How do I increase traffic to my law firm’s website? What will give me the greatest ROI for my digital advertising? What is the best way to increase leads and convert clients through the internet?
As a digital marketer, I’m asked these questions almost daily. The biggest challenge for law firms continues to be driving traffic and ultimately clients to their website. When determining digital strategy for lawyers we recommend focusing on content-rich marketing through the inbound marketing methodology. Simply put? As Bill Gates once said, content is king.
But where do you start? The answer for attorneys is surprisingly easy: video. From a client perspective, hiring an attorney is a big investment – a lawyer needs to establish expertise and gain trust immediately. A prospective client wants to create an immediate human connection, and there’s no better method for this than video.
It’s estimated that by 2019 over 80% of consumer internet traffic will be through video.[i] You’ve likely already noticed that your Facebook feed is inundated with videos, or you’ve heard of the massive power behind video platforms such as Snapchat, Facetime, Vimeo and of course YouTube. You may have also noticed more and more of your competitors adding video to their websites and social media at a voracious rate. Video content has become critical for law firms. It’s no longer enough to create a streamlined and engaging website – you need updated video designed to reach and convert clients with clear call to actions.
Need another reason to buy into video today? The spend on video advertising is expected to almost double in the next few years. (Take a look at the chart below to see the numbers and pay close attention to the mobile – that’s where the majority of your prospective clients will search for an attorney.)
Additionally, it’s estimated that one minute of video communicates the equivalent of approximately 1.8 million words.[ii] Beyond the volume of message, video is MEMORABLE. 80% of viewers can recall watching video in the past month and an astounding 46% stated they took further action after watching video content.[iii]
Many companies have struggled to produce quality video content for law firms, FindLaw’s departure from video production is just one recent example. They’re unable to succeed in the marketplace because they lack the experience and expertise needed to deliver engaging and streamlined legal marketing content.
Our team has continued to raise the bar and push past barriers to produce web video content that surpasses the competition. Whether it be a Q&A with an attorney, a client testimonial or a firm overview – the sky is the limit. Website videos should vary in length and topic but quality should never be sacrificed. Check out at a few of our recent videos by clicking this link or the image below. If you have any questions or you’d like to talk to our team about web video production please fill out this form or call Ryan Serritella (518) 724-3732 or Corey Ausfeld (518) 631-5557.
Director of Digital Strategy
[i] Cisco’s Visual Networking Index
[ii] Forrester Research
[iii] Online Publishers Association