According to Google, 96% of people seeking legal advice use a search engine. What if your law firm was the first thing they saw? The good news is, there’s a strategy you can implement right now to make this happen.
As search engines and users continue to favor video content as their top source for information online, legal FAQ videos provide opportunities for you to attract and influence potential clients via the web.
Before I show you how, here are a few video stats you should know:
- Marketers who use video grow revenue 49% faster than non-video users
- Marketers who use video receive 41% more web traffic from search than non-users
- Video ads have the highest click-through rate of all digital ad formats
- 52% of marketing professionals worldwide name video as the type of content with the best ROI
- 96% of consumers find videos helpful when making purchase decisions online
With FAQ and educational video content, the goal is simple: Driving more leads and qualified traffic to your website.
You do this by targeting and answering specific questions your ideal clients search for online. Now, please understand, these aren’t questions you think potential clients search; they’re ones you find through data-driven research (I’ll show you how to do this keyword research tips later in this article.)
When created correctly, your FAQ videos can immediately set you apart as a knowledgeable, trustworthy, and dependable resource for people already looking for your services.
Here are 4 best practices to keep in mind when creating FAQ videos:
- Keep Your FAQ Videos Short
FAQ videos drive qualified traffic because they require minimal time investment from the viewer. So make your content easy to consume and keep your length around 60-90 seconds.The longer your video content, the less likely people are to watch it.
- Target Topics Based on Data-Driven Search Volumes (Keyword Research)
Before producing any FAQ content, conduct keyword research to determine what potential clients search in your market and the monthly volume for each search.At first glance, basic keywords with the highest search volumes may seem advantageous (e.g., “Personal Injury Lawyer”). But generalized searches mean you have to compete for first-page rankings with every personal injury attorney with a website. You’re better off focusing on long-tail keywords and searches.
About 70% of page visits come from long-tail keywords. Focusing on long-tail searches not only yields more opportunity to rank your content higher, it also drives more qualified traffic to your website.
Here are 2 keyword research resources to help you get started:
- Google Keyword Planner: Google’s Keyword Planner is a great resource to brainstorm new ideas, find out how many searches a given query gets every month, and see the competition for each query.
- Google Suggest: Start typing questions related to your field in Google, and you’ll see suggestions based on top searches. A software tool such as Keyword Researcher scrapes Google Suggest and can provide more actionable data.
- Provide Value and Establish Thought Leadership
You know your video content inside and out. Now it’s time to deliver the goods. Here’s an example…Greg Herrman, a Texas personal injury attorney and PILMMA member:
- Place Your Videos on Platforms with the Greatest Impact
YouTube is the world’s second largest search engine. The kicker is — Google is the largest and it owns YouTube.When uploading videos to YouTube, include relevant long-tail keywords in your video titles, tags, and descriptions. This formatting helps viewers find your video content. When you include the exact keyword strings you target, you increase the likelihood of ranking for those key terms.Outside of YouTube, repurposing and reusing content can continue to drive results for your law firm. For example, uploading video content to your firm’s Facebook page is another way to build your online presence and reach potential clients. When uploading to Facebook, make sure to upload videos natively to Facebook’s platform, rather than copy/pasting in a YouTube link. This allows your videos to autoplay in potential clients’ news feeds, which helps increase engagement.Pro Tip: Create blog posts with the same titles as your law firm’s FAQ videos, embed the videos in the posts, and upload transcripts of the audio to each post body. This is a fast way to rank content on your website with minimal time investment. Transcription services such as Verbal Ink offer transcripts for as low as $1.50 per minute of content.
Here’s an example from Miami personal injury attorney, James Payer:
Keep in mind, while video is a blossoming trend for creating rankable content online, not all video is created equal. Just as quality video reinforces connections with potential clients, low-quality video has the opposite effect. So deliver value in your messaging and present it in a way that properly reflects your law firm’s professional image.
Michael Mogill is the President and CEO of Crisp Video Group (http://www.crispvideo.com/legal), a national legal video marketing company that produces high-quality and engaging legal videos for attorneys all over the country. Crisp Video is consistently recognized for creating engaging legal videos that help attorneys see a 2 to 10 times increase in case values. By simply bringing in higher-value cases, attorneys who produce videos with Crisp Video see an average return on investment of 300% and routinely double and triple their revenue — sometimes within just 6 months. He has been featured in Forbes, Avvo, ABA, PILMMA, The Huffington Post, and The Wall Street Journal.