law firm content marketing

15 Tips for Creating Professional-Looking Law Firm Videos

by Talia Schwartz • September 2nd, 2021 • Content Marketing | Blog

Professional-Looking Law Firm VideosVideo is an important part of marketing, and only becoming more so. In fact, the amount of marketers using video has increased by 41% since 2016. However, that doesn’t mean marketers should produce video content just for the sake of it – all videos are not created equal. Your law firm’s videos need to be high quality and professional looking. Here are some of our favorite tips for creating professional-looking law firm videos. 

15 Tips for Creating Professional-Looking Law Firm Videos

1. Have a script

Before you start recording, you need some direction. What is the purpose of your video? What do you want to achieve? Use those answers to guide your script-writing. A script will also help you to time your video and adjust length when necessary. You do want to sound natural though, so try a few different methods (writing a thorough script, memorizing certain parts, or just having a few bullet points to guide you). 

2. Keep your audience in mind

It’s impossible to market properly if you don’t know who you’re trying to reach. Videos that you create should help with at least one marketing goal. To do this, you’ll need to understand who you’re trying to reach, what channels they use, what challenges they’re trying to solve, etc.

3. Invest in the right equipment for clear, crisp audio

The sound portion of your video is just as important as the way it looks. You need clear, crisp audio absent of background noises like traffic. It’s important to use a real microphone and find a quiet place to record. If you do end up with a little background noise you can edit it out after the fact. 

4. Avoid shaky footage with a tripod

It’s easy to tell the difference between a handheld camera and one that is stable. Shaky footage is a clear sign of a low-quality video. Investing in a tripod is one of the easiest things you can do to increase your video’s professionalism. 

5. Consider your on-screen presence

Just like with the background, nothing should be there by accident. Anyone who will be on screen should carefully choose what they’ll wear, where they’ll sit, etc. Practice and then watch it back noting areas to improve. For example, are you fidgeting? Make a point to get more comfortable and stop that habit on screen. If you don’t have any staff that’s comfortable in front of a screen, remember that animated videos are always an option too. 

6. Construct your video background

Everything that will be inside the frame should be considered and nothing should be there by accident. Usually the most professional videos have a clean white background and no distractions. A window, plant, or similar items can add dimension if you don’t want to opt for plain white. 

7. Obey the rule of thirds

A basic film principle for beginners to keep in mind is the rule of thirds. The rule of thirds involves splitting up your shot into thirds, horizontally and vertically, and framing your subject off-center. It creates movement and life in your shot the way a straight-on, centered shot wouldn’t.

8. Try different angles

It’s pretty rare these days to see a video that is one long, uninterrupted shot. That’s because a single shot can be too intense and maybe even boring. Try a mix of mid shots, long shots, shooting from the side, close ups, or “over the shoulder” shots. 

9. Use plenty of light

Lighting makes a huge difference in the quality of a finished professional video, so make it one of your top priorities during filming. If your video isn’t lit properly, that will be immediately apparent to viewers. You can invest in different lighting equipment, but one of the best sources is actually free – the sun! Try to film your videos in a brightly lit room with windows to ensure plenty of natural light. 

10. Be consistent with branding

Whether you’re repurposing webinars or creating live videos, make sure you’re using your firm logo and other branding elements. Bonus points for including a short branded introduction to any video content you produce.

11. Make time for post-production work

A lot of the important work on videos comes after the shoot. Sophisticated and seamless editing can make your video look a lot more professional. There are a lot of free tools out there that are compatible with a variety of devices. This is also the time to add music, and there are plenty of free resources to explore in that area too. 

12. Optimize video text

Keep the style of your text and titles simple, straightforward and sharp. Choose a clear and bold font, keep words on your video screen to a minimum, and use text animations to keep your audience engaged throughout.

13. Include a call to action (CTA)

Direct potential clients to your site, or to the next logical step of a campaign. Tell viewers what you want them to do next. It doesn’t have to feel “salesy”. Some good examples of subtle CTAs include asking a question that people can answer in the comments, directing them to another piece of content, or asking them to connect with you on other social channels.

14. Optimize for search

Promoting your video also needs to be done professionally, and those first impressions can ramp up your credibility. Account for search when you post your video across various platforms. Use keywords in the title and description. Make sure you’ve done keyword research and are using the correct phrases for search engine optimization (SEO). 

15. Promote your videos everywhere

We mentioned that video is getting more important, and most law firms realize this. That means there’s more competition and more noise. Make sure you make the most of your video by leveraging social media, your email database, video channels, and even paid search. Make sure you’ve added share buttons to your video to make it easy for others to promote too, and encourage staff to share as well. 

Related: 10 Video Marketing Examples from Lawyers Doing it Right


The video marketing landscape is becoming more competitive. That means it’s more important than ever to stand out from the crowd. The best way to do that as a law firm is by creating compelling, professional-looking videos that can capture and keep attention. Start by keeping each of these tactics in mind as you produce videos. 

If you need a little extra help or aren’t able to commit the time for high-quality videos, you may be better off working with a partner. Whether you need a fully produced video from start to finish, or if you just want help to edit the video you took on your phone, we can help! Contact us today for a complimentary consultation.


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