According to a 2020 study by the American Bar Association, only 24% of law firms use video as part of their marketing. This shows how drastically underutilized video is when it comes to legal marketing, but also how little competition there is in this space.

Experimenting with video content could be a creative and smart way to get ahead of the curve. Law firms that use video marketing can generate more organic traffic and leads, not just via YouTube, but through social media, Search Engine Optimization (SEO), and email.

Whether you’ve been doing video marketing for a while or are just getting started, it’s never too late to level up your strategy. Below, we’ll share some tips for creating eye-catching videos that will drive more traffic and clients to your firm. 

1. Set goals for your video marketing strategy

Many business owners make the mistake of creating video content without first starting with a strategy. While it may seem like more fun to “just wing it”, chances are you’ll just waste time creating videos that won’t get views, clicks, or traffic.

Before filming a video, first set goals for what you want to accomplish with your content. This will inform multiple aspects of your strategy, including what content you create, which platform(s) you’ll post your videos to, and more.

Consider these goals for your video strategy:

• “We want to get more views on our YouTube channel”
• “We want more subscribers to our YouTube channel”
• “We want people to see our video and then visit our website”
• “We want people to call to schedule a consultation”
• “We want people to sign up for our email newsletter”
• “We want to educate the public about legal issues”
• “We want to promote our scholarship program”
• “We want to share updates about our team and office”

This list of potential goals is far from exhaustive. You might have many other goals in mind. The more specific you get, the better, as this will help you decide what video topics to pursue, how to film your video, where to post it, etc.

For example, if your goal is “We want people to see our video and then visit our website”, then you will need to introduce your law firm during the video, mention your website, and include a link to your website in the description of your video. If you forget to do these things, it’s unlikely that your video will accomplish your goal of getting more visitors to your website.

If your goal is “We want to educate the public about legal issues”, then the subject matter of your video will need to be educational rather than promotional. You will want to explain legal concepts in terms regular people will understand, direct them to helpful resources, and prompt them to ask you follow-up questions, as needed.

We spoke to one attorney, Digger Earles at Laborde Earles law firm, who uses video marketing to generate leads:

"Our firm employs video marketing to attract new leads and secure more signed cases by creating engaging and informative content that resonates with our target audience. We produce a variety of videos, including client testimonials, informative legal guides, behind-the-scenes glimpses of our team in action, and case studies. These videos are distributed across multiple platforms, such as our website, social media channels, and email newsletters, to maximize reach and engagement. By showcasing our expertise, success stories, and the personalized attention we provide to each case, we build trust and credibility with potential clients. Interactive and live video sessions also offer real-time engagement opportunities, allowing us to directly address concerns, answer questions, and establish a more personal connection with viewers. This multifaceted approach not only enhances our online presence but also drives more qualified leads to our firm, ultimately leading to more signed cases."

When it comes to your video marketing strategy, consider your goals before creating your content. This will help ensure that you create the right types of videos to suit your objectives.

2. Generate video topic ideas

Once you have your goal(s) in mind, it’s time to start planning your video topics. You might have a few already. It can be helpful to save these in a spreadsheet or document (like Google Docs) for future reference.

You can also use a variety of tools to generate video topic ideas. This can be handy if you are struggling to come up with topics or if you want to see the SEO value (i.e. search volume) of the topics.

Here are a few tools you can use to come up with video ideas:

• Semrush: Use Semrush’s Keyword Magic Tool to enter a high-level term (like “family law” or “DUI”) to generate a list of related terms. You will also be able to see the Search Volume (SV) for these keywords, indicating how many people are searching for these topics every month.
• Answer the Public: This tool generates “long-tail” (i.e. sentence- or question-based) topics related to your niche. You’ll get a good sense of what questions your audience might have in regards to a legal topic.
• Tubebuddy: This tool is tailored to video keyword research. Use the Keyword Explorer tool to find high-volume, low-competition keywords to target in your YouTube videos. You can even spy on the performance of competitors’ videos.

It can be beneficial to identify video topics that carry SEO value because this can help drive traffic to your YouTube channel and/or website. However, not all videos have to be for SEO purposes. Remember, you might have different goals for different types of videos.

3. Experiment with different video types

Another important consideration is the type of video you want to create. This may be influenced by the topic itself, by the goal you set for your video, by the platform you intend to post it on, or all of the above.

For example, let’s say your chosen topic is “5 Things to Look for When Hiring a Divorce Lawyer”. This is a good standard video to post on YouTube, with an introduction, educational content, and a summarizing conclusion.

On the other hand, maybe you want to share advice from top divorce lawyers in your network. This may be better suited for an interview-style video and/or a live video. This could be pre-recorded for YouTube or streamed live on Facebook. It depends on what you think seems most appropriate for your audience.

There are many types of videos to consider, such as:

• Educational videos: Used to break down complex legal concepts, explain legal processes, share advice, etc.
• Testimonial videos: Great for featuring happy clients who have worked with your firm
• FAQ videos: Used to address common questions clients may have
• Behind-the-scenes videos: Showcasing the daily workings of your law firm
• Case study videos: Highlighting successful cases your firm has handled
• Q&A sessions: Can take place as hosted live or recorded question-and-answer sessions
• Expert interviews: Where you conduct interviews with other legal experts or professionals
• Explainer videos: Best for breaking down legal jargon or complex legal processes
• Animated videos: Using animation to simplify and visualize legal concepts
• Webinars: Live or recorded webinars with your audience

Meyer Wilson uses video to cover issue-specific topics and connect with prospective clients online:

“With a nationwide practice representing investors who have claims against their financial advisors, we do not meet in person with all of our prospective clients. We use high-quality professionally-produced videos to showcase our value proposition, introduce our team, and answer many of the common questions from our target audience. Many of the videos are included on our website, of course, but once prospective clients reach out to us, we send links to issue-specific videos that will help them decide to trust us with their case. With more than twenty years of experience in our niche practice area, we know the type of information our target market wants to learn about and we have videos addressing those issues. Our goal is to provide our prospective clients with a customer experience that exceeds what they would receive with an in-person introductory meeting."

There are many types of videos to create depending on your goals and the topics you want to talk about. It can be fun to experiment with different video types to see how they perform with your audience. We will talk later about how to monitor performance in terms of clicks, traffic, and engagement. 

4. Decide on your platforms

Law firms have a few options available when it comes to posting and sharing videos. Again, where you post and promote your videos will vary depending on your goals.

Here are the most common video platforms and how they are used:

• YouTube: The largest video-sharing platform. YouTube is great for growing an audience, getting views, and directing viewers to your website.
• LinkedIn: Mainly a social media and networking platform. LinkedIn is best for law firms that want to reach professional and business owners. Ideal for sharing expert interviews, legal tips, and case studies.
• Facebook: A widely-used social media platform. Facebook supports various video formats, including live videos. This platform is best for community engagement, sharing client testimonials, and publishing interesting/trending content. 
• Instagram: A visual-centric social media platform. Instagram is ideal for sharing short, visually appealing videos, such as behind-the-scenes content, highlights, and Stories.
• X (i.e. Twitter): A social posting platform. X is best for sharing short video clips, legal news updates, quick tips, and event coverage.
• Website/blog: Embedding videos directly on your law firm's website or blog. This allows you to control the presentation and context of your videos.
• Email: Embedding videos in your email newsletters. Great for keeping subscribers and existing clients informed about legal updates and services.
• Webinar platforms: Includes platforms like Zoom and ClickMeeting. These platforms can be used to host live webinars, which can later be shared or uploaded on other platforms.
• Podcast platforms: While primarily audio-focused, podcast platforms like Apple Podcasts and Spotify can also host videos.

The great thing about many of these platforms is that video content can be recorded, reused, and reposted across platforms. For example, you can conduct a live video on Facebook, save and download the video, post it on YouTube, and then embed the YouTube video on your website. This allows you to drive traffic from multiple channels (Facebook, YouTube, your website, and search engines).

We asked attorney Brett Cain at The Cain Firm about their multi-channel strategy:

"The Cain Firm leverages video marketing for brand awareness on several social channels, to engage new leads, and for future client referrals. First, we leverage informative and funny videos on social media to support our brand awareness. Second, to engage potential clients on our homepage, we have a video from our founding partner inviting visitors to tell us their stories. Then the AI chat transcript thoroughly and quickly answers their questions. Afterward, our intake department follows up with them. Third, we send a welcome video to all new clients. Followed by a video and step-by-step case guide along with other informative videos. Likewise, we send seasonal videos to all clients. In the end, these videos help support better client communication and relationships and increase trust so that current clients will be more likely to refer others to us in the future."

Incorporate several channels into your video marketing strategy to generate as much reach as possible.

5. Plan your production

Once you have set your goals, planned your topics, and chosen your platforms, it’s time to create your videos!

You don’t need any fancy equipment to make videos (though, it can help). As long as you have a video camera, smartphone, or laptop/tablet with a camera and access to editing software, you can record great videos.

First, find an area with good lighting (natural light is best). Set up your camera in a stable position. Some people decide to purchase a simple tripod to hold their smartphone, like this.

Next, look into the camera (not the screen or preview of the video). This will give the illusion that you are speaking directly to the viewer. It can be helpful to write a script for your video to organize your ideas.

Record your video in chunks. You don’t need to record your video all the way through without mistakes. In fact, this is nearly impossible. If you are making an educational video, record one talking point or concept at a time. You can edit and merge these clips later.

Include a short conclusion. Thank people for watching your video and tell them where to find other resources. For example, you could say something like, “Thanks for watching! For more videos like this, be sure to subscribe to our YouTube video. You can also check out our website at reallygreatsite.com”.

Once you have the raw footage, it’s time to edit. You can use free software like iMovie to cut, splice, and merge your video clips. If this is too troublesome, you can also hire a video editor for help. LinkedIn and freelancing sites like UpWork are great places to find video editors.

Attorney Brian Matlin at Matlin Injury Law highlights the importance of good production quality:

"We are investing in producing higher quality, educational videos targeted to help the general population better understand personal injury law. Where the industry has been dominated by Braggadocious, egoistic lawyers, we aim to break the mold by providing new-age, higher-consciousness content that the everyday consumer can use to better their situation. "

If you are planning a live video or webinar, defer to your chosen platform for best practices. Again, it’s helpful to have a simple script for your video/session so you stay organized and don’t get too off track. 

6. Add eye-catching graphics

Now you have a great video that’s ready for posting. Well, not quite. Don’t forget about your graphics!

Adding graphics, like animations, screenshots, or images, during the editing process is a great way to keep viewers engaged with your content. These can be easily added using iMovie or similar software, or with the help of a freelancer.

Even if you don’t add graphics to your video, you should create at least one graphic to be used as the “thumbnail”. This is essentially the cover image that shows up when someone comes across your video on YouTube or social media. Having a cool-looking thumbnail can help drive clicks to your video.

The free platform Canva can be used to create eye-catching thumbnails and graphics. You can even find templates for YouTube thumbnails. The best practice is to include the video title in the thumbnail, use vibrant colors, and use enticing language (like “best” or “expert”).

7. Optimize your videos

There are a few post-production steps you should follow to get more views on your video. These are essentially video SEO strategies to ensure your video gets found via YouTube search and other search engines, like Google.

Follow these video SEO best practices for more traffic:

• Identify target keywords: Research relevant keywords related to your video content. Use tools like Google Keyword Planner to find terms with good search volume.
• Optimize your video title: Incorporate your primary keyword(s) naturally into the video title. Make sure to have a concise and attention-grabbing title.
• Add an engaging video description: Write a detailed and informative video description that includes your target keyword(s).
• Use tags: Add relevant tags to your video that describe its content. These should include both broad and specific tags related to your legal topic.
• Add closed captions: This is best practice for accessibility and to aid search engines in understanding your video content.
• Add end screens and annotations: Use YouTube's end screens to promote other videos or playlists. Add annotations with links to encourage viewers to explore more content.
• Specify the video Category and playlist: Categorize your video based on its primary topic. You can organize related videos into playlists to encourage sequential viewing.
• Add “cards”: Use YouTube cards to add interactive elements (e.g., links to your website, related videos, or polls) during the video.
• Encourage engagement: During your video, ask viewers to like, comment, and subscribe to your channel. These signals influence the search algorithms.
• Use consistent branding: Maintain consistent branding elements (logo, colors, etc.) across your videos and channel. This builds trust and association with your brand. 

Explore more YouTube SEO tips to get even more views on your videos.

Lawyer Hillary Walsh at New Frontier Law uses video to engage clients from every step of the legal process:

 "At New Frontier Immigration Law, we video our clients receiving their immigration papers – from opening the envelope to seeing their photo on the green card, to talking through their emotions of having finally reached the pinnacle of their journey with our law firm. We then share these videos on social media. These videos are effective because they show real clients, who look like them, speak the same language, and have achieved the same dream as the prospective client. These videos also create hope in the prospective client, so that they can “see and believe” that this outcome could be a reality for them, too. The most important ingredient in video is to portray the client as the hero of the story, and to portray our law firm simply as the guide who helped the client get what they wanted: to live free in the USA."

8. Promote your videos

You’ve created your video, optimized it, and published it — now what? While you can wait for your video SEO efforts to start paying off, there are steps you can take to get views from other channels.

If you’ve posted your video on a third-party site (like YouTube or Vimeo), consider using these methods to promote your video:

• Embed your video on your website within a relevant webpage or blog post to drive organic traffic from search engines
• Add relevant tags and place your video in appropriate categories to improve discoverability on YouTube
• Share your video across various social media platforms, including Facebook, Twitter, Instagram, and LinkedIn
• Use paid advertising (like Meta Ads, YouTube Ads, or Instagram Ads) to target specific demographics and increase reach
• Add a caption to your social media post that asks viewers to like, comment, and share your video. Respond to people who comment on your video
• Send out newsletters or emails to your subscribers and include a link to your video
• Engage in forums or groups (like Facebook or LinkedIn groups) related to your content and share your video when relevant

"Video marketing allows potential clients to see you and connect with you. For our firm, it allows potential clients to see our passion for helping employees who have been wrongfully terminated – that we genuinely want to help employees and that we know our craft. Video marketing can also serve to educate employees and consumers as to their rights and let them know when it’s time to call us for legal representation." – Zack Domb, Domb & Rauchwerger

Why wait for SEO traffic when you can start getting views right away? Get creative with your video marketing strategy by posting to various channels with engaging captions, different hashtags, enticing calls to action, etc.

9. Include Calls-to-Action (CTAs)

If the goal of your video is to entice people to take action (visit your website, schedule a consultation, check out a blog post, etc.), it will be important to include calls-to-action (CTAs). These are words or phrases that tell viewers what action to take next.

Viewers may not intuitively know what to do after watching your video, so unless you tell them, they are likely to watch your video and then drop off. You’ll want to include CTAs within your video (audio/speaking), as captions or graphics, and/or in the description of your video.

Here are a few examples of CTAs to include in your video:

• “Did you find this video helpful? Be sure to subscribe to our channel for more videos like this.”
• “Did you enjoy this video? Let us know with a Like or comment!”
• “Have questions? Let us know in the comments below.”
• “Be sure to check out our latest blog post about this topic. Link in the description below.”
• “Check out our free ebook, (Title), linked in the description below.”
• “Join our email list by clicking on the link in the description of this video.”
• “Looking for a lawyer in (State)? Call (Number) to book an appointment.”
• “Schedule a free consultation with one of our trusted attorneys. Just click the link below.”

Be specific about what action you want viewers to take. Don’t assume that viewers know where to go to find information, contact you, schedule an appointment, etc. You want to make it super easy for them to reach out or learn more about your practice. 

Attorney Stevin Groth at Groth Law had this to say about creating thoughtful content:

"Video content in its many forms has become a regular part of most people's daily interactions. By publishing thoughtful video content, our firm is able to share legal information directly to potential clients. However, and more importantly, we create a personal connection right from the start. It's a powerful advantage."

10. Analyze performance

Now, how do you know if your video marketing is paying off? There are a few ways, actually!

YouTube Analytics is a great source of information about your video performance. In YouTube Analytics, you can see:

• View Counts: how many times your video has been viewed
• Watch Time: the total amount of time viewers have spent watching a video. This is a crucial metric, as YouTube often prioritizes videos with higher watch time in the search results
• Demographics: see the age, gender, and location of your audience. This data can be useful in tailoring your content to suit the interests of your ideal clients.
• Traffic Sources: where your viewers are coming from (e.g., search, suggested videos, external websites)
• Click-Through Rate (CTR): measures the percentage of people who clicked on your video after seeing the thumbnail. A higher CTR indicates that your video's title and thumbnail are compelling!
• Engagement Metrics: likes, comments, shares, and subscribers gained on your video. These metrics reflect how engaged your audience is with your content.
• Real-Time Analytics: This feature allows you to see how your videos are performing in real-time 

You don’t need to be a YouTube expert to gain insights from Analytics. It is important to see how your videos are performing – in terms of views, engagement, and watch time – so you know what content is working well (and what isn’t).

Similarly, Google Analytics can be a great source of data regarding videos on your website. You can see what landing pages are visited most, which might encourage you to add more video content. You can even set up goals to see whether visitors have completed a contact form or clicked on a link after visiting your website. 

Rex H. Elliott, Esq., founder at Cooper Elliott, is grateful that video marketing provides them with more insight into their target clients:

"Cooper Elliott recognizes the power of video marketing in engaging with potential clients and showcasing our expertise in legal matters. We leverage video content to provide valuable insights into complex legal issues, demonstrate our firm's commitment to client success, and highlight our team's experience and skills. By creating informative and engaging videos, we can establish trust and credibility with viewers, leading to increased leads and client engagements. Additionally, video allows us to humanize our brand, making us more relatable and approachable to those seeking legal assistance. Through strategic distribution on our website, social media channels, and other platforms, we aim to reach a wider audience and effectively communicate our firm's unique value proposition." 

Tracking and analyzing performance data will empower you to make better videos tailored to the interests of your particular audience. 

Bonus Tips for Better Videos

We’ve covered the basics of how to develop a successful video marketing strategy. Now, how about some bonus tips? Follow these strategies to achieve even better results from your law firm videos:

• Keep content concise: Attention spans are short. Create videos that are clear, concise, and get right to the point.
• Tell compelling stories: Use storytelling to make your videos more engaging and memorable. Use real-life examples that relate to legal concepts, common issues people face, etc.
• Educate your audience: Share valuable insights and information that your audience can benefit from. Make it practical and direct them to other helpful resources.
• Be Consistent: Establish a consistent posting schedule to build a regular audience.
• Engage with your viewers: Respond to comments and include CTAs that encourage people to ask questions. Add tips to your videos that build trust and get people talking.
• Feature legal experts: Invite other legal experts or business owners to participate in your videos. This allows you to cover a wider range of topics and generate more interest with fresh talking points.
• Experiment with live video: Try out Facebook Live, YouTube Live, or Instagram Live to engage with viewers in real time. This is great for seminars, Q&A sessions, and interviews.
• Stay updated on trends: Keep an eye on video marketing trends and incorporate these into your strategy. This will help you stay relevant and capitalize on existing online momentum.

Law Firm Video Marketing is Easier than it Looks!

You don’t need fancy equipment or to be a YouTube expert to create great videos. What matters most is that the subject matter is engaging and relevant to your audience. Be sure to create content that’s interesting, helpful, and purposeful to drive viewers to take action.

Recording your content on a computer or smartphone will usually suffice. After that, be sure to incorporate video SEO best practices and implement a posting strategy to get as many views as possible. And always include CTAs to let viewers know what to do next.

Don’t get intimidated by the world of video marketing. It could be one of the most successful (and fun) marketing channels for your law firm!