Why Your Video Headline Is THE MOST IMPORTANT Thing Your Viewer Sees

Your viewer is actively SEARCHING for information. They have questions. They have a pressing legal problem. From the moment they enter their query into Google, the clock is ticking for you. You have a very limited time in which to engage them.

Google will return thousands or hundreds of thousands of search results in .06 seconds.

On the first page of Google, the top three results are paid ads.

Under that are the organic search results. Unless of course you hit on a page with Google Local where 5-10 local businesses related to your search show up above the organic search listings.

Your time is running out.

Your viewer then begins scanning the titles. They stop at an interesting headline and scan the image next to it to see if it’s interesting.

If your video headline or title is not compelling, you’ve lost the opportunity to engage your viewer.

They’ve gone. To the bottom of the page and over to the next page. They’re still searching. They have not found what they’re looking for or what interests them.

You’ve lost this round. You may have lost a valid lead. You may have lost a valid client. You’ll never know.

You’ll also never know why your headline was not interesting or compelling.

Your video headline is THE most important thing a viewer needs to see and find attractive in order to STOP SEARCHING. That headline is what will get a viewer to click on your title and get them to start watching your video.

If your headline fails to do that, you’ve lost a key opportunity before a viewer has actually watched what you have to say in your attorney video.

One caveat. Do not use misleading headlines.

Just like your ethical rules prohibit you from misleading a client, you should NEVER mislead a viewer into believing that your true video content is different than what you advertise in your headline.

Also, make sure your thumbnail image is consistent with your attorney video content. It might not be appropriate to have a racy photo of a young woman in a bikini putting on suntan lotion on the beach, when your video is actually about trial tactics.
Be true to yourself and to your viewers who are searching for your content.

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Gerry Oginski is the master of online video. If you have not seen his videos, you should. He’s done more videos than any lawyer out there. The big edge that Gerry has over his competition is that his videos allow consumers to get to ‘know’ him before they even pick up the phone. His use of video on his website and his video blog is amazing.

Ben Glass
Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA