Video Content is King

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For seven years, Lawyerist has published an annual list of the best law firm websites. Now, you can find out what they have in common.

The most important component of creating attorney video is planning what content you will talk about in your video. If you don’t have the right content, your video will not be watched. Someone may click on the title and start to play the video, however if you talk about yourself or your law firm, I can pretty much assure you that your video will not be watched.


There is great debate in the blogosphere about whether an attorney bio is the most important part of the website. Some really smart people feel that the attorney’s credentials in the biography section on the website is critical.

I totally disagree. I don’t believe these smart marketers truly understand what an online viewer looks for when searching for an attorney. In fact, I think that if you are going to spend your money to create a video that talks about yourself and your accomplishments, you’re doing nothing more than feeding your own ego.

Here’s why an attorney bio is useless:

A viewer who is searching online for an attorney has a legal problem. That person makes a number of assumptions.

  • They assume that you went to law school.
  • They assume that you graduated and took the bar exam.
  • They assume you passed the bar and are now practicing with a law license in the state that you claim you can practice in.
  • The viewer also assumes that you have some experience in the field of law you claim to be proficient in.

These assumptions are a given. If you now spend a few minutes simply reaffirming these assumptions, you have done nothing to help advance your cause to show your viewer that you are knowledgeable and have specific information that can help them with their legal problem.

If you are going to take the time and invest your resources to create video to market yourself and your law firm, you would do well to heed this advice:

Stop talking about yourself

Remember, your online viewer doesn’t care about you. They don’t care where you went to law school. They don’t care how many awards you got on law review or moot court. They don’t care about what committee assignments you have. They don’t care what organizations you belong to.

The only thing they care about is whether you can help solve their legal problem

You must learn what content your viewers need and want to know. Watch the video to see what I mean.

By the way, did you know that Pew Research, in a recent study, determined that 2/3 of all adults who go online prefer to watch video rather than read text? That is an amazing statistic. If you are reading this blog post without having watched the video, then you fall within the one third of adults who prefer to read text. That’s okay as long as you recognize that the majority of your online viewers are watching video. Are you on video yet? If not, why not?

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  • Not only do they assume “some experience”, they some you are a “certified specialist”! At least, that was the finding of a Tennessee study in the mid-90s.

  • I like what you say about not simply talking about yourself. Really, you’re just touting your own horn and giving them information they’ve probably already assumed of you! Viewers to your site are looking for answers to their question–SOME idea that they’re in the right place for their problems.

  • Hi Dave, Hi Wade,
    I agree with both of you. Interestingly, in many states, lawyers are prohibited from claiming they are a “specialist.” New York does not allow us to use the term specialist despite the fact that our years of experience would necessarily qualify us as an expert handling only one or two types of law.

    Nevertheless, it’s not what WE want to tell our viewers. Rather, it’s what information THEY need. Lawyers who understand that distinction are the one’s who truly ‘get it’ and can fashion content to help their viewers.