David Glatthorn Law
By Gerry Oginski, Esq.
You have a website, but there’s no way for you to personally interact and connect with potential clients who visit your site. Visitors to your site want answers to their problems. That’s why they’ve done a search and have found your website. If you remain faceless and impersonal they’ll go elsewhere for legal help.
It’s a proven fact that websites with photos are more likely to get a prospective client to read what you have on your site. Your nice, smiling, photo creates a basic comfort level for readers. But it has limited value. The reader wants to know who this smiling person is. Can this lawyer help me? What does he sound like? Does he look and sound confident? Can I trust him?
Unfortunately, a photo of you in front of a wall of legal books tells your potential client nothing, except that you dress well, and like to stand in front of a law library.
If you continue to use your website to advertise your services without more personal interaction, you’re losing out to your competitors. The smart ones have already started to use video on their websites. In fact, your colleagues are hard at work to get more clients with the use of video.
You’ve chosen to let the world know what you do and how well you do it. The problem is that everyone else is doing it too.
So what can you do to improve your presence online and distinguish yourself from your competitors?
The answer is video.
Why? Because your website readers can see and hear you. Just like jurors, website visitors are fascinated by short video clips of things they’re interested in. Just look at the popularity of Youtube. Web visitors love to watch video clips. Viewers can quickly evaluate your manner, your appearance and see that you’re an engaging, caring lawyer who wants to help solve their problems.
Compare that to a soundless, faceless website with nice graphics, but no personal interaction. Nothing to make your site a “sticky site” allowing a visitor to stick around are read everything you have to offer them.
Short, personal video clips are the newest and best thing to improve lawyers’ websites and convert website visitors to prospective clients who email or pick up the phone to talk to you.
Don’t just take my word for this. Do a search on your own for ‘website video for lawyers’. Look at the quality of the videos. Importantly, listen to what those attorneys have to say. If you were a prospective client, would you hire that lawyer? Are those lawyers telling you how great they are and why a person should hire them? Or, are those lawyers giving prospective clients information they need to know to answer their questions?
Think about it. Does a website visitor want to hear what an amazing lawyer you are and how important and prestigious your firm is? Or do you think they’d prefer getting information about their problem before they pick up the phone and call?
Answer their unspoken question, and they’re likely to call. Tell them about how great you and your partners are, and you’re likely to turn them off.
Why should you listen to me? Before deciding about whether video is right for you, I want to share with you some facts about myself and my own website. I’ve been in practice for over 19 years as a New York Medical Malpractice & Personal Injury trial lawyer. My website, www.oginski-law.com consistently ranks #1 on Google, or on page 1when someone searches for ‘medical malpractice lawyer in Brooklyn’, or Queens, or New York. In the last few months, I’ve put 70 video clips online and have done it all myself. I’m amazed to say that those video clips have been watched over 20,000 times. (That’s not a misprint).
Those video clips have generated a lot of inquiries by prospective clients who have seen my instructional videos. Isn’t that what you want? Interested potential clients with pressing questions that only you can answer?
HERE’S WHAT I LEARNED
In the months it took me to research and learn everything about video, lighting, sound, pre-production, shooting video, post-production editing and putting video online, I am now very capable and adept to teach others about this valuable tool.
I did my research and purchased all of the equipment needed to create video and put it online. One might think that anyone can do it even with their little video-cam hooked up to their computer. That’s true, but before you put a video online using your tiny video-cam or your camcorder, look carefully at the quality of those videos. Look at how well your scene is lit, and ask yourself the same question I asked earlier: “Would a prospective client viewing this video think that this is the type of lawyer they want?” Or would they quickly say “This video stinks. I can’t see anything. The sound is horrible and it looks like my 5 year old took this video and posted it online without any forethought.”
I don’t think that’s the type of personal impression you want to make for new potential clients. That’s why I’m offering to create a series of video clips for you.
Here’s what I offer:
• Strategy planning
• Video shoot at your office (one hour of video)
• Post production (includes editing, adding background music, and subtitles)
• Posting your finished video clips to Google Video & Youtube
• I provide the “embed code” so you can give it to your web designer and it will appear automatically on your own website”
Appropriately marketing your assets are priceless. As a practicing attorney in the trenches every day, I know that your website is only one part of your marketing and advertising plan, and yet it’s probably the best medium and best return on your investment so far. I know when I did my videos I didn’t want to spend a lot of money, but I wanted a good final product I would be proud of. Little did I realize the amount of time needed to get a good video shoot (there were many re-takes and do-overs), and the amount of time needed to edit the video, put in the background music and titles, and then start to upload the finished product. It’s not simply clicking a button to upload. For each video you have to provide a title, give a description of each video and provide keywords so the search engines recognize the importance of your video.
All of this takes a tremendous amount of time. With practice, I’ve learned to whittle down some of the time, but you just can’t cut corners if you want to do video the right way. Before I decided to offer my video services I did a lot of research on companies that offer these video services. There are only a handful of companies that do a good job. A few of those companies actually create a branded video player to watch your video in, like a pop-up, on your own website.
Hosting a video means that a company puts your video on their ‘servers’ and makes it accessible to anyone who clicks on your video link. Importantly, the longer a video, the more ‘bandwidth’ is used up to play that video on a given website. The more videos and the longer your videos are, the more expensive it is to ‘host’ your videos.
If you choose to hire me to create your video, I’m going to show you a way to host your videos that won’t incur any cost to you. It’s a little secret those other companies don’t want you to know about.
Each of those companies that create lawyer videos limits the video clip to a maximum of 2 minutes. Why only 2 minutes? Because of the limited capacity of their servers and the cost associated with hosting all those videos.
In my opinion, 2 minutes is not enough time to get your informational message out. I believe that you’re better off with a 4-6 minute video clip. The reason? If a prospective client has searched for your services, they must have a pressing question they need answered. Most will gladly sit for 4-6 minutes if their question is being answered.
What do those web design companies that offer video production services charge for all this? I’m shocked to tell you that one company charges $26,000 for these services. By the way, that price goes up to $30,000 starting in January! I’m sure that if you use that company you’ll be pleased with their services. It looks like a nice product. But $30,000? Not for me, thanks.
I know other companies that charge anywhere from $7,500 to $15,000 for these same services. Again, I’m sure you’d be happy with their work, but just look at the cost! Why would anyone pay all that money when you can have the same video clips on your website and online for a fraction of the cost?
If you choose to ignore the most cost-effective way to communicate with your potential clients, just think what doing nothing will accomplish: Your colleagues and competitors will continue to improve their search engine rankings; potential clients will probably pick up the phone and call your competitors instead of you; your website will become stale and not very interesting to a potential client with problems.
Putting video on your website is, in my opinion, the most cost-effective way to express yourself to anyone who comes to your website. Let potential clients see who you are, hear you talk, and learn how experienced you are in your field of law. Doing this will improve your search engine ranking, improve your visibility, and importantly, make you a ‘likeable’ expert in your field.
“OK, so what’s it going to cost to have you do my videos?”
I guarantee it will be a fraction of what the big web design companies are charging. Call me to discuss your needs.
How do I get in touch with you?
Simple. Call me at 516-487-8207, or send me an email: email@example.com
I’d be happy to speak to you about your practice and how video can improve what you already have.
If you choose to go ahead with video on your website, I’ll send you an instruction sheet to let you know how to prepare for the video, as well as your wardrobe (you’re going to want to bring two extra shirts and two extra ties). I’ll explain why when we speak.
That’s it! I hope I’ve explained my services in sufficient detail. I hope you take advantage of my services to boost your exposure online and realize the incredible savings that I can offer.
I look forward to speaking with you soon.
The Law Office of Gerald M. Oginski, LLC
25 Great Neck Rd., Ste. 4
Great Neck, NY 11021