On this edition of Whiteboard Wednesday we discuss the importance of video in marketing your law firm. Adding video to your law firm website and social media profiles vastly improve your visitor engagement and improve your client conversion.

Video Transcription

Hello and welcome to Sundown Legal Marketing’s Whiteboard Wednesday. Today on Whiteboard Wednesday, we’re going to talk about video and the importance of adding video to your website and to your overall internet marketing campaign.

Adding Content to your Law Firm Website

Now, as we’ve discussed before, content is one of the two most important elements of any successful internet marketing campaign. And, content essentially comes in three forms. Number one, written content blogs, area of practice pages, white papers, e-books, any written content that you upload to your website. Audio content, podcasts, connecting your podcast or adding your podcasts, if you have a podcast, to your website. And finally, video, which we’re going to chat about right now.

Understanding the Value of Video

Now, in order to understand the importance or the value of video, you really have to dive into the numbers. Video is the single fastest growing content form on the internet today. Eighty percent of people watch video every single week and fifty five percent of people watch video every single day. On average, people consume or watch 16 hours of video a week. And, over 4 billion videos are viewed online every single day.

Why Should You Add Video to Your Law Firm Website

Now, these statistics can be overwhelming, but you still may be asking yourself, why should I consider adding video to my website?

  • Well, number one, videos consumed more quickly. We’re all pressed for time. And as a consumer, I know when I go to a website, when I go to a web page, if I see a video, a 30 second video, along with that entire page of content, I’m more likely to watch the video to get through that content more quickly.
  • Video is more dynamic. Probably my most favorite element on that list. With video, you can show an emotion. You can be funny. You can be informative. You can be funny and informative. You can deliver a message through video that you really would have a difficult time delivering through written content.
  • Video is greater distribution possibilities. There are countless platforms on the internet where you can distribute your video to get more eyeballs on them.
  • And finally, video incorporates SEO properties.

Types of Video for A Legal Website

Now, there are several different types of videos that you can and should add to your law firm website.

  1. Number one, FAQ’s or frequently asked questions. Much like blogs, FAQ’s provide answers to questions prospective clients have, but as opposed to blogs, the written word, in an FAQ video, you have the ability to deliver that message to the prospective client personally. They can see your face. They can look you in the eyes. They can hear your voice where you’re conveying that sense of expertise.
  2. Attorney interviews and biographies as opposed to expecting a client to read about your bio online, looking where you went to law school and what jurisdictions you’re barred in, you have an opportunity through an attorney bio video to deliver a message to a client as to why they should consider hiring you as opposed to one of your competitors.
  3. Firm introduction and branding, the perfect opportunity to deliver a message to the client or to a prospective client about your firm culture, about how you are different than your competitors and what exactly you bring to the table in order to help them meet their end goal.
  4. Four, client testimonials. We all understand the importance of client testimonials. Nothing’s more powerful than a client, a current or former client of yours, sharing with a prospective client what a great job you did for them on their behalf with their case. But, a client testimonial video gives a prospective client an opportunity to see that client and to understand more effectively exactly what you did for them with their case.
  5. And finally, paid advertising. Incorporating video in paid advertising can help increase conversions considerably.

Now, if you have any questions about putting together a video strategy, please contact Sundown Legal Marketing. We’d love to chat with you about it. And thanks for joining us, we look forward to chatting with you during our next Whiteboard Wednesday.  

On this edition of Whiteboard Wednesday we discuss the importance of consistently adding content to your law firm website. Adding well written content to your law firm website can greatly enhance your SEO efforts by providing a better experience for your website visitors.

Video Transcription

Hello and welcome to Sundown Legal Marketing’s Whiteboard Wednesday. Today on Whiteboard Wednesday, we’re going to talk about your website and the importance of consistently adding well-written content to your website. Now, any law firm Web site essentially serves two purposes.

A Website Can Serve Two Purposes

Number one, increased brand awareness and number two, to drive prospective clients to your law firm. Now, the $64,000 question is, how do we do that? How do we drive prospective clients to your website? Well, we do that by addressing two very simple points. Number one, generate or increase traffic to your website. We want to send more prospective clients to your website. And then number two, and most importantly, we want to create or increase conversions. We want to increase the number of prospective clients we convert into actual clients.

Now, the first step toward towards improving conversions is to consistently add well-written, robust content to your website. That content needs to be both useful and authoritative. What I mean by useful is it needs to address the questions that your prospective clients have when they visit or search on the Internet, when they’re searching for a lawyer. And it needs to be authoritative in that you need to convey to not only prospective clients, but also to Google, that you are a subject matter expert within your particular area of practice.

And speaking of Google, your content also needs to address the Google algorithm. We want to make sure that your content ranks well so that it’s found so that it can convert prospective clients into actual clients. Now, here are some of the most important steps that you need to keep in mind when you’re creating a content marketing strategy.

Important Steps To Keep In Mind When Creating A Content Marketing Strategy

  • Number one, need to understand your target audience. I just mentioned it a few seconds ago. When you’re creating or drafting content, you need to keep in mind the questions that your prospective clients have when they’re searching the Internet, looking for a lawyer and then draft content to meet those needs or to address those questions.
  • Number two, need to develop a workable content production and distribution process. You need to create a calendar and a list of topics. You need to insert those list of topics into that calendar. So you know exactly what you’re going to write about, when you’re going to write it and then finally, when you’re going to post it to your website.
  • Number three, your content needs to inform and engage, but not hard sell or overly sell your law firm. Need to make sure that your content is written for those prospective clients addressing those questions they have providing them with answers to those questions.
  • And finally, number four, the length of your content does matter. Google is looking for a well-written, robust content. If you’re writing a blog our target is about a thousand words, say between a thousand and twelve hundred and fifty words. If you’re writing an area of practice page or a white paper, you need to be closer to two thousand words for that particular type of document.

Now, creating and managing an effective, well-written, well thought out content management strategy is a great first step towards increasing traffic and improving or increasing conversions, converting those prospective clients into actual clients. If you have any questions about creating or managing a content management strategy, contact Sundown Legal Marketing. We’d love to chat with you about it. Thanks for your time and I look forward to seeing you on our next Whiteboard Wednesday.

What is the purpose of your website? Is it simply your online business card? There to impress those who intentionally visit just to check out your firm. Or, is it supposed to function as an online lead generator? A part of a larger internet marketing program designed to guide prospective clients to fill out a contact form or pick up the phone and call you.

In this Whiteboard Wednesday, Rob Rosasco, our resident internet marketing authority, discusses steps you can take to improve the power of your website.

Video Transcription

Hello and welcome to Sundown Legal Marketing’s Whiteboard Wednesday. Today on Whiteboard Wednesday we’re going to talk websites, most specifically, we’re going to talk about your website, what can be done to improve its conversion rate and what we can do in order to turn your Web site into a client generating machine. Now, your website can serve a number of different purposes.

A Website Can Serve Many Purposes

Number one, it could just simply be your online business card, a way to convey firm name, firm address and firm phone number to any website visitor.

Number two, it could serve as your online branding tool.

And number three, and most importantly, it could serve as your online lead or client generation resource. Now, in reviewing your website, you need to ask yourself these three questions.

Ask Yourself These Three Questions

  • Number one, is your website getting any traffic? Is anyone visiting your website?
  • Number two, is your website creating leads?
  • And, number three, is your website converting those leads, or website visitors, into actual clients?

Now, if your website is getting traffic, what can be done to improve that conversion ratio or the ratio between website visitors and actual clients? Well, we’re going to cover these eleven items in just a minute to discuss that. But if your websites not getting any traffic, that’s a completely separate conversation, which we’ll cover in a later Whiteboard Wednesday. That is an SEO conversation.

11 Steps To Attracting The Right Target Audience To Your Law Firm Website

So let’s talk about these eleven items. Things we can do to make sure that we’re attracting the right target audience to your website so that we convert website visitors into clients.

  1. Number one, consistently adding content. Google has made it quite clear that in order to rank well and convert, you need to add good quality, robust content on a consistent basis.
  2. Number two build quality back links. A back link is nothing more than a connection or a link between your website and another website. You need to build links or connections from your website to other high quality legal websites.
  3. Number three, and probably the most important element in this entire list is you need to add video to your website. Video is the single most important conversion tool on this list.
  4. Number four, make sure that your website is mobile ready. Several years ago, we reached a tipping point where more searches are done on mobile devices than on desktop devices. If your website was not designed and was not built for mobile use, that needs to happen today.
  5. Number five, utilize keywords throughout your website. Keyword usage is important because both Google and a website visitor need to know exactly what you do. And it’s those keywords that convey that message. But if you overuse keywords, that can be even more detrimental than not using keywords at all. So make sure that you work with a professional in authoring or drafting the content on your website.
  6. Number six, tell your story on your home page. Most website visitors land on your home page. That’s the first exposure they have to your content. If you don’t catch their attention in the first, second or two, they’re going to bounce off your website and go to another. You need to make sure that you tell a good quality story on your home page to capture their attention.
  7. Number seven, utilize paid advertising. We’ve all heard good stories, bad stories, negative stories, positive stories about paid advertising. Paid advertising needs to be a component in any internet marketing program and can truly help with conversions.
  8. Number eight, review and track analytics. Google Analytics is the single most important tracking tool when it comes to the health of your website. You need to make sure that you’re tracking or the company that you work with is tracking your Google Analytics so you can readily determine the health of your website.
  9. Number nine, check page speed. We all know that if we go to a website, it takes 5, 10, 15 seconds to load. We immediately bounce off that website and go to another. If your website does not load quickly, website visitors are not going to stay on your website. You need to make sure that you check your page speed on a regular basis.
  10. Number 10, work with a professional web designer. There are plenty of options out there for design, website design and website build. You need to make sure that you work with a professional so that your Web site not only looks good, but the back end is built for a good quality user experience. Very important when it comes to conversions.
  11. And finally, client reviews. We’re all consumers. If we’re looking for a business, if we’re looking for a new pizza place or if we’re looking for any type of local business, we’re going to go check out the reviews to see what other clients have said about that business. The same holds true for law firms. As a potential consumer, we want to know what type of experience have other consumers had with this business. And again, it is true for law firms as well.

Well, you need to consider these eleven items and implement these eleven items if you want to improve conversions. So thank you for joining us for this Whiteboard Wednesday. We look forward to talking with you for the next Whiteboard Wednesday.