A recent US study by Findlaw revealed that when prospective customers search online for a law firm, before they pick one to contact by phone, they’ll visit an average of 4.8 different websites. On websites that feature law firm video this figure reduces dramatically to just 1.8.
Compared to the United States, only a relatively small minority of UK practices feature law firm video on their websites. But with statistics emerging like these, Law firms who continue to rely on traditional marketing methods alone will be missing out on a proven, high-impact marketing tool. They will soon find themselves behind the competition.
But why is video such an effective conversion tool? We explore why:
1. Conveying key points of differentiation
If you want to generate more business through your website, you need to differentiate yourself from the competition. In all probability, thousands of others solicitors practice in the same field as you. Why should they choose you?
An engaging online video about your legal practice can be used to convey your unique selling points. Law firm website videos can convey these in ways plain text and pictures simply can’t. Differentiation can help you drive sales.
2. Making personal connections with your prospects
An authentic law firm website video can add warmth and personality to you and your law firm. The best videos capture the true character of a law firm and its people. Videos enable you to connect on a personal level with potential clients building trust and credibility.
3. Establishing credibility in your field of law
A law firm website video can be used to convey your competence in your chosen field of law. If you can provide insight into the area a website viewer is interested in, you are on your way to having that viewer pick up the phone to call you.
4. Boosting your ranking in online search results
Law firm website videos represent the latest in search engine optimization best practices, allowing you to showcase your expertise while boosting your ranking on leading online search engines. On a crowded search results page, law firm videos can make the choice seem more clear, limiting the need or desire by users to “shop around”. At a time when the use of video is still comparatively limited, the companies who produce law firm website videos have a chance to “stand out” from others, whether in search results or elsewhere.
Further Information
Looking to produce a law firm website video? Contact our production team to find out more about our legal marketing video production services.
Tags: Law Firm Video, law firm website video, Legal Marketing, Solicitor Video, solicitor web video, solicitor website video