Video marketing for Lawyers

Your Comprehensive Guide to Law firm Video marketing

Did you know that videos have an audience reach of 92% of Internet users worldwide?

Meanwhile, 75% of people watch short-form video content on their mobile phones.

The impact of video marketing is undeniable.


What is Video marketing for Lawyers?

It’s all about creating engaging video content to showcase your legal expertise, explain complex concepts simply, and reach potential clients on a more personal level.

Why Video marketing Is Important for Law firms

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

Video marketing growth

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. 

  1. Boosts Engagement: Videos grab attention quickly, making them perfect for sharing your legal insights and the value of your services. They’re a direct line to your audience, fostering a stronger, more personal connection.
  2. Increases Visibility: Videos can catapult your online presence, improving your search engine ranking and making you more discoverable to those in need of legal assistance.
  3. Offers Accessibility: With the rise of mobile browsing, videos are the go-to for clients seeking quick, understandable legal advice on the move.
  4. Builds Emotional Connections: Legal matters are often sensitive. Videos allow you to show empathy and understanding, crucial in building trust with prospective clients.
  5. Differentiates Your Practice: Use video to highlight what sets you apart. It’s your stage to share your unique approach and personality, helping clients see why you’re the right choice.
  6. Educates and Builds Trust: Informative videos can demystify legal processes for your audience, establishing you as a trustworthy authority in your field.

It’s simple: videos cater to our innate preference for visual content, enabling quicker and more engaging information than text alone. 

Here are the top reasons why your firm needs lawyer marketing videos for branding: 

Most effective Video marketing Channels for Lawyers:

Take a look at this data:

Social media engagement chart

To help you better understand and target your audience, we researched the current data on the users of different platforms as of this year.

Check this out:

Platforms Current Users 2024 Recommended Video Marketing Strategy
Youtube 2.49 billion monthly active users (Backlinko) Youtube live, interviews, corporate videos, about us videos, tutorials, inspirational and success stories
Facebook 3.049 billion monthly active users (MAUs) Facebook Live, Reels, corporate videos, about us videos, educational, tutorials, inspirational and success stories
Instagram / Shorts 1.4 billion users (Statista) Instagram Live, Reels, corporate videos, about us videos, educational, tutorials, inspirational and success stories
LinkedIn 1 billion Active users (DemandSage) Specific topic-based forum, success stories, informational, corporate videos, about us videos
TikTok 1.7 billion registered users (DemandSage) educational, tutorials, inspirational, funny videos

Social media video strategies 2024

Now that you have a clear foundation of how many billions of social media users you can reach using videos.

You might wonder: 

How can I make my firm’s video content stand out?

Let us show you…

Attorney Video marketing: Mastering Engagement and Connection 

There are many powerful storytelling tips for law firms. If there is one key takeaway from them all, though, it is this: If you want engaging videos, don’t be afraid to have fun and (most importantly) be authentic! 

Video helps law firms like yours expand their reach and connect with different audiences. 

Here’s a secret: Posting only informative videos wouldn’t cut it.

Embrace genuine storytelling and don’t shy away from showcasing your firm’s personality. Remember, it’s about making a lasting emotional connection with your audience.

American poet Maya Angelou encapsulates this quite well, ‘I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.’

Maya angelou feelings quote graphic

And we practice what we preach. Here’s an example of a fun and relatable video all work-from-home employees would laugh at:


View this post on Instagram


A post shared by Consultwebs (@consultwebs)

Again, videos work because they evoke emotions and appeal to our innate preference of visual processing of information. 

Video effectiveness explained

Truly, videos are powerful assets that can help your firm build stronger emotional connections and associations.  

Short-Form Vs Long-Form Video Content When To Use Each

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.

Tablet video testimonials quote

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

The Best types of Law firm videos

According to our Consultwebs law firm video editor , Sebastian Verde, videos can boost a firm’s conversion rate. 

Video marketing insights sebastian vettel

Check out an animated video sample featuring Tanner Jones, VP of Business Development at Consultwebs.

See More Law Firm Video Samples Here 

Promoting Law Firm Videos 

In the realm of legal marketing, remaining unseen is akin to being unheard. Investing in video content is a strategic move, but its potential is fully realized only when accompanied by diligent promotion.

That is exactly what this forward-thinking law firm does, in collaboration with Consultwebs. 

The firm committed resources to develop a comprehensive video campaign, further amplifying their reach through a targeted YouTube advertising strategy. 

The results? They speak volumes. 

With Consultwebs, the firm increased phone calls by 33%, directly attributable to their enhanced video marketing and video advertising efforts.

This exemplifies the power of combining creative video content with strategic promotion, ensuring your firm’s voice is heard loud and clear.

Law firm marketing campaign results infographic

There are other cases of success; we’ll dive into them next. 

How To Create a Video Marketing Strategy

With videos, you will want to know what to aim for. This entails setting clear and measurable objectives. Whether your practice is a niche boutique or a multi-disciplinary powerhouse, establishing well-defined goals is the foundation of your strategy.

This brings us to the first critical factor: 

Objective Setting for Measurable Impact 

  1. Identify your specific goals. What do you want to achieve with this video? Thought leadership? Boost your firm’s image? Etc.
  2. Ensure your objectives are SMART (specific, measurable, achievable, relevant and time-bound). For example, “Increase our website’s traffic by 15% within the next 6 months though video marketing.” 
  3. Tailor your goals based on your firm’s size and practice area. A solo practitioner may want to focus more on generating leads, while a large firm might aim to bolster its current reputation. 
  4.  Regularly review your video performance with your marketing agency.  

This last point brings us to the next part. 

Understanding Your Audience

  1. Conduct thorough research to understand your different audiences. This can include age, gender, motivation for legal needs, pain points, etc. As you grow your law firm, you will gain more insights into who your prospective clients are and how they behave.
  2. Utilize data analytics tools specifically designed for law firms like LawEval and check for patterns and trends e.g., checking to see spikes in website traffic, views, shares, likes, etc., after 1 month of posting videos. 
  3. Get the most out of testimonials by asking for valuable qualitative feedback. Remember, there is no better advocate for your firm than clients who have already gone through your firm’s legal process! 

Best Practices for Lawyer Marketing Videos

Let’s cut through the noise. Successful video marketing for law firms isn’t just about creativity; it’s about smart strategy, compliance without compromise, and top-notch production values. Here’s how you can dominate the legal marketing game with your video content. 

Navigating Compliance with Creativity 

Think compliance is a creativity killer? Think again. It’s the ultimate challenge that pushes you (and your team) to be innovative. Here’s how:

  1. Understanding legal regulations. Understanding the nuances of legal regulations in your jurisdiction is critical. This includes a cautious approach towards online legal advice.
  2. Strategic use of disclaimers. Clearly stating that content is informational, as opposed to intended to give legal guidance is key.
  3. Closely monitor and moderate any comments on your video(s) to ensure no misleading information could pose compliance issues. 
  4. Give credit where credit is due by being compliant with intellectual properties. That is, seek legal clearance for any third-party content you use, such as photos, videos, or footage. 
  5. Collaborate with your legal marketing agency to ensure there is a process for reviewing and approving any piece of content before publishing. 

Quality Production for Legal Video Marketing 

  1. Invest in quality audio: This is often unnoticed, but clear and crisp audio is crucial. Thus, investing in a good-quality microphone is key. 
  2. Optimize lighting: Proper lighting can significantly improve the quality of your videos. Always aim to use natural light. 
  3. Master composition: Don’t be afraid to experiment with different angles and perspectives to add depth.
  4. Focus on storytelling: If a video looks great, but the message isn’t clear, it won’t work. Great stories can help compensate for technical limitations and captivate your audience(s). Leverage genuine connections and showcase emotions. 
  5. Don’t be afraid to fail: This is often overlooked, but don’t fall into the perfection trap. Just like any skill, video production improves with practice. So, dedicate some time to honing your story, lightning, and overall videography skills by experimenting! 

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. 

Tablet displaying testimonial quote

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. 

SEO Mastery and Social Media Amplification

  1. Keyword research: SEO affects all aspects of your digital marketing strategy. Thus, it’s critical you conduct thorough research to identify high-volume keywords with low competition and aim for those. 
  2. Optimize video titles and descriptions: Craft compelling and descriptive titles that provide clear value to the audience while improving your search visibility. Remember: ‘If I were a prospect looking for X legal service, how would I search for it?’
  3. Create transcripts and closed captions: Accessibility is key in any business, so you will want to ensure your video is understood by everyone. Plus, sometimes videos automatically play with no sound, so adding captions becomes even more important. 
  4. Optimize video thumbnails: Your thumbnail is the cover of your video, and for it, you will want to create a great first impression to entice users to click through. Some ways to do this are to use clear images, compelling graphics, and bold text.

Deepening Engagement: Interacting With Your Audience 

Firms aspiring to deepen connections can foster meaningful interactions by adopting different video strategies. We’ll walk you through 3 different ways: 

Live Event Video Strategy for Law Firms 

  1. Host virtual seminars and invite industry experts and other relevant community partners. 
  2. Live streaming events are also powerful because they can offer you real-time engagement. At the end of an event, you can ask questions, add a form to a Q&A slide, send an email series with more information, etc. 
  3. Conduct mock trials. Presenting mock trials as live events is a novel way to demystify the legal process for prospective clients. It illustrates your firm’s approach to legal challenges, offers reassurance, and builds confidence among your audience.  

Q&A Sessions for Law Firms 

  1. Host regular Q&A sessions  to address any questions the audience may have and add a submission form for other viewers to add their inquiries in real-time. 
  2. Incorporate interactive polls. You can then use this collected data to tailor any future content and tackle any specific pain points and wants. 
  3. Invite experts. Collaborating with guest experts in your videos can broaden your appeal and provide different perspectives. It is also a powerful way to enrich your content by adding value to it.  

Webinars for Law Firms 

  1. Offer educational webinars on topics relevant to your firm’s practice area and your community. Informative webinars on legal processes, client rights or emerging legal trends can set your firm up as a thought leader in your market. 
  2. Partner with bar associations and provide CLE (continuing legal education) credits. This can enhance your firm’s credibility and attract a professional audience, opening up potential networking and collaboration opportunities. 

Elevating Your Firm’s Presence 

How can your firm set itself apart? It’s not just about showcasing your expertise; it’s about connecting on a human level, demonstrating your values, and sharing your journey. Here’s how: 

  • Tell your story: What is your firm’s origin story? Were there any struggles, and how did you overcome them?  Authentic storytelling simply resonates, transforming your firm from another service provider to a firm that is relatable, familiar, and trustworthy.
  • Illustrate growth and evolution: How has your firm evolved over time? How has it adapted to the legal landscape and any changing client needs? This narrative can reinforce your firm’s resilience and commitment to excellence. 
  • Showcase expertise in niche areas: Where does your firm excel? Do you have any insights and case studies you can share with permission? What are some of your favorite client success stories your clients have allowed you to share? This will help illustrate your depth of knowledge and skill in these niches. 
  • Offer educational content: Outside of law, very few people will know about common legal questions to ask, misconceptions, etc. Webinars, articles, and guides on legal issues not only showcase your expertise but also help build trust with potential new clients.
  • Create behind-the-scenes content: Offer a glimpse behind the scenes of your firm’s operations and culture. While two firms may offer the same services, the unique people who work together are what make up a business. This adds a personal touch, making your firm more approachable. 

Why Choose Video Marketing: Gaining a Competitive Edge 

On the fence about integrating video into your marketing strategy?  Consider the transformative journey of one of our esteemed clients whose strategic adoption of video marketing has yielded remarkable results. 

Let’s take a look: 

We will refer to the client as ‘the firm’ throughout the case study.  

The firm’s location is in Atlanta, Georgia. Practice areas include but aren’t limited to

  • Personal injury  
  • Car accidents 
  • Motorcycle accidents 
  • Truck accidents 
  • Brain injury  
  • Neck Injury 

This firm already has a robust digital presence, and the addition of video marketing marked an exciting turning point in their marketing endeavors. The decision was not made just to diversify their assets; it was a move to harness the engagement potential of video marketing. :

With the implementation of video marketing, the firm reduced their cost per lead (CPL) by more than half (52%) and increased their leads by 982% within a year!

The Strategies that Led the Firm to Success 

In partnership with Consultwebs, the firm harnessed a spectrum of digital assets to redefine its online presence and client engagement strategy. 

The avenues their marketing efforts included are: 

  • Web Design – First impressions matters, and this was clear to the firm as well. We focused on crafting a website that not only emphasized their brand identity and also served as a digital ambassador. This resulted in an aesthetically striking, quickly loading, and easily navigable website. 
  • Law Firm SEO – The firm honed its SEO strategies to improve its presence in search engine results, specifically targeting geos rich in potential clients for them –Atlanta, Lawrenceville, Jonesboro, and Roswell– for cases related to motorcycle accidents. This increased visibility where it counted for them. 
  • Law Firm Google Local Service Ads (LSAs) – Leveraging LSAs, the firm achieved a top position in search results pages, which afforded them not only a spot of prominsnece but also the Google verification badge. This communicates trust and credibility to porential clients. 
  • Agile Digital Advertising – Thoughtfully crafted YouTube adc campaigns allowed for precise targeting of key locations in Georgia. This ensured that their message was found by and resonated with the right audience, maximizing the efficiency and impact of their advertising investment. 
  • Video marketing – In order to strategically tie all of the above-mentioned efforts into a cohesive narrative, the firm implemented video marketing. This enriched their digital assets with engaging and visually captivating content, and it also led to significant milestones, such as dramatic CPL reductions and exponential increases in lead counts. 

Achieving the Results the Firm is Looking For

Let’s look at the results, precisely those propelled by their video investment.  To better showcase the comparison and contrast, please remember the following dates:  

  • The campaign before = before investing in video   
  • The campaign after = after investing in video

Campaign periods 2022

The firm’s organic traffic increased 2X since adding video marketing. 

Data analysis laptop display

The firm’s average monthly traffic went up by 73%.

Video campaign results

Skyrocketing Impressions and claiming the most clicks

Impressions refer to the number of times potential customers view an ad or content. It helps businesses track the reach and visibility of their marketing efforts. 

On the other hand, clicks refer to the number of times a user clicks on an ad or link. This measures the effectiveness of a call-to-action and indicates user engagement with the content. 

More clicks = More engagement

Between May 2022, when they launched videos, and during the few months using video marketing for lawyers, they managed to: 

  • Increase impressions by 339%  
  • Increase clicks by 768%  

Video traffic growth chart

Booming Conversions Means More Prospects

Conversions represent the moment when potential clients move from merely viewing your content to engaging with your firm. Examples include filling out a contact form with a request to inquire about your services, making a phone call to your firm, or scheduling a consultation. 

By optimizing your digital presence to maximize conversions, your firm enhances its visibility AND it also increases its opportunities to secure new clients, thereby driving sustainable growth and boosting profitability. 

The more conversions, the better. 

CTR (click-through rate) refers to the percentage of users who click on an ad or link, as compared to those who have seen it. This indicates what the quality of the traffic is, how effective your add or call out is for the audience your content is being shown to, and ultimately how effective the campaigns are. 

Since launching video campaigns, the firm saw: 

  • A monthly conversion rate up by 997%  
  • A monthly CTR up by 98% 

Laptop data analysis display

There is nothing better than more conversions. Let’s see…

Combined Efforts = More Quality Cases

By combining their efforts to increase website traffic, boost click-through rates, and optimize conversions, the firm was seeing the results they’d been seeking and more. 

While the firm was generating a solid number of cases, the jump was even more evident once they added video assets in May. 

The firm:

  • Reduced the cost-per-lead (CPL) by more than half (52%) 
  • Increased leads by 982%! 
Laptop data presentation

Saying YES to Diversification is Saying YES to Success

Achieving success in the fast-changing online landscape is synonymous with embracing diversification in your digital strategy. Top-performing law firms are expanding their digital portfolios, often with the support of an experienced marketing agency, equipped with the expertise and tools needed to navigate the complexities of the legal marketing world. 

Already have SEO or PPC investment in place? GREAT, because video marketing can enhance the effectiveness of other established digital efforts even more!

As -Sebastian Verde, Video Editor at Consultwebs, reiterates: “You MUST always ensure you are there and reaching the right audience. And when you mix your other digital marketing efforts with video, use your brand voice, and answer questions. With this, you can build a strong campaign to reach potential clients.”  

Sebastian verde video testimonial

Interested in enhancing your law firm’s caseload growth efforts? We’ve got just the thing for you.

Unlock your law firm growth blueprint in just 3 easy steps.

  1. Take a quick quiz – Start by answering a few simple questions about your firm’s current marketing efforts to reserve your spot for a complimentary blueprint.
  2. Schedule your discovery call- After submission, set up a 15-30 minute conversation with Tanner Jones to dive deep into your business model, unique challenges, and potential areas where marketing can bolster your results.
  3. Receive customized recommendations – Mark your calendar. Within 5 business days of our initial talk, we will have crafted your custom Blueprint for Law Firm Growth.  This isn’t just an overview; it’s a detailed roadmap offering practical, actionable strategies designed specifically for your firm’s success. 

Blueprint journey

 Unlock your FREE custom Blueprint for Law Firm Growth Here!

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