How to Create Your Law Firm’s First Video

BY Jason Bland

creating your law firm's video
  • Identify your audience and create videos with a purpose.
  • Write a script and be organized.
  • Let your personality shine through.

LISTEN

Whether you're starting a TikTok channel, boosting your YouTube channel, or upgrading your website, video content can help make your future clients feel comfortable talking to you and your staff. For law firms, crafting an engaging and informative video can significantly enhance visibility and client engagement, plus open the doors to other opportunities like webinar participation or speaking engagement. Before pressing the record button, here are five key considerations to ensure your law firm’s first video makes the right impact.

Define Your Purpose and Audience

The initial step in creating a video is to clearly define its purpose. Are you aiming to educate potential clients about specific legal issues, introduce your firm’s attorneys, or discuss recent legal developments? Understanding the video’s goal will guide its content, style, and tone. Additionally, identify your target audience. A video aimed at tech startups will differ significantly from a video offering advice to an injured person seeking a car accident lawyer. Tailoring the content to the interests and needs of your specific audience is crucial if you want to rise above the noise and actually generate views.

Craft a Compelling Script

Very few people can just start recording a video and talk without preparation. A well-structured script is the backbone of any successful video. It ensures that the video flows logically and covers all necessary points without wandering off-topic. The script should be concise and jargon-free, particularly if you are addressing non-experts. Use clear, accessible language and include calls to action, prompting viewers to contact your firm or visit your website for more information.

Focus on Production Quality, Especially Quality Audio

While it's not necessary to hire a Hollywood film crew, maintaining a high production quality is essential. This includes clear audio, stable and high-resolution visuals, and professional editing. Poor audio quality can make your video appear unprofessional, while shaky or blurry visuals can distract from the message. Most phones will deliver 4K visuals without the need to buy a camera but don't go cheap on audio. Spend a few hundred dollars on a microphone or sound recorder so that you don't have echos and static.

Maintain Professionalism with Personality

The video should reflect the professionalism of your law firm while also showcasing the personalities of the attorneys involved. This balance will make your firm appear approachable and trustworthy. Encourage lawyers to speak naturally and express genuine enthusiasm for their areas of expertise. A touch of personality can make your video more relatable and memorable.

Use Video Schema

Integrating video schema markups on a law firm's website is a strategic move that can significantly enhance the firm's online visibility and search engine performance. Schema markups are a form of structured data that help search engines understand the content and context of the videos posted on your website. By using video schema markups, law firms can provide detailed information like video title, description, duration, and even transcripts directly to search engines. This enriched understanding not only boosts the likelihood of your videos appearing in rich snippets and video search results but also improves the accessibility and indexability of the content. As a result, potential clients are more likely to discover the firm's videos when searching for legal advice, making video schema an invaluable tool for increasing web traffic and enhancing user engagement.

Incorporating these elements into your law firm’s video strategy will set a solid foundation for effective and engaging content.

Jason Bland

Jason Bland is a Co-Founder of Custom Legal Marketing and a regular contributor to Bigger Law Firm Magazine. He focuses on strategies for law firms in highly competitive markets. He's a contributor on Forbes.com, is a member of the Forbes Agency Council, Young Entrepreneurs Council, and has been quoted in Inc. Magazine, Business Journals, Above the Law, and many other publications.

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