Yesterday’s post at Law Marketing Blog by Larry Bodine shares the reasons why video is the killer app for improving your website’s Google ranking and how you can add this important functionality to your site:
There is a "killer app" that will greatly improve the likelihood that potential clients will find you in a Google search. Research confirms that it is online video, and many lawyers have gotten the message. Just pay a visit to the LawyersDotCom channel you YouTube and check out the 500+ lawyer videos.
Video is the No. 1 reason that people go online, according to Pew Internet Research. Clients and potential clients would rather watch to a two-minute verbal explanation than read a two-page article. "I don’t want anything on paper. I don’t have an in-box; if I did everything in it would go into trash. I want something that will catch my eye in 30 seconds or less, certainly not a long block of text. I’m more likely to look at a video," said MeMe Rasmussen, VP and Chief Privacy officer of Adobe Systems Inc.
More than 4 billion videos are viewed on YouTube every day.
Video is the easiest way to a first-page ranking on Google. A website with video is 53 times more likely to be found on the first page of Google compared with a website without video, according to Forrester.
Statistics show that having a video on your law firm website increases the chances that a potential client will retain you, and increases the time a visitor spends on your website.
Therefore it is surprising that only 51% of lawyers in firms of 1-5 lawyers say they plan to use video in their online marketing, according to a LexisNexis/Vizibility survey of law firm use of social media. The lack of video on your law firm website is a marketing mistake.
"Lawyers should develop an introductory video that showcases their personality as well as expertise. Post the video on the Web, including YouTube. Our studies have shown that a well-produced video can be a primary factor in a consumer’s decision to contact a firm," says my colleague Craig McGuire, Product Marketing Manager, Websites/SEO/SEM at LexisNexis.
A small firm that is harnessing video effectively is Tully Rinckey of Albany, New York. The firm’s videos have been viewed more than 140,000 times – an outstanding result for a law firm. Many are clips from TV news reports in which a station interviewed a lawyer for comment about current events. Chief Marketing Officer Graig Cortelyou has cultivated good relations with local TV producers who give him these videos for free. The 33-lawyer firm also displays a video on its home page.
Tips for a good video
Recording a video is easy and can be done right in your office. An experienced videographer will have the camcorder, lights and lavaliere microphones that are required. I recommend that you do not write a script and read it word-for-word from a teleprompter. All you need are a set of bullet points to follow, as you would use when making a presentation.
To create a video that generates new business, follow these tips:
Don’t talk about yourself. Clients are more interested in their legal issue than your credentials. Instead, talk about the problems you solve for clients.
Keep your video short: 2-3 minutes tops. Any longer and you’ll lose your viewers.
Get to the point in 8 seconds or else viewers will move on.
The more light the better. Do not rely on sunlight or office light, which will produce dark and off-color videos.
Move when you speak, because video is designed to capture action. Most lawyer videos show someone sitting at a desk, which is boring. Try standing up and gesturing when you speak, which is how you talk to people in person.
Mind the background. What is seen behind you makes a big difference. Do not sit in front of your office window or a lamp, which will put your face into a shadow. There should be no distracting cars or people moving in the background. Get rid of the clutter too.
One thing is clear: video is the future of law firm marketing. Adding video to your website is like getting an audition with a potential client. Don’t delay in bringing your website up to date.