"What type of lawyer are you looking for?" Sally Consumer asked her friend Jane sitting across from her in the coffee shop.
"I want a new will. The children are
grown and we need to make changes," Jane said. "What kind of lawyer
writes wills? Don't all lawyers do that?"
"I don't think so," Sally said. Pulling
out her tablet computer, she clicked on it and entered search terms.
Narrowing her search down to estate planning lawyers near their
hometown, she came up with several possibilities. She passed the tablet
to Jane.
Jane clicked through them. After a bit,
she found two she liked. "They look nice," she said. "Look at their
videos. This one answers some of my questions about how to hire a
lawyer."
Jane's response highlights why you need
video on your website. Video engages the viewer, can boost your
rankings on Google, helps create trust in your firm, and brings in more
clients. There are four types of video you might include:
About Our Firm videos
showcase the members of the firm. Feature each lawyer, telling of their
experiences, why they chose the law and how they can help each client.
This is the best way to show prospective clients you are trustworthy and
able to handle their case. Most people decide based on emotion—you want
to demonstrate you understand their fears and can help them through the
legal process.
Video FAQ for Your Law Firm. Did
you know that next to Google, YouTube, which is owned by Google, is the
second largest search engine with 3 billion searches a month and 30%
are for question-related content? People like to watch videos, meaning
that a FAQ (frequently asked questions) video is a great strategy for
your website. You probably get asked the same general questions over and
over. Create a website to answer those questions, always remembering to
give information not advice.
Video Testimonials from Your Clients. While
having you and your partners on video can help build trust, also
consider having client testimonials on your website. Video testimonials
from clients can help a prospective client see how a real person was
helped by you and your firm.
Webinars. Remember to
record every time you speak at an event so it can be uploaded to
YouTube. Create a landing page and offer the webinar as a replay on your
website. Educational webinars help build your firm's reputation online.
Don't know how to do this? Not a problem, there are companies that can
help or find the tech-savvy person in your firm.
But, you say, "I don't have time to do video."
You can start by creating a video
strategy. Because lawyers have ethical rules, a check with the Michigan
Rules of Professional Conduct or a call to the SBM Helpline at (877)
558-4760 is a good idea. Next, set aside one day for the videographer to
come and record your video.
Post edited versions of the video
every week or so because Google recognizes sites that add new material
and your rankings will improve.
Remember to announce your new video in
your monthly e-mail, on social media and be sure to also post your video
on your SBM Member Directory profile page.
Roberta Gubbins has served as the editor of the Ingham County Legal News.
Since leaving the paper, she provides services as a ghostwriter editing
articles, blogs, and e-blasts for lawyers and law firms. She is the
editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.
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