. Online Video Lawyer

Special to the Lawyers Video Studio

by Johnny B. Goode, Reporter

“In today’s match-up we have the lawyer who uses online directories to market himself and his law firm. That lawyer is up against the Online video lawyer. Who’s going to win this round?”

“Gerry, this question is posed by lawyers who typically started marketing online in the early days of the internet. The only real marketing available to a savvy attorney at that time was to join a directory. In the early days, the search engines gave lawyer directories great weight and the directories came up on the first page of the search results consistently.”

“Years later, the online lawyer directories have fallen by the wayside. Most internet viewers want answers and results and not a directory that takes time to drill down to their state, the specialty and the town where the lawyer practices. In addition, the directories typically do not rank well for specific targeted searches.

What does that mean for a lawyer who has invested with an online lawyer directory? It means that they may be spending money without seeing any prospective monetary benefit. Now, that is generalizing matters and there are always exceptions. However, the online directory lawyer signed up to try and gain a competitive advantage by being in a visible directory.

Contrast that with the online video lawyer. He is someone who recognizes that communicating directly with a viewer who is searching for a particular topic is much more advantageous than simply using text. He realizes that his prospective client is searching for answers to their legal problem without having to go through an intermediary such as a directory.

The online video lawyer wants a viewer to find their video directly, instantly giving the viewer information they are looking for. The online video lawyer understands the importance of not making a viewer jump through hoops to get information and answers. You don’t have to click ten different links to watch a video. You see a search result with an answer you want, click the link and are taken right to a video. Click “Play” then sit back and watch.

Videos rank well within the general search engine results. We know that even though Google video is gone, Google reins as the master of search with YouTube coming in right behind at #2. BTW, in case you didn’t know, Google owns YouTube.

That’s it for today’s match-up between the online directory lawyer versus the online video lawyer. In my opinion, the online video lawyer has a clear advantage over the online directory lawyer. Years ago that might have been different. No longer.

I’m Johnny B. Goode, special reporter to the Lawyers Video Studio, coming to you from the junior fight card here in Las Vegas. Join me next time when we match up the online video lawyer with the billboard lawyer.”

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One Response to The Battle Is On: Online Directory Lawyer v. Online Video Lawyer

  • Larry Bodine says:

    Hi Gerry,
    You know I’m a fan of yours and a believer in video. And I agree that SOME lawyer directories have fallen by the wayside. You may be interested to know that, where I work, gets more than 2.5 million unique visitors per month. The visitors are consumers who are potential clients. Our analytics show the visitors are seeking lawyers who can help them with divorce, bankruptcy, foreclosures, landlord/tenant, employment law, criminal law, immigration, and personal injury and medical malpractice — your area of practice.

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I found Gerry’s approach to be a common sense approach to… what people are looking for. It’s not necessarily what we think our video should be, it’s really what people are searching for. Gerry’s made a study of how people search the web and what they need from lawyers and then he’s able to communicate that on video. That’s what I really found intriguing: the methodology by which we shoot the videos and the way that he communicates that methodology.

Joe Hanyon
MHK Attorneys