Do your prospective clients know what you look like? If you have a website with your photo on it, then they do. But that only offers a very limited, one-dimensional image. Done properly, using video on your firm’s website could paint a much fuller picture, demonstrating your skills, poise and personality in a way that could otherwise only be achieved with an in-person consultation.
Video can be used in numerous ways to draw attention to your firm. It can introduce the managing partner (or whoever is in charge), giving the public an idea of what your leadership looks like. It can function as a short commercial, allowing you to quickly run down your practice niche and areas of expertise.
As Adam Stock wrote for the American Bar Association’s Law Practice Magazine, online video has an edge over other media in that it shines a light on the attorney as an individual. It also gives you a chance to show off your powers of persuasion and argument: If your video can convince a potential client that it’s worthwhile to pick up the phone and call you, you’ve demonstrated that you can be decisive and convincing in court.
“Through the combination of visuals and sound, video delivers ideas and positions with more authority and emotional impact,” writes Stock.
Do Not Do it Yourself
If you’re going to put video up on your website, try to resist the temptation to produce it yourself – and if you do, use an actual video camera and decent editing software. Don’t just shoot a video selfie with your smartphone. If you look at the services offered to law firms by a competent videographer, you should be able to see that there’s a reason you’re paid to practice law and he’s paid to make videos.
Lawyerist’s web marketing guru Gyi Tsakalakis shows what can happen when online video goes wrong: A clichéd shot of an ill-at-ease attorney sitting on the edge of a desk with his hands folded, a wall of law volumes looming behind him as he begins his stilted pitch. As Tsakalakis points out, you don’t want your online video to look like the low-budget TV ads that run during ‘Judge Judy.’
You want your video to convey professionalism, expertise and confidence. Working with a pro who specializes in these types of productions (including those at FindLaw) can help guarantee that.