Why You Need Video On Your Law Firm Website | Personal Injury Lawyers Marketing and Management Association

UPDATE 4/18/18: We just added a complete – updated guide – to content marketing for mobile devices. Check out the newest article here: Mobile Website Marketing for Your Law Firm in 2018

UPDATE 8/1/18: We just added an article: 5 Videos Your Law Firm’s Website is Probably Missing


Do you know what the two most popular websites in the world are?

First place is held by Google, the world’s most popular search engine. Google is where the majority of Internet sessions begin.

A keyword search on Google will yield a page of results, deemed by Google’s black-box computer code to be the ‘best match’ for your search. Sometimes there will be videos among the top results.

So which website is in 2nd place? YouTube.

On YouTube, EVERY search result is a video.

Internet users want video. Everyone wants video.

(If you didn’t know, by the way, YouTube is owned by Google.)

Until recently, most Americans got their news from the TV. Over the last 60 years we’ve been trained to consume information in a video format.

Video is easy to consume. The constant change of sounds and images keeps our brains busy. You don’t need to engage your brain to watch TV. They call it “vegging out,” don’t they?

This may all be true, you’re saying, but what does it have to do with your law firm’s website?

The answer is: EVERYTHING.

Over the last 10 years, since YouTube was launched, I’ve seen some lawyers jump head-first into producing videos for their website. The more videos they produce, the more traffic their websites get, and the more traffic their websites get the more clients they get.

It can be a lucrative chain effect and I’m going to break it down for you.

If your YouTube video gets to the first page of search results, you can use it to drive traffic to your own website, both with messages in the video and by providing a link in the description.

Alternatively, by also embedding your YouTube video in a blog post on your website – again with the right keywords – you could bring Google searchers straight to your site.

Video provides two ways of getting you more clients:

  1. Video will increase the traffic to your website
  2. Video will increase your conversion of visitors into leads and leads into clients.

Combining the two is very powerful. And it doesn’t have to cost you a penny.

I’ve long known – and taught – that people buy from people they know, like and trust. Video is one the quickest and easiest ways to achieve this.

Why? Content.

Content

Every website needs content. Law firm websites are no exception. To snag a client, your website should help visitors know, like and trust you. You need to have content that helps potential clients understand your personality and expertise. Video is one of the easiest ways to do this.

Let’s say you want content on your website to explain something to a potential client, such as why they should take photographs at the scene of their car accident, or perhaps how your law firm handles cases in a better fashion than your competitors.

You could write an article or blog post that explains what you’re trying to communicate. Or you could record a video to achieve the same objective.

You already understand the material. So it may be easier to shoot a quick video of you talking unscripted, explaining the information.

How long would it take you to record a quick video? Would it take you longer to write an article?

The same can be said for people consuming the information. Like I said, we’ve been trained to consume information through video. So many people would rather watch a video than read an article.

Session Length

If you didn’t know, one of the many signals that determine how Google ranks your website in search results is the length of time visitors spend on your site.

The longer a visitor stays on your website, the more likely it is that your website was the right answer to their search query. However if visitors don’t stay on your site for long, then Google thinks that visitors won’t find what they need on your site, and down the rankings you go.

If you have lots of videos on your website, visitors can binge-watch to find out more about you and your law firm.

But if you don’t have any videos on your website, then all a visitor can do is read your content.

Remember: the longer a visitor stays on your website, the more likely they are to hire you. And the longer visitors stay on your site, the better your Google ranking, which means more visitors.

What I’m explaining isn’t hypothetical; they’re just a few of the reasons why lawyers who have lots of great videos on their websites have massively grown their law practices as a result.

We had a PILMMA member cancel their subscription once because I’d suggested that they start producing videos for their website. He explained, “Video isn’t for me.”

Well of course it wasn’t! It was for their potential clients!

Ever hear the phrase, “You are not your client”?

It doesn’t matter if you don’t watch videos online because, trust me, your potential clients do.

What’s the #1 growing trend in advertising on newspaper websites right now? Video!

What’s the #1 growing trend on social media right now? Video!

Whether it’s people broadcasting with Facebook Live or auto-rolling video advertising in users’ timelines, video is everywhere.

It’s not 1994 any more. You can’t get away with a website that is little more than an online business card.

Your competitors are producing videos whether you like it or not. As much as you may wish for a simpler time when all business came out of the Yellow Pages, time marches steadily on.

Think about the next generation of lawyers who are now starting their own practices. I know some of these lawyers. They’re Millennials.  To them, creating a video isn’t marketing, it’s just what they do. All the time. A smartphone feels more natural in their hands than it does in yours.

I’m lousy with technology. I need someone to show me stuff. But I know how to record a video on my phone, though sometimes you need better production values. So I have a small studio in my office with professional lighting and a camera ready to record. On my next birthday, I’ll hit 60 years of age. You can teach an old dog new tricks.

If you’re not putting videos on your website, you will lose business to the other law practices who are using video.

If I can get my head around producing video for my website, then so can you.


UPDATE 4/18/18: We just added a complete – updated guide – to content marketing for mobile devices. Check out the newest article here: Mobile Website Marketing for Your Law Firm in 2018

UPDATE 8/1/18: We just added an article: 5 Videos Your Law Firm’s Website is Probably Missing


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