Published July 21, 2017

Why legal firms should consider video as part of their content strategy

You don’t need us to tell you that to fully understand the law takes an extraordinary amount of time, effort and academic intellect.

Law is complex and constantly changing, and this is why videos are so important for legal marketing

Your average client will not have a clear understanding of complex legal matters or proceedings like you do.

If prospective clients are greeted with pages and pages of jargon filled text when they land on your website, it can be detrimental to your chances of landing their business. Unless you have a patient user willing to read and decipher your content, potential clients end up leaving your site because there is too much information to sift through and frustration sets in.

With an increasing trend for visual media, videos can act as a far more effective way of delivering your message concisely, helping explain complex legal matters through visuals and dialogue. Videos are much harder hitting than text, and when done well can capture your audience attention and help convert them into clients.

3 Reasons why you should consider video:
  1. Conversion rates increase with video

    According to Hyperfine Media, including a video on a landing page can increase conversion by 80%!Why though? Well 90% of users say that videos are helpful in the decision process. That means if you produce a good informative video, your prospective clients are likely to favour you over your competitors. If you can hook your audience, it also stops them leaving your site.
  2. It’s easier to explain complex legal matters in video

    This one is simple – no matter how well you write, it will probably never beat a video of you explaining the same legal matters, proceedings and cases. It’s also a shorter, more concise way of getting the message across.In line with an ever increasing trend for consuming media, now over half of executives (59%) would rather watch video than read text.
  3. Users recall videos better

    80% of users recall a video ad they viewed in the past 30 days, according to Hyperfine Media’s collection of video stats. Whilst this particular statistic is aimed at video adverts, it doesn’t make it any less true that legal video content would be easier to recall over text content.

The benefits of producing high quality, informative video content are clear and thus should form part of your overall content strategy. An engaging video that provides useful, relevant content to your audience can quickly become an information source which is referred back to and shared amongst industry colleagues.

If you’d like to find out more about what goes into producing a video, you can read our handy guide to producing and promoting an effective video here.

Alternatively, if you would like to find out more about our legal marketing services and how we can help you promote your firm click here.

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