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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.