High-quality, captivating content is one of the most important elements of any successful marketing strategy. It’s one of the things that draws prospective clients to your site and demonstrates your ability to handle their legal matters in a way they can understand. With more people spending time on their smartphones, especially while we continue to socially distance ourselves, there has been a steady increase in the consumption of video content over static text. 

A recent study revealed that over 75% of people watch online videos every week and just over 55% of those watched at least 4 videos every day. The myriad of social media platforms, particularly YouTube and Facebook, makes this all possible. Video content is the most shared compared to text and images combined according to this same study. Why you may ask? Video plays a dual function: catch a viewer’s attention with moving images all while relaying useful information. 

Many firms limit their use of video or don’t even use it all, because they simply do not understand its value or appeal. Do not make this mistake. Incorporating a video component to your content strategy will help your firm engage more with prospective clients and drive them to your website as video incorporates SEO properties that will ultimately help your site rank higher on SERPs. All this is for the main goal of converting these leads into actual clients. The question now is, how?

In this article, we’ll detail key techniques that will help you drive traffic to your website by having a video marketing strategy, especially as the world emerges from pandemic-induced hibernation.

Types of video you should be using

Just as there are different types of text content, video content comes in many forms, and each serves a different purpose. Depending on your marketing goal, select the type of video content that most appeals to you and helps achieve said goals.

  1. Branding a well crafted firm introductory video gives potential clients a glimpse into how your firm operates and who you are. A branding video provides a visual representation of your firm’s value proposition. For those clients that can’t meet you in person, it shows them what your offices look like to help them choose your firm over others.
  2. Attorney interviewslet’s be frank, lawyer bios tend to read like a LinkedIn profile more than anything. While sharing your background and accomplishments is important, drop off rates tend to be on the high side on these pages. Having a video alternative is a great way for lawyers to share this same information, as well as their expertise in a way that can help build a rapport with prospective leads. It is far better for leads to see and hear you passionately share information about your practice than it is to simply read it.
  3. Explanations of informationhaving a video edition of your firm’s frequently asked questions is an innovative way of explaining the legal jargon and processes linked to your areas of practice. Your firm can use these videos to address specific legal issues commonly faced by prospective clients. Think of this as the video adaptation of your frequently asked questions section.
  4. Client testimonials – testimonials are an important component of any marketing plan. Your clients speaking positively about their experience with you and your firm is an extremely valuable tool and can make the difference between engaging with a new client and being passed over for the next firm on the list. Seeing real people share their positive experience is far more powerful than a written testimonial. Video testimonials drive 4 times more engagement than written testimonials.
  5. Paid advertising videos – using 30-60 seconds clips in your paid ad campaigns will significantly improve your conversion rates. With a limited amount of time available to capture a person’s attention, the shorter the ad, the better. You are guaranteed that your viewing audience will watch your video in its entirety. Consider using closed captions for the hearing impaired or those viewers who prefer to watch videos with no sound.

Additional tips:

  • Ensure video content is mobile-friendly.
  • Publish your optimized videos across several platforms, including Youtube. Since it’s owned by Google, the search features are integrated across both platforms. 
  • Include a call-to-action in the videos.
  • Differentiate yourself amidst the COVID-19 noise.
  • Seek to engage, uplift, support or educate your audience.
  • Consider using animation or infographics, this can also be a more cost-effective or contact-free way of creating a video.
  • Be present: keep an eye on views, shares, comments and overall engagement rates.


In an impersonal digital world, users are craving a connection and personality. It is more meaningful to people to see and hear industry leaders and legal experts in a real-life context as it builds trust and a rapport that text just isn’t able to give. In addition, properly optimized videos with a solid title and strong keywords will do wonders for your firm’s SEO, as well as provide you with a sustainable competitive edge. Whether you’re looking for a new way to engage with your clients or get ahead of the competition, embrace video marketing to attract and retain new clients.