With 1.3 million lawyers in the United States today, being an exceptional attorney isn’t enough to stand out and build a successful legal practice. You have to be a standout marketer as well.

In the words of personal injury attorney and PILMMA member, Greg Herrman, “If you’re not out there marketing your firm, you’re invisible. You could be the greatest attorney in the world, but if no one can find you, it doesn’t matter how good you are.”

So how can you communicate your firm’s message to connect with potential clients?  Attention spans are shortening, and you have limited time to create a lasting, memorable impression online. But, what if you create content that prospects want to consume.

Cisco predicts that in 2017, 69% of all consumer internet traffic will be video. As many firms continue to stay well behind cutting edge of marketing, this leaves opportunity to get ahead. Here are 4 ways to set yourself apart with video:

Conversion Content

Say a prospect is researching law firms online and has found your practice. What do they do once they get to your website? According to research, not read your carefully crafted landing page text, thoughtful bio, and list of past client successes and third-party accolades. They quickly scan and click away.

While only 20% of website visitors read content all the way through, 80% will watch a video in its entirety. This offers opportunity to connect and convert. Cue the legal brand video:

Legal brand videos give potential clients a new way to engage with your firm. They are low commitment to watch, and video allows you to transmit more meaningful information than text and images alone. Once visitors are on your website, entice them to take the next step using a brand video as your conversion tool.

Speak To Clients (In Their Own Words) 

Nearly every law firm advertises as the premier legal services provider in their market, and many are. But, with every attorney sending the same message to potential clients, stating this alone does nothing to separate your firm from the competition. Communicate your value proposition in a way that truly resonates with potential clients.

At 89%, client testimonials are the most effective type of content marketing. Use this to your advantage. Incorporate testimonial videos into your content strategy, include them in your legal brand video, and consider creating additional testimonial videos to connect with prospects once they discover your firm. Here’s an example:

The moral of the story: it only goes so far if you say you’re the best… let your clients do the talking, and you’ll win more new clients along the way.

Reach New Clients To Become A Thought Leader

96% of people seeking legal advice use a search engine, and 62% of those searches are unbranded (i.e., “best injury attorney in Boston”). If potential clients don’t search for your firm directly, do you think they’ll find you?

One way to increase visibility and drive qualified traffic to your website is with keyword-targeted FAQ video content.

The Process:

  1. Conduct keyword research to identify what questions potential clients are searching in your market.
  2. Create FAQ video content to directly answer those questions.
  3. Include keywords in your titles, tags, and descriptions when posting and always call-to-action at the end of each FAQ.

By performing keyword research and creating content targeted around specific search strings, you can hone in on the specific clients and cases you’re looking to attract. By including keywords in your video titles, tags, and descriptions, you increase the “rankability” of your content for those key terms. And, by including CTAs in your video content, you will always let viewers know what next steps to take.

Pro Tip: General terms such as “Boston personal injury lawyer” can be incredibly difficult to rank for due to high competition, but long-tail phrases like “what do I do after a car accident” or “how to find a good motorcycle accident attorney” can offer greener pastures for ranking content and driving traffic. Keyword research is key to identifying what will work in your target market.

Share Videos on Social Media

If there’s any doubt that video is social media’s preferred content, then look no further than the world’s largest social feed, Facebook. It makes sense, as social video generates 1200% more shares than text and images combined.

But what does this mean for your law firm? Create content specifically tailored to social media, and you can capture another corner of the inbound market. For social networks, consider how audiences use each platform, and take short attention spans into account.

Consider creating shorter versions of your legal brand video to cater to and engage each social audience:

When it comes to differentiating your brand, always remember that quality is key to establishing (and reinforcing) your position as a high-quality firm. Your content is a reflection of your practice, and your messaging and brand image must work together to support your overall goals.

By creating and implementing quality video content, you can broaden your marketing mix to reach and convert new, high-value clients.

For inbound leads, utilize social video and keyword-based FAQ content to increase visibility, reach new clients, and drive qualified traffic to your website. Once there, implement brand and client testimonial videos to serve as conversion tools to turn leads into clients. And, as always, include a call-to-action in every video to let your viewers know what next steps to take (e.g. filling out a contact form, calling into your office, downloading your book, etc.) — with the ultimate goal of contacting you and hiring your firm.

Michael Mogill is the President and CEO of Crisp Video Group, 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.