As an attorney, chances are you’re always on the hunt for new clients. Traditionally referrals have been your main source for winning new clients, but over the last few years law videos have been gaining traction due to its ability to capture attention. In today’s always-connected world, eyes are shifting online and the legal industry has the opportunity to win business from places like YouTube. It’s estimated that by 2021 video will account for more than 80% of all IP traffic.1 If video isn’t already in your marketing arsenal you may be missing out on the opportunity to win new clients. If it already is, chances are there are things you could be doing to further your reach to get an even better return on your investment.
Most law videos are boring
Most law firm videos are mostly the same. They’re live-action (show actual people instead of computer-made graphics), and have scripts that start out with some form of the following: “if you or a loved one have been in an accident…”. In these videos, attorneys get in front of a camera and explain why their clients should choose their firm for legal advice. While these videos are informative and better than not having one at all, they don’t really do much to help you stand out and be memorable to viewers.
An animated video makes your firm stand out and gets across your most important messages.
Instead of these cookie-cutter videos, your law firm should be creating fun and unique videos that quickly inform, engage and actually elicit emotion. They should get your core messages across in a way that actually resonates with viewers so that when the time comes that your help is needed, they can actually remember your phone number or website and contact you. Animation is used by many other industries and up until recently the legal industry has been slow to catch on. This makes the ability to rank high on search engines relatively easy at the moment. We’ve seen an increase in requests from law firms who are looking to use animation to help their marketing evolve and stand out, and if you aren’t already you should too.
Legal animation is memorable
Auto accidents are serious. So are workplace injuries. Animation and humor lightens the mood and makes topics like these more friendly and fun. Personal injury attorneys Dennis and Paul Grossman, for example, partnered with us to produce a series of 30-second animated videos. Their videos live online and also play on Spanish-language TV channel Univision, in Fresno, California. They’re simple, visually engaging and use a “stickman” style of animation along with our “jibjab” style that incorporates high-resolution photos, giving it a human touch.
In their auto accident commercial, the Grossman duo heroically ride in on the scene on horses to help a client who just had a car accident and needs him with medical expenses, auto repairs and other damages. The combination of audio, fun visuals and some onscreen text make their law videos unique and memorable. Studies have shown that people remember 10% of what they hear, 20% of what they read, and 80% of what they see and hear.2
Videos are searchable
If you already have video there are things you should be doing to get more eyes on them. The first thing we recommend is to upload it to YouTube so it can get indexed and start coming up in search results. YouTube is the world’s second largest search engine, and by including the proper metadata you give yourself a better chance of showing up when people search for things like “[your town] attorney” or “Car Accident lawyer [your town]”.
If you don’t have videos on YouTube, you’re missing out on a massive opportunity to reach potential clients.
More and more people are getting used to filtering their search results by video, since most people prefer watching video than reading text. What’s important here is that if you don’t have videos online then you exclude yourself from showing up for people who filter results by video. Once your videos are on YouTube, you should periodically revisit and optimize them, by adding new tags (2-3 basic video keywords that tell search engines what to index), for example.