Marketing For Law Firms and Attorneys

Increase your client base: These Video Marketing Techniques for Attorneys will Help

Increase your client base: These Video Marketing Techniques for Lawyers will Help

With hundreds of firms using video production for enhanced client engagement, you’ve chosen a winner by making that decision.

No doubt, one of the best ways to engage audiences with easily digestible content is video marketing. It can help you stand out from the competition.

Videos are a powerful marketing tool and can help you generate more web traffic, lead development, and client conversions. Video content has become one of the major types of media on social media.

It performs well on social sites like YouTube and Instagram, but other forms such as Facebook Live are also catching up. A lot can be said in under 15 seconds. Even with videos.

Brands can use them to create interactive, engaging, and informative videos to showcase their products or services.

If you are a legal or marketing professional and need to increase your firm’s visibility in the industry, it is time to start making content videos.

This can be an incredibly effective means of boosting your marketing efforts, while also helping new customers understand the legal concepts you find most important.

Of course, a video for lawyers isn’t a mandatory tool for your business, but it could do a whole lot to bring more traffic to you and get you some new clients. That’s why video marketing for lawyers is worth considering today.

There’s been an increasing trend of making videos for many good reasons, but we want to make it easier for more law firms to use.

In this article, we’ll discuss some practical and real-world techniques that you can use to get more out of your video marketing.

Why law firm video marketing is a valuable tactic in today’s digital environment?

As video marketing becomes more accessible and widely used, it’s easy to see why it dominates. Video marketing stands out when compared to other types of campaigns because it has a higher conversion rate.

Think about your website’s ‘About Us page. A lot of people might not read it daily, so how can you make people more interested in the information?

One way to do that is by turning it into a video. Videos have been shown to get more attention than other forms of content and are often watched multiple times too.

There are over 1 billion hours of YouTube video content watched every day and it is projected to grow.

Trends are changing so fast right now that traditional methods may not be enough to convince potential customers. Video marketing is getting a lot of attention recently and for good reason – it’s an effective way to reach out and connect with your customers.

You should implement video marketing and social media advertising because your competition is already doing it and since you’re behind, the sooner you do it the better!

Videos can be a great way to represent your business and can help you build trust with clients. They’ll also give your business an identity which will help make it more memorable for people.

Videos are a great way to grab your audience’s attention, increase engagement, and keep them interested in what you’re saying.

Considering that videos also provide a fantastic return on investment (ROI), it’s no surprise that internet marketers have been promoting the importance of video now more than ever.

According to statistics for 2021:

  • 84% of people are attracted to buy a product or service after watching a video

  • In just the past 5 years, video has become an increasingly important part of marketing strategy for marketers. Almost 92% of marketers who use video say it’s important, whereas in 2015 the number was only 78%.

  • 89% of video marketers can attest that they have an extremely positive ROI when it comes to their content marketing.

  • Videos are becoming increasingly popular marketing tools as they have been shown to increase revenue by up to 50% faster compared to those without them.

Benefits of video marketing for law firm

To best understand the strategies for Lawyers video marketing campaigns, it’s important to know about the benefits of having videos on your law site and social media.

1. Building brand identity

Video content could be a great way to improve your firm’s branding when you’re a lawyer.

A video allows you to sum up topics, show off your personality, and even help with SEO by improving the number of links pointing back to the page.

With a virtual introduction, firms can make new clients feel like they know your brand and business, so they’re much more likely to interact with you after seeing a lawyer marketing video.

2. Improves SEO and search rankings

Videos are a great way to get your legal marketing message in front of people. Videos tend to generate more traffic and higher engagement rates than other content formats.

The increased attention and traffic you’ll get from using a video will help boost your SEO for your website – which is ultimately the end goal of having a video on your site.

By boosting SEO, you increase content relevance and ensure you appear higher up in searches to attract customers.

3. Persuades potential clients

It’s one of the most exciting aspects of online marketing for Lawyers. A video could go viral in literally seconds.

A video can be viewed from anywhere, and as a result of this, it has widespread availability across multiple platforms.

Videos are a powerful marketing tool and easier to understand than images. They engage new viewers and help you increase engagement on your channels.

With videos, you have the opportunity to reach a lot of people for very little cost. Plus, new customers are more likely to sign up if they see a video about your business first.

A video of five to ten minutes can explain a complicated legal principle in just one go, saving time and effort for people related to that topic.

Law firms can use video marketing on a website to capture visitors’ attention and present them with the information needed to feel empowered to pick a lawyer who suits their lifestyle.

The list doesn’t end here, we’ll talk more about the benefits of law firm video marketing later.

How to create outstanding marketing videos for your law firm?

Video content is no longer the sole territory of seasoned professionals. Amateurs can also create quality videos for their sites and social media to help market themselves.

The key to creating an interesting video that people will watch is making sure it’s consistent with your brand and what you’re trying to promote.

However, it doesn’t need to be a long-form production to make an impact!

To create a standout marketing video, you need to think about what makes your law firm unique. What is your value proposition? What are the differentiators that set you apart from other firms?

Increase your client base: These Video Marketing Techniques for Lawyers will Help

Once you have identified those things, you can then start creating content for your video.

Here are some of the main steps to video marketing. Remember them every time you make a video so you can get the most out of your campaign.

  • Know your audience

You should know who your target audience is to market better. If you understand what their wants, pain points, and needs are, then you can tailor messages that reach them more effectively.

The best way to do this is by conducting several types of research. You can conduct online research, which includes search engine optimization (SEO) and social media listening.

The other method is user research, where you ask your target market what they want and need from the company or product they are currently interacting with.

  • Create client persona

To write a video script, you should first create a list of the client’s needs and ask yourself the following questions:

  • What are their values?

  • How old are they?

  • What goals do they wish to achieve?

  • What are their likes and dislikes?

  • What is their job, and how much do they earn?

  • Where do they live?

You might already know this, but use your existing customer base to help create the perfect profile.

Keep in mind that these millennials are different than any generation before, so you should be creative when you create video content for them. Begin with a concept or idea that speaks to their needs.

Paying attention to your customers’ wants and needs is important for successful marketing. Don’t skip this essential step.

  • Start writing your script

Firstly, you’ll need to come up with a video concept. Once the basic idea is down, you can write the script. Your script should have a clear narrative and catchy, expressive language.

Be mindful of the tone you set in your videos based on who you’re targeting. Maybe a more informal (but not too casual), the fun tone is best when discussing topics to do with your practice area. Or perhaps you might use a serious, authoritative tone when discussing legal matters?

Now that you know who, or what, your target audience is, write a script that will persuade them to take the desired action.

The way people work varies, depending on what they find easiest and how much time they have. You might be better with a few key points to guide you through your scripts or with a full script to guide you.

You must focus on being concise while still giving relevant information to resonate with the camera.

  • Film your video

Congrats! You can now turn your script into a video.

You can get help for this type of thing either by hiring outside cameramen or buying a smartphone with good camera features. You can make high-quality videos yourself!

In the world of legal video creation, you may not be able to afford a major firm for all your needs. Fortunately, there are many ways to do so today and what’s best is most of them don’t require too much time or money.

For example, video maker apps provide you with professionally designed videos in a matter of minutes; all you have to do is choose which one suits your requirements.

Focus on the content of your video before you worry about other features. That’s what will make your audience stay tuned.

Keep in mind that if you cannot find the time to shoot a video, an iPhone video is more than good enough. As long as the message in your video is on point, it shouldn’t matter what equipment you use to film it with.

Diving into making lawyer videos? There are a few things to remember before you go ahead:


If you’re looking for a lower-budget option, try using your cell phone camera. Every camera requires a stabilizing device to prevent the footage from being shaky. Be sure to use a tripod or any other device.


It’s important to make sure that your background looks neat because any distractions will not promote a strong first impression. It could be in your office, just make sure it’s well-kept.


If you want to make your videos more audible, there must be no background noise. Technology like this is relatively affordable, so make sure you have a good-quality microphone to produce the best-sounding audio.


No matter the budget, good lighting is very important in photography. You don’t need expensive equipment like professional lighting systems, but proper light can make a world of difference in the room that you’re shooting in. One way to get the cheapest video is to film with natural light. You’ll also get some decent-quality footage this way.


Video editing doesn’t just happen. Even with a long day, there will be some scenes that can’t be captured in one take, so video editing is necessary. There are even some great apps on the market that can help you with editing needs.

Increase your client base: These Video Marketing Techniques for Lawyers will Help
Increase your client base: These Video Marketing Techniques for Lawyers will Help
  • Promote your video

To make your law video work for everyone, be sure to share it. From local TV to social media networks, there is an amplitude of platforms where you can effectively distribute your law firm videos without having to spend any money.

Here is a list of sites where you can share your video marketing for the best results,

Social media Ads

Given what we know about how video marketing is most effective, it makes sense for law firms to invest in social media.

An increase in people using social media means your business can have a huge reach. This can be very important for law firms and firms that provide services to ensure they can find the clients they need to succeed.

Facebook, LinkedIn, Twitter, and TikTok are all great platforms for video marketing for lawyers. With such a range of different services to explore, make sure you get the most out of each one.

Your website

Your videos should be the first thing you share on your site. When you embed them into pages, it makes for a more interesting site with visuals and storytelling aspects.

Once you upload your videos to your site, you can share them by posting links to the site that’ll help convert prospective customers. This is how we get a bigger audience and create more content

Email marketing

One of the best methods of marketing is email. It has a great ROI and provides outstanding value to those who make proper use of it. Sending emails with videos from your law firm can do wonders for your customers.

If you’ve been in the business for a long time, chances are, you have clients that you might not have reached out to in a while. Getting back in touch with your past clients by following up with them on new videos that come out will be beneficial for both you and your company.


As a lawyer marketing on YouTube, you know how powerful of a platform it is. Now you’re in luck because there are even more possibilities for all of your great videos.

You might upload your videos to other sites for quicker access, but we always recommend releasing them on YouTube first.

Take some time to optimize the video that is uploaded to YouTube by adding keywords in the video description and title as well as implementing different types of metadata.

  • Measuring Your Results

Once you’ve created your videos and uploaded them to the ideal social media channels, it’s important to keep up-to-date with how they’re doing.

For example, what are the best times of day to post? How many views have you had so far? Are your videos appearing in viewer feeds?

If you’re not getting any views, there could be a few different causes. Maybe your video isn’t getting the attention it needs and so it isn’t being discovered. Maybe the content of your video isn’t interesting or valuable to your audience.

Video marketing for lawyers

There are so many free tools that help you monitor your website. One example is Google Analytics, which can show you what kind of visitors flow through your site – their location, the re-directing sites they’ve come from, and how long they stay on your site. It’s easy to use too!

Top video marketing techniques for lawyers

1. Update your homepage with a brand-new, high-quality video

This is a very smart move by law firms because hosting branded videos on their website has been proven to improve conversion rates for visitors.

This video is for people who already know about this legal issue and are looking for a way to fix it. They’re also looking for someone to help them with the questions they can’t answer, so this video needs to do a better job of explaining how your service works.

These days, a successful law firm branding video needs to include,

  • Information about your key message and why you are a credible option.

  • Share a little about who you are and what made you opt for this career in the first place.

  • Add shots of your offices and surrounding location to build trust and engagement.

  • If possible display little clips of your key personnel with a few words from each.

We suggest you show people what is happening behind the scenes at your law firm to attract more clients.

It is best to have your video above the fold on your homepage as this will allow it to easily entice viewers and keep them on the page.

2. Conduct video interviews with lawyers

One way to grow your site’s traffic and generate attention is by posting interview videos. These videos will help you increase your followers, get more potential clients, and let people know more about your services.

Customers looking to hire a lawyer often ask about “what kind of cases they’ve won”.

They also want to hear what type of people they represent and why the customer should hire them.

You can show your expertise on a given topic by interviewing lawyers from firms that have experience in that area. Have them share their insights about recent cases and offer strategies for dealing with potential legal issues.

This helps build trust with your prospect at the crucial decision-making stage.

3. Use keyword knowledge to improve the organic marketing of your videos

Video production can be an expensive process that takes time and effort. It’s important to determine the needs of your audience before beginning production.

Organic keyword research is essential for understanding what keywords your market is typing into search engines and how they’re searching.

With content, you have to use a mix of keyword research and expertise. Thankfully, there are some neat tools for finding and optimizing your YouTube content.

Simply search for your practice area on YouTube. As you start typing, the platform will suggest related terms. The video searches it suggests are often among the most relevant video results.

One of the ways you can generate new video content ideas is by using one of these great tools.

One tool that can be very helpful in terms of coming up with a list of related keywords is YT Cockpit. It generates metric data, like the average number of views on YouTube videos with the keywords you input.

Then there are TubeBuddy Tags which provide you with a free Google Chrome extension that enables you to spy on the tags that your competitors are using. Just click the extension, and you’ll see a list of all their used tags. If they don’t have any, simply find one that fits their niche and start optimizing it for yourself with TubeBuddy.

4. Use the power of customer testimonials/case studies

Customer testimonials and case studies are also popular, with potential buyers searching for these videos at the decision stage of their search.

When you promote testimonials, prospective clients are more likely to trust your service, so they know what to expect when working with you.

When people find out about the positive results achieved by your company, there may be little else standing in the way of getting their custom. Social proof is powerful evidence of your success.

They say a picture is worth a thousand words. With video, it can be worth even more, as this form of marketing has the potential to create connections and cultivate trust between people through natural wordless communication.

Whether you’re trying to sell your products or promote your business, videos are vital in connecting with new and existing customers.

5. Produce content that serves educational purposes and answers your clients’ queries

During the process of keyword research, you will come across several specific types of videos that people search for. Most of them would be tutorials and other videos that educate the viewers in some way.

Right before people reach out to law firms, they search about and try to understand the workings of some legal matters on their own so that when they reach out to a law firm, they are educated about all the legal terms and processes.

Believe us or not but these people do not find corporate videos about your company suited for their time and interest in the phase. They are focused on getting themselves aware of all the formal terms and processes related to law.

Customers prefer watching short and engaging than spending double their time reading text. What you can do is make videos relevant to your law firm that are focused on customers’ queries.

Doing this does not demand creativity. You just need to be able to speak clearly about the topic you choose in a demonstrative way.

Creating video content not only makes it easy for customers to understand various aspects of law but also improves your impression in front of the public eye. It makes you look out as trustworthy and confident. This way people are more likely to reach out to your law firm.

6. Be consistent with creating Vlogs

Vlog is a term for video blogs. They do not need to be highly polished and of high quality. Vlogs are never professional. They are casually made, slightly edited, and have a unique sense of ingenuity. You can shoot these videos over your mobile phone and it is okay if they do not reflect perfection.

Vlogs are highly focused on specific topics and are raw and genuine. They are designed to share insight and thought on a particular topic.

There are several things you can highlight in your vlogs. You can share courtroom hearings, particular cases, client experiences, views on legislative changes, or simply just a tour of your office.

If you are good at vlogging, you can build a huge and loyal following for your law firm as vlogging sets you apart from your competitors and allows you to give an inside look at the ways you can help.

7. Your time in writing scripts

More than 80% of people watch videos on Facebook without sound. Sometimes, people use this fact as a justification to focus more on the visuals but it is fine if you discard this opinion.

What is important are the things you speak about in your videos. These things and your way of elaboration should help you establish a stronger connection with your clients that is based upon trust and emotional connectivity.

For this purpose, you need to have a good script. You can invest in a good script writer or write it on your own. Just make sure that it encompasses all the key points and doesn’t skip any.

To make it effective your video needs to have a clean intro, good quality and should possess all the talking points. A video with a good script can be distinguished by several properties such as it being conversational and the sentences being short and to the point.

8. Add a Call to Action button at the end of your videos

It is pretty common for law firms to include a call to action button at the end of their videos. It would be advantageous for your business if you adopt this habit too. So make sure that whenever you make a vlog, corporate-style company videos, testimonials, etc., it should also have a call to action button at the end.

Some Lawyers do not like this idea but the call to action idea does not have to look at sales. Viewers are not always aware of the step they should take. Therefore, by carefully examining it, make sure that your viewers are assisted by you in choosing the next logical step and the addition of a call to action would help you with that.

The call to action button can help the viewers in booking a free consultation with your law firm and it would be beneficial for both your law firm and the client.

9.  Ensure the optimization of YouTube videos

YouTube is a huge platform as 5 billion videos are watched daily on it. You can also use this platform to build a huge following for your law firm through video marketing.

Knowing the benefits of video marketing on YouTube, many Lawyers upload their videos on YouTube too but it gets overshadowed by millions of other videos that have the same subject as theirs.

To prevent this, you need to do video optimization on YouTube. The process is much similar to website optimization except for a few changes.

There are thousands of videos that may have the same title as yours but you need to have your video ranked the highest on YouTube search results and for that, you can go for video optimization.

10. Publish your videos to as many platforms as possible

The use of social media platforms has extensively increased. There are numerous social media platforms out there, each having unique features but the feature of video sharing is common among these platforms. You can share your videos on these platforms to generate more views and traffic.

One of the finest options is the publication of your video on the landing page of your law firm’s website. When marketing leads would visit your website, the first thing they will do would be watching your video.

You can also publish your videos on platforms such as Facebook, Twitter, and Instagram. These platforms have the highest number of users. Doing so would increase the chances of your video not only catching more attention and views but new clients as well.

The more places you publish your videos to, the more the chances of your video getting discovered by a larger audience.

11. Make use of videos in Facebook ad campaigns

Yes, YouTube is the best and the biggest platform for video sharing but that does not mean that Facebook is any less.

Approximately, more than 100 million hours of video are watched on Facebook daily, making it one of the most prominent platforms for video publication, sharing, and optimization.

Facebook has become more of a video-sharing platform because of its increase in engagement rates of videos. It is geared more toward videos nowadays. Facebook ads that have videos also have a higher engagement rate. Facebook generally offers a higher engagement rate for content that includes videos which can benefit you greatly in Facebook ad campaigns.

The Auto-play button of Facebook holds great significance by automatically playing videos. This helps you increase your videos as well as engagement rate, which then proves to be beneficial for video optimization as well.

12. To engage with your audience, introduce animation

Law firms often struggle with their lawyers getting primed to do a video to get new clients. The problem is that a lot of people these days are introverted and camera-shy although cameras are very popular these days.

This problem can be minimized by using animation in some of the videos. There are many people out there who find animation to be more comfortable to watch. A good voice-over with excellent animation can help people understand things in plain English in a clearer and better way.

Legal matters are complex and sometimes, even cause nervousness in people who are involved in these matters. Good animation can help you depict the scenes of the courtroom in a simple yet appealing way. Thus, helping customers understand your videos better.

13. Make your videos longer where there is a need

There is a common idea forced onto the minds of Lawyers that the majority of the viewers stop watching your video after 2 minutes therefore, one should make a video that is under 2 minutes but this is nothing more than a myth. Customers watch your content as long as they are not bored.

This is not 100% confirmed that customers stop watching your video after it is 2 minutes. As long as you have content to speak on, there is no reason to quit the video with all their questions unanswered.

You do not have to make videos in under 2 minutes. Longer videos allow you to explain more and better. It can also help you boost your watch time on YouTube in a significant manner. The longer your video is watched on your website, the better would be the SEO ranking of your website on the search engine results page.


Video marketing has proven to be a powerful tool for law firms looking to expand their client base and enhance their online presence. By incorporating these video marketing techniques into their strategies, legal professionals can effectively connect with their target audience, showcase their expertise, and build trust with potential clients.

To further amplify the impact of video marketing, seeking assistance from experienced professionals is crucial. Ray Legal Marketing stands as a leading service provider in the field, specializing in Video Marketing for Law Firms.  Their team of experts understands the unique requirements of the legal industry and possesses the skills to craft engaging and persuasive video content that resonates with potential clients.

With Ray Legal Marketing’s tailored video marketing solutions, legal professionals can position themselves ahead of the competition, attract a wider audience, and ultimately achieve significant growth in their client base. Embracing the power of video marketing in collaboration with Ray Legal Marketing can lead to remarkable success in today’s digitally driven legal landscape.

So, why wait? Unlock the full potential of video marketing and harness its benefits with the dedicated support of Ray Legal Marketing. Your journey to expanding your client base begins now!
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