Beyond Words: How to Use Video in Your Law Firm’s Marketing Strategy

Feel like your firm’s website looks impersonal? Here’s how adding video to your marketing strategy can change that.  

Law firm marketing campaigns should aim to answer the one question every prospect has: 

Can I trust you? 

And it’s not just about competence – clients want to know they’re talking to someone who empathizes with them, a human being that doesn’t just see them as another number.

But let’s face it; it can be tough to establish trust through the typical law firm website. They often read as impersonal or dull, and they don’t do much to set you apart from the competition, unless they’re done right. Regardless, it can be hard to establish personal connection when you’re working with a website alone. 

That’s where video comes in. 

Why is video so important? 

As of 2023, 90% of marketers say incorporating video into their marketing plan helped them generate leads. 

With video, you can showcase your personality, brand, and expertise in a way that written text simply can’t. Whether you’re explaining a complex legal concept or sharing a client testimonial, video helps clients associate a name with a personality, allowing you to connect with clients before they even pick up the phone. 

What are ways a firm can incorporate video into their digital marketing strategy? 

Marketing videos come in two forms: short form and long form. Short form videos are typically 30-60 seconds long, whereas long form videos cover topics more in-depth. 

Short form videos typically lend themselves well to: 

  • Client testimonials 
  • FAQs
  • Short ‘explainer’ videos that simply explain a common legal problem
  • Legal Tik-Toks 

Long form videos, on the other hand, work well with content such as: 

  • ‘About us’ videos
  • Videos speaking to the firm’s mission or services
  • Longer ‘explainer’ videos that provide an in-depth explanation of a complex legal issue

If you’re just starting your legal video-marketing journey, our experts strongly recommend beginning with a client testimonial video.

Take look at an example of a well-crafted client testimonial video:

Tips for Crafting a Strong Video

Identify Your Brand Voice

Whether or not a client chooses your firm largely depends on how you make them feel. Do you want to make them laugh? Make them feel safe? Project confidence? Showcase your ability to verbally navigate sensitive issues? 

Pick a branding goal that makes sense for your audience and your firm’s mission, and develop your video content around achieving it. 

Choose the Face of your Brand

Pick one person to be the face of your firm’s video brand. They will become the standout spokesperson for your law firm, appearing in most of your videos and helping you establish a consistent message.

When selecting who from your firm could take on this role, try to objectively evaluate which associate could best get across your firm’s brand message. For instance, if you’re trying to come across friendly, funny, and approachable, pick an engaging orator with lively energy. Or, if you want to showcase your firm’s expertise and professionalism, you might select an attorney with a calm and confident demeanor who can convey complex legal concepts in an easy-to-understand way. 

The bottom line is to choose someone who can effectively embody your firm’s brand. 

Write a Script

You don’t just want to wing your law firm videos. That’s why it’s important to write a script beforehand – it helps you stay on track and ensures your message is clear, concise, and on-brand.

Plus, writing a script can help you identify any potential issues or roadblocks in your content, allowing you to address them before filming. Trust us: it’s a lot easier to edit a script than to try and piece together a disjointed video. 

Identify your Platform

It’s not enough to just upload videos to your website and call it a day. In order to get your content in front of as many people as possible, it’s important to diversify your platforms. That means deciding which social media platforms you want to use to promote your videos. 

Different social media platforms have their own strengths and benefits, so it’s important to think about where your target audience spends their time online.

For example, TikTok is a great option if you’re looking to connect with a younger demographic through short-form videos. On the other hand, YouTube is a better choice if you want to build a deeper relationship with your audience through longer-form videos. Each platform has its own unique set of features and benefits, so make sure to tailor your content to the platform you’re using.

If you’re interested in starting with TikTok but simply don’t know where to start, we’ve got a gift for you! 

Download My FREE List of Legal TikTok Ideas

Do Your Research

Especially if you’re new to video production, producing firm videos can feel like a daunting task. To ensure success, it’s crucial to gather as many resources as possible to guide you through the process. 

To help you get started, we’ve created a video strategy checklist which offers: 

  • 10+ proven strategies to make your videos engaging, visually appealing, and reflective of your brand identity
  • A blueprint that includes a content calendar, distribution strategy,  metrics & more. 

Claim My Firm’s Video Strategy Checklist

Avoiding Common Video Production Mistakes

Let’s get one thing out of the way: not making videos at all is the biggest mistake you can make. Video is an incredibly powerful tool for engaging with potential clients, building trust, and establishing your firm’s brand.

That being said, here are some common additional common mistakes you should avoid: 

  • Not tying everything together: We often see firms uploading Youtube videos without accompanying descriptions, keyword optimizations, or links to other social media pages. These videos are doomed for failure.  Your videos shouldn’t exist in a vacuum – they should be part of a larger strategy that ties together your website, social media channels, and other marketing efforts.
  • Using a third-party as your video spokesperson: We get it: lawyers are busy people, and it can be tempting to hire a third party to be your video spokesperson. However, it’s always better to use an internal attorney that’s more in touch with your firm’s values and mission. Plus, having an in-firm spokesperson reads as more trustworthy to potential clients.
  • Not recycling your content: Spent a long time crafting the perfect long-form video? Good news: they can be cropped and recycled on other marketing channels. Learn more about content recycling here. 


Nothing that’s worthwhile is ever easy. As intimidating as producing video content may be, it’s a powerful tool that can help your law firm establish trust with potential clients, showcase your expertise, and set you apart from the competition.

If you’re interested in incorporating video into your law firm’s marketing strategy, but aren’t sure where to start, our team can help. We offer a range of video production services, from concept development to post-production, to help you create engaging and effective video content that resonates with your clients. Contact us today to learn more about how we can help.