Video, Video, Video…OK, Have We Said It Enough!

Whether you are an established law firm or new firm, you probably know that video marketing is a big deal. But it has never been more prominent than it is today. More people are staying home to stay safe, and most outside entertainment options have been postponed or canceled.

YouTube engagement is at an all-time high, with up to 30% more views of video content and Instagram reports a 70% jump in live streaming. The demand for video content has soared, as has its importance to digital marketing.

People will always have legal issues to resolve, so they are going to need your services. If you want to connect with them in 2021 and beyond, it is vital that video marketing becomes one of your priorities.

Why Include Video in Your Law Firm Digital Marketing Strategy?

There are many reasons why your law firm should include video in its digital marketing strategy. First, some data:

Beyond the numbers, here are the reasons why video should be an essential part of your firm’s digital marketing strategy:

Videos Attract Attention

Infographics, photos, and informative posts still have their place. But a video can capture a visitor’s attention in a matter of seconds and hold it if you have a strong message.

Google Loves Video Content

Research clearly shows that video content increases the amount of time a website visitor stays on your site and when you can keep people on your website longer, your search engine rankings will benefit. Google will notice that people are spending more time on your site and reward you for having engaging content.

Law Firm Video Builds Trust

Consumers have grown understandably suspicious of businesses and marketing in general. When you “show” them who you are through video content, it can help instill trust and create a lasting connection.

Legal Consumers Want Video Content

People have become accustomed to seeing video content online and expect it on both websites and in their search engine results.

Video Explains Things Better

Sometimes, difficult concepts are easier to explain through videos. You can use a whiteboard or tell stories in your video that give your audience a better understanding of the subject.

Video Boosts Conversions

Since most consumers claim that video helps them make purchasing decisions, you can leverage this to attract new clients with targeted content.

Video Encourages Sharing

Social media networks, email, and even text apps are equipped to allow users to share videos seamlessly.

How Law Firms Can Use Video in Web Marketing

Video can be a powerful way to market your law firm and its services. Now that video is one of the most popular mediums online, how can your firm harness it to create awareness and produce results? Here are just a few ideas:

  1. Introduce Your Firm

Use video on your “About Us” page or homepage to tell people about your firm, your practice areas, and introduce the attorneys that will help solve their legal issues.

  1. Post Explainer Videos

Written content is still vital, but you can supplement this and broaden your reach by also posting some videos. Explain different legal issues and the ways your firm addresses them.

  1. Testimonial Videos

Before hiring an attorney, most potential clients want some validation that they are making the right choice. You can provide this on your website with testimonial videos from prior clients that let them know what they can expect when they hire your firm.

  1. Case Studies

Your firm can use videos to show potential clients that you have successfully handled cases like theirs in the past. This can instill confidence in your firm’s ability to achieve a positive outcome.

  1. Live Streaming

Having “live” on-camera dialogue with others has become more commonplace over the past year. Law firms can leverage this by live-streaming topic-specific webinars and Q&A sessions to connect with current and potential clients.

Four Video Marketing Trends to Watch in 2021

There is no doubt that video is powerful. If 2020 taught us anything, it is that you don’t necessarily need to meet face-to-face to get things done. Everything from classrooms to work to court cases are being handled through platforms like Zoom and social media channels.

When you market your business, using images helps boost engagement, but video can be even more memorable and effective when done right. Here are a few video marketing trends to watch for the coming year:

Google Search Emphasis on Video

Have you noticed that Google now includes a row of videos in many organic search results? This presents a golden opportunity for law firms to create videos that answer the questions that people are asking. If you can grab one of these spots, it can bring additional traffic to your page and clients to your firm.

The Rise of the Webinars

Online (or “web”) seminars, also called webinars, are another way to market your law firm with video content. You can use webinars to establish yourself as a trusted expert (for example, in estate planning) or to give the public useful information, such as how to file for bankruptcy or get a divorce during a pandemic.

More Omnichannel Video Content

Have you ever mentioned a Facebook video to someone, only to hear that they already saw it on Twitter, Instagram, or LinkedIn? This has become incredibly common because consumers often have a multi-channel diet that consists of many networks. So, when you post a video, it makes sense to do it across several digital channels.

Increase in Video Live Streaming

Posting live video streams is not new, but it has become much more popular as a video marketing strategy. In the past year, people have become used to attending live streamed yoga sessions, music performances, and cooking demonstrations.

This level of comfort with live video has opened new ground for marketers. You can use this medium to post “breaking industry news” or have regular chat or Q&A sessions via your website or social media profile.

Contact Sundown Legal Marketing Today To Discuss Law Firm Videos

At Sundown Legal Marketing, we specialize in helping our clients make the most of every opportunity, to create awareness and drive results. Contact us today, and let’s start a conversation about how our team can make video marketing one of your most effective channels in the coming year.

No Video in Your Marketing Plan – Your Plan is Destined to Fail

If you want to create more brand awareness, generate more traffic for your firm’s website, and convert more visitors to clients, video marketing checks all the boxes. Despite the clear appeal of video to consumers, law firms are often reluctant to try this medium as part of their digital marketing strategy. So, if you have been considering ways to take your marketing game to the next level, here is how video can do it and some of the ways you can use it in law firm marketing.

How Video Marketing Can Help Your Law Firm

Consumers love video, and its use has expanded to much more than just silly challenges or travel diaries. Video marketing has proven to be an incredibly effective marketing strategy across all industries. According to the latest statistics:

  • 89% of video marketers claim that video gives them a good ROI.
  • 92% of marketers that use video say it is an essential part of their marketing strategy.
  • 96% of consumers admit that they have watched an explanation video, and 84% say they have been convinced to buy a product or service by watching a video.

According to statistics compiled by The National Law Review, 96% of prospects now begin their search for legal answers online. And 62% of searches are non-branded, meaning a person isn’t looking up your name, but rather asking a question or searching for a “Birmingham divorce lawyer.”

When your firm has a variety of ways for consumers to get the information they want and need, it will reach more people. Some consumers want to read, and others would prefer to watch a video. Even if you already have some of this information on your site, video marketing can pay off in spades for your firm.

5 Ways to Use Video in Law Firm Marketing

Roughly 300 hours of video are uploaded to YouTube every minute, which is a staggering figure. But the truth is that many of your competitors either aren’t taking advantage of video marketing or are not doing so effectively.

As a lawyer, you can begin to get better rankings, reach more clients, and improve your business results by creating some high-quality videos. Here are five ways you can leverage video to market your law firm.

  1. “About Us” Page

Create a video for your “About Us” page that showcases your firm from the ground up. Include information about your company’s background and mission statement and then introduce your attorneys and other key staff.

While you might have some of this information in written form, video is a more engaging way to connect potential clients with attorneys that may be able to help them solve their legal matters. A video like this can make your office, and its staff seem less intimidating to potential clients. You might even wish to include it on your website’s home page.

  1. Video Series

Another useful way to use video in law firm marketing is to create a series of videos tied to a particular topic, such as divorce, trucking accidents, or disability law.

If you are a personal injury attorney, you can create a series of videos about what to expect from a personal injury case. There can also be videos explaining the best way for dealing with insurance companies, getting medical care, and avoiding common personal injury case mistakes.

  1. Case Studies

Prospective clients generally want to know that you have successfully handled cases like theirs and achieved positive outcomes. While you may not be able to cover all the possibilities, you can showcase some of your experience and past successes with video case studies.

Create some videos of your firm’s attorneys describing a specific case from start to finish. If the client consents, you can even ask them to provide testimony about how your firm solved their legal issue. This gives clients a good sense of what they might expect from their case and your firm.

  1. Testimonials

Many legal clients still arrive via referrals and word of mouth. Even those that get a recommendation from a friend or family member are likely to do some independent research on your firm before giving you a call. If there aren’t any reviews or testimonials available, even a personal referral might not be enough.

Video testimonials are excellent ways to reach that segment of your audience that is doing a deep dive into your online reputation before deciding on what law firm to hire. More than a few printed quotes from past clients, these pieces elicit more credibility and emotion and are likely to influence the decisions of those who view them.

  1. Live Streaming

If you have not added social media to your digital marketing strategy, there are a host of benefits to meeting clients where they spend a good deal of time. One of the features of social media, particularly Facebook, is the ability to “go live” with your videos.

Many law firms are now hosting informal live sessions on Facebook, LinkedIn, and even Instagram that feature Q&A sessions, a discussion of breaking cases or current events, or other information that would be of interest. One of the benefits of these videos is that they don’t disappear forever once you hit the “stop” button. Visitors can continue to replay the recorded versions of your live sessions as long as you keep them posted.

Should You DIY or Hire a Video Team?

Video isn’t necessarily complicated, so your firm could create some of these materials without a dedicated marketing agency or videographer. That said, you have other things on your plate and may not have the tools on hand to do quality video editing.

If you want to create video marketing pieces that will have the most impact, it makes sense to work with a digital marketing agency that will help you get the most return on your investment. If you’d like to maximize the value of YouTube and video marketing for your law firm, give Sundown Marketing Group a call. We have extensive experience helping clients review their needs and goals and will present a plan designed to deliver the best possible results.

Adding Video to Your Law Firm Marketing Plan

High-quality content is one of the most important elements of any successful web marketing program. It is one of the things that attracts prospective clients to your site and demonstrates your ability to handle their legal matter. While most content marketing has focused on static text, there has been an increase in the use of video content on websites and in web marketing. Today nearly 80% of people watch online videos every week and just over 55% of people watch videos every day. Social media is a great destination for video as well. Approximately 100 million hours of video is consumed on Facebook every day and social media generates 1200% more shares than text and image content combined. Video is more evocative than any other medium – 20% of people remember what they hear, 30% of people remember what they see and 70% of people remember what they hear and see. Our brains are wired to process moving images and video is ideal to catch a viewers attention and convey your information. These statistics just cannot be ignored.

Many firms limit their use of video because they don’t understand its value or how to effectively leverage video to appeal to their target demographic. Many others think that video is useful, but don’t make it an important component of their web content. Understanding why video is important to the success of your internet marketing program and the types of video content you can create will help you understand the role it plays in driving prospective clients to your website and converting them to actual clients.

Reasons to Include Video

Video can be highly beneficial for your website as well as for your web marketing efforts. Not only does it mean faster content consumption, but video can be more dynamic on a webpage, and will provide more opportunities for distribution compared to static text. That can increase engagement with clients, resulting in an increase in client development, as well as help achieve your website goals and metrics.

Benefits of adding video to your website:

  1. Video is faster for consumption. Today’s society emphasizes speed and ease of use. The average person browsing online want to get information quickly, easily and accurately. Social media platforms like Facebook, Twitter, and Instagram emphasize small amounts of text and the use of images and video to convey messages. That means people aren’t going to spend a lot of time reading the text on your site. But a video gives them the information they need more quickly, and then they can decide how else to engage with your site and your firm.
  2. Video is more dynamic. There’s only so much you can do with text and images on a page. Video can be more dynamic and engaging, combining audio, video, and text to create a unique experience for your website visitors. Creating a more engaging experience for your clients gives you the chance to show what your firm has to offer and how you can provide them with quality representation. That message is delivered more effectively through video as opposed to static text. Clients may be more likely to watch an entire video, where they are more likely to stop reading halfway through the text that conveys the same information.
  3. Video has greater distribution possibilities. Video also has the greater opportunity for distribution. When you create text content, you have to create different kinds of content for different platforms (blog, email, social media, etc.). But because all of these platforms can use video, and people consume video essentially the same way on each platform, you don’t have to create different videos for each distribution platform. Instead, you can create a video based on the message you want to deliver and then share that message to video hosting sites, platforms and social media.
  4. Video incorporates Search Engine Optimization (SEO). SEO is the process used to help your site rank well on search engines. Sites that use certain words and phrases in their content show up in search results, and video can be used to boost SEO, as well. Since users like video, they may be more likely to click on your video rather than a link to static text on your site. Not only will your videos show up in search results, but watching videos may keep consumers on your site longer than scanning static text, which increases the chances that visitors will take the next step and contact your firm.

Types of video for your website and web marketing

Just as there are different types of text content, there are different types of video content you can use on your website and in web marketing. They have different purposes, so you should choose your type of video carefully. Here are a few types of videos you should consider:

  • Explanations of Information. One of the most common types of video content is to explain information. For law firms, this can be an explanation of a specific legal issue commonly faced by prospective clients. These videos are a good way to add value for your clients by addressing topics related to your areas of practice. For example, if you are a criminal law attorney, you could share with prospective clients what they should do or say after getting pulled over for a DUI. We often refer to these videos as Frequently Asked Questions or FAQ’s.
  • Attorney Interviews. Interviews or attorney biographical videos are a great way to share your understanding of the law and how you apply that understanding to achieve superior outcomes for your clients. These types of videos can be used to convey your subject matter expertise and can highlight how you establish and develop relationships with clients. It is far better for a potential client to see & hear you share information about your practice, as opposed to reading a page full of biographical information.
  • Firm Introductory or Branding. Video is an effective way to show prospective clients how your firm operates and why they should choose your firm. A well-crafted firm introductory video gives potential clients first-hand knowledge of what your firm has to offer. If they don’t have the opportunity to meet with you in person, a branding video can paint a picture of what type of firm you are and how you win for your clients. This video is your opportunity to share your firm’s value proposition.
  • Client Testimonials. Client testimonials are an important component of any marketing program. 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. Video is the most effective medium for client testimonials. 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.
  • Paid Advertising Videos. Using short 30 second to 1 minute videos in your paid advertising campaigns can significantly improve your conversion rates. A recent study showed that people remember 20% of what they hear, 30% of what they see and 70% of what they see and hear.

Whether you are looking for a new way to engage with your clients or you want to get ahead of the competition, video content on your website and in web marketing is a valuable tool for communicating information. When you engage your clients with dynamic video, especially when you use SEO-driven content to draw them in, you will be able to connect more effectively and achieve your firm’s goals.

Contact Us Today for Assistance With Your Video Marketing Strategy

Sundown Legal Marketing specializes in helping law firms review their current internet footprint, developing a comprehensive internet marketing plan and implementing every aspect of that plan. Contact us today for a free website evaluation and a no obligation assessment of your internet marketing plan. Call us today at (800) 864-1764 or online at Sundown Legal Marketing.


Transcriptions and Complementary Text

Video consumption has steadily increased since the first video clip was loaded onto YouTube more almost 15 years ago. More and more people are watching more and more videos with every passing day. There are also more video platforms today where you can display your videos, making it easier to get your video content in front of the right consumers. Using videos as a conversion tool is been a commonly used SEO tactic, but does the use of video help with ranking your law firm’s website?

Video optimization is a topic that isn’t discussed as often as tactics like content marketing or keyword optimization. How can video be used to get Google’s attention and to help a website rank well? What is the consensus among experts on how to successfully rank video on search engines? If you do a quick Google search on the topic you will find a number of universally accepted pieces of advice:

  • Add a title that is fitting to the subject matter
  • Add a description with the keywords that you want to rank for
  • Choose the right hosting platform
  • Make sure your thumbnail is engaging
  • And, add transcripts

But, does it help to add the transcripts on the page as text as well as transcripts directly to the law firm video (aka Closed Captioning)? In other words, would it be better to not only add transcripts to the back-end of the video, but to the HTML of the page as well? And, would it be better to have complementary text that is not the exactly the same as the transcript, but slightly different? For the answer, the crack SEO team at Sundown Marketing put together a case study.

Case Study Details

The team selected three current SEO law firm clients, all of which utilized video on their websites. We focused our study on the short, 1-2 minute FAQ videos.  

  • The selected videos for Client 1 (Site A) would receive just the transcript added to the video (.srt file added to create Closed Captioning).
  • The selected videos for Client 2 (Site B) would receive the transcript to the video (.srt file added to create Closed Captioning), as well as the video transcript added directly to the page.
  • The selected videos for Client 3 (Site C) would receive the transcript to the video (.srt file added to create Closed Captioning), as well as complementary text (a short blog utilizing the same topic as the video).

Once the transcipts and text were added to the videos and the website, we sat back and watched. Here are the results:  

Law Firm Video with SRT vs Video with SRT file and Mirroring Text in the page vs Video with SRT file and Complementary Text:

Client 1/Site A received the transcripts uploaded as an SRT file, so that closed captioning was enabled; Client 2/Site B received the same as Client 1/Site A, but also received the transcripts added in plain English on the page; Client 3/Site C also got the transcriptions, but also received complementary text, different from the transcripts, but with a related topic. Let’s see how each of them performed. Below are the number of times each page was viewed in the 60 days that followed.

Page Views:

Client 1/Site A, which only had the transcripts uploaded as an SRT file, received only 4 page views in 60 days; Site B, which had the transcript uploaded, and had the same text in the body of the page had 8 page views; and Site C which had the transcripts uploaded, and complementary text had 21 page views.

Page rankings:

In addition to monitoring the page views these videos received, we also monitored the page rankings over the course of the 60 days following the uploads. Here is what we found:

Again, we see that the page with the SRT file only did not do as well. The page isn’t ranking for its keyword.  By contrast the page with the same content as the SRT repeated in the content of the page is sporadically ranking for its keyword, while the page with complementary text got a boost from the #2 spot to the #1 spot for its keyword.

Based on the short Ultimate conclusion here is just what you might expect: When you work diligently to give Google more unique and useful bits of information, without being “spammy” about it, the better your content/videos will rank.

If you need any assistance with a video campaign for your law firm, would like to develop a video strategy or have questions about the most effective way to manage your current video library, give Sundown Legal Marketing a call at (800) 649-1764 or contact us through our online contact form.

A website is just a piece of an overall law firm internet marketing program. In fact, it is probably the most important piece, as it serves as the hub or foundation of your internet marketing program. A website could serve a number of different purposes:

  1. Online business card – Displaying a professional image for the firm across the internet
  2. Brand sharing – A tool to “get the word out” and develop familiarity with the firm in the community
  3. Online lead generation resource – A tool to drive potential clients to the firm

The first step any law firm should take when reviewing their online presence is to complete a review of their website, and this should start with three questions:

  1. Is your website getting any traffic or visitors?
  2. Is your website creating leads?
  3. Is your website converting those leads into clients?

If your website is getting traffic or visitors, but the phone isn’t ringing or the calls you get aren’t good quality calls, then improvements need to be made to your website to improve conversions.

If your website isn’t getting any traffic, then you have a Search Engine Optimization (SEO) problem, which is a topic for a later article.

Improving Website Conversions

Improving your website’s ability to convert visitors into potential clients is a complicated undertaking. Building conversion elements into a new website presents a best-case scenario, but most of the elements we will discuss today can be integrated into an existing website.

The overall appearance of your website is a good place to begin when reviewing your website’s effectiveness. A carefully planned, well-structured, professional website is a must if you expect your website to convert. A website visitor (aka potential client) must be convinced that your law firm is capable of handling their legal issue. 

Once you have an attractive, professional website, you need to consider these 11 elements to help improve conversions:

  1. Consistently Add Content to Your Website – Google has made it clear that in order to rank well, a website must have authoritative and relevant content that is regularly updated. When you think about it, this makes a great deal of sense. Google’s mission is to provide the best results possible to their clients, web searchers, when they perform a search. In Google’s world, “best results” are measured by the quality and relevance of the content on your website.
  2. Build Links – Create a detailed, well thought-out link building strategy. Along with content creation, building links from your website to high domain authority, relevant websites, is one of the most impactful SEO tactics you can employ.  
  3. Add Video – Google’s acquisition of YouTube several years ago signaled their commitment to video and the trend since that acquisition has been a consistent increase in video consumption on the web. HubSpot recently released a report showing that the average person watches 1.5 hours of video per day and 6 out of 10 people prefer online video platforms to live TV.
  4. Make Sure Your Website is Mobile Ready – Over 65% of web searches performed on Google are done on a mobile device. Google recently announced that they are transitioning to a “mobile first” index, meaning that Google is more concerned about the appearance and effectiveness of the mobile version of your website than the desktop version.
  5.  Utilize Keywords Throughout Your Website – In order to convince Google, and inevitably a website visitor, that you are worthy of hiring, you must first share with them what you do. This is done by creating good quality content written with keywords that describe what you do and how well you do it. But you must be careful not to overuse keywords or else you risk a Google penalty.
  6.  Tell a Story on Your Homepage – Everyone loves a good story. Face it, there are a lot of good lawyers and quality law firms that do what you do. What separates you from your competitors? Why should a website visitor consider hiring you? Offer answers to these questions in the form of a story on your homepage. You probably tell this story several times a day to potential clients and other attorneys, put it into words and strategically utilize it on your homepage.
  7. Utilize Paid Advertising – Combining paid advertising with your organic SEO program will improve your conversion rate.
  8. Review and Track Your Google Analytics Data – Reviewing and tracking your Google analytics data will help you gain an understanding of how your website is performing. It will tell you who is visiting your website, where those visitors are from, how they arrived at your website, how long they were on your site, etc. This data is the foundation for your conversion upgrade, as it provides you with a snapshot of the current health of your website, but more importantly, it helps you track the performance of the changes you make to your website.
  9. Check Page Speed – The time it takes to load a page from your website could mean the difference between a website visitor contacting you or moving on to a competitor’s website. Also, page load time is an important element in Google’s page rank algorithm.
  10. Work with a Professional Web Designer – Just about anyone can build a website today. There are number of quality website building platforms on the market, but in order to have a professional website with all the necessary conversion elements, you really have to work with a professional web designer.
  11. Increase Client Reviews – It wasn’t that long ago that “word of mouth” was the only way to uncover details about a law firm’s reputation. Today, there are countless websites devoted exclusively to client reviews. And, everyone reads reviews. It is imperative that you have an assortment of positive reviews about your firm. Good reviews can mean the difference between a client and a disinterested website visitor.

In summary, it is important to develop a comprehensive internet marketing plan and focus on conversions. Any one of these items may have a minor positive impact on your ranking and conversions, but integrating most or all of these elements will most certainly improve conversions and increase the number of phone calls your firm receives.

Sundown Legal Marketing specializes in helping law firms review their current internet footprint, developing a comprehensive internet marketing plan and implementing every aspect of that plan. Contact us today for a free website evaluation and a no obligation assessment of your internet marketing plan. Call us today at (800) 864-1764 or online at Sundown Marketing.