TechnoLawyer Post – June 4, 2001

Audio and Video on Law Firm Web Sites

>> See our latest Law Firm Web Marketing Videos.

From The TechnoLawyer Community http://www.technolawyer.com:

TABLE OF CONTENTS
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1. DALE H. TINCHER, AUDIO AND VIDEO ON LAW FIRM WEB SITES

A properly planned Web site can accomplish a great deal for law firm. It  can serve as an information resource. It can save administrative time.  It can also bring in new clients and serve existing clients. An  improperly planned Web site, however, can be a drain on a firm’s budget  and time.

An example of an improperly planned Web site is a hastily developed  brochure site. A static, ordinary brochure type Web site may present a  law firm as a static, ordinary law firm. With some planning and  investment, a Web site can become be a “resource” and can come alive –  delivering a firm’s messages in a variety of formats.

I am very excited about the use of audio and video as Web delivery  vehicles. Video and audio are excellent ways to demonstrate innovation  and to communicate with consumers — while using methods that are as  common and as comfortable as viewing the nightly news on television.  While some law firms and businesses would like to convert/revert  television to a black and white text technology, consumers have grown  quite fond of colorful, dynamic delivery. Many consumers enjoy receiving  information while leaning back in a comfortable chair. I know that I do.

A value of presenting via video is that it is similar to conducting a  personal introduction or presentation. A firm can introduce its
attorneys and staff through Web video. Panoramas of office space can be  easily accomplished. Audio and video of a firm’s services can be  presented. Client testimonials can be aired. Successful cases and/or  case preparation methodology can be displayed on the Web. These  techniques are positive since it is still human nature for people to want  to see, hear and if possible, touch.

You must keep in mind, however, that the quality of video displayed over  a “modem” is poor. You may have noticed that the majority of modem  presentations are viewed as slide shows. The quality of video over a  “high speed line” such as cable modem, DSL and T-1 lines can be quite  good.

In the past, videos were delivered using “HTTP modality.” The files had  to be fully downloaded prior to playing them. Progressive technology  was later developed to allow a video to begin playing when enough data  was delivered. Real Networks, Inc., <http://www.realnetworks.com>, Apple  <http://www.apple.com> and Microsoft <www.microsoft.com> have since
developed RTSP “streaming” technologies that allow video to play as it is  being delivered (streamed.) I hear conflicting statistics as to the  number of computer users who have Real Networks’ streaming Real Player  software installed on their computers, but I know that the percentage is  high.

HTTP modality delivery can be useful in the proper environment. If you  have adequate disk space, you can produce your videos and download them  for HTTP playback. As discussed above, HTTP modality technology  requires that the entire file be downloaded before it can begin playing.  This can be useful for classes, for example, since it permits the  download (cache) of the presentation in advance — preventing possible  streaming congestion during class. High-speed, high-quality  presentations intended for a high-speed line can also be viewed on  virtually any PC, (including those with or without modems), if loaded in  advance onto a hard drive.

Common streaming video options include Microsoft’s Windows Media, Real  Networks’ Real Player and Apple’s QuickTime. The individual wishing to  view the video can choose free downloads from Real Networks (Real Player  Basic), Microsoft (Windows Media Player) or Apple (QuickTime.) To house  video and audio, however, requires a Real Server for Real Networks Real  Player or an NT Streaming server for Microsoft’s Windows Media. Equipment needed to effectively capture Web video includes a digital  camera, a video capture card and digital editing software. Suitable  digital cameras are typically $1,500 – $2,000. Video capture cards
(Firewire or I-link are commonly used) are typically $69 – $200 and often  include basic digital editing software ($99 – $500 for more sophisticated  software.) We have converted non-digital (camcorder) tape to Web video,  but is not as convenient and as high-quality as digital video.

Another consideration is that video takes a great deal of disk space. A  6-minute presentation we recently developed for modem viewing required 3  MB of storage. The same 3-minute presentation prepared for a high-speed  line required 19 MB. Many Web hosts charge from $.50 to $1.50 per month  per MB for Real Player storage that exceeds, e.g., a 5MB free amount.  Large archive, low activity rates are substantially less. A single video  presentation can exceed the “free” capacity. Many Web hosts also charge
for bandwidth (usage) over a certain amount. Therefore, heavy usage may  put you over your monthly bandwidth limit, resulting in additional  charges.

Video production rates (taping, editing & programming) typically range  from $75 to $175 per hour. For video recording (taping), editing and  programming, you should plan on a four-hour minimum for preparation of a  short segment. If you supply a digital videotape, production typically  takes two hours. Multiple segments that are spliced together into a  production with e.g., music and voiceovers, can run four to twenty hours,  depending upon the production requirements, length and goals.

Bear in mind that viewers who are not Web-savvy may judge presentations  from their frame of reference, e.g., TV or movies. You may want to set  the expectations of your viewers by letting them know that the Internet  does not support TV-quality viewing.

If you are planning video for your Web site, we recommend that you  prepare, view and offer both low-speed presentations (modems) and  high-speed line presentations (cable modems, DSL, T-1, etc.)

For Video and Real Slide show presentation examples, please feel free to  visit our Web site <http://www.consultwebs.com/videos/>. The page also  contains Real Slide Shows which further discuss the preparation and
housing of Web video. One of the listings on the page is a video  panorama of a law firm with whom we do business.

I look forward to seeing and hearing you on the Web.

Dale H. Tincher, <dtincher@consultwebs.com>
Consultwebs.com – Web Design & Consulting <www.consultwebs.com>
Consulting – NCBA
Phone 919.272.8052; Fax 800-515-3549

100+ Web resource sites including – <www.LegalResourceLinks.com>
Comprehensive Web promotion advice – <www.lawwebmarketing.com>
Seminars (NCBA, NCATL, ABA) – <www.consultwebs.com/cle.htm>