Video is huge, and only getting bigger. In fact, 78% of people watch online videos every week, and 55% view online videos every dayvideo marketing for law firms (HubSpot). In 2023, online video is expected to account for 82.5% of web traffic. If those figures make you want to ramp up your law firm’s video marketing strategy, you’ll want to read the 10 techniques below. In this article, we reveal some of our favorite tips to help you create compelling, inspiring, and actionable online videos for your law firm.

1. Hook the Audience’s Attention in the First 10 Seconds

One-fifth of video viewers click away within the first 10 seconds. That means you only have a precious few moments to capture their attention. Try sparking curiosity right away by asking questions or offering a teaser, or beginning with a statement that immediately conveys the video’s value. 

2. Optimize Videos for SEO

Videos embedded in your law firm’s website can boost your search and SEO rankings, as long as they’re optimized properly. There are lots of things you can do to ensure your website videos are positively affecting your SEO efforts, the first of which is simply hosting it on your own domain. Descriptions are also key since they allow Google’s algorithms to understand what content is in the video. Also, tag them with relevant keywords and make sure to create unique and descriptive titles.

Related: SEO Basics in an Hour Webinar [On-Demand]

3. Ensure Videos are Branded

No matter what type of video your law firm is producing, consistent branding is key. You want people to recognize your firm when they see something you’ve shared. Pick a few branding elements and include them in every single video you put out.

4. Understand Your Audience

You can’t take a broad approach when marketing, or you won’t be effective. Make sure your videos are targeted to a particular niche audience. Do research to determine where your audience watches videos and the immediate challenges they’re trying to solve. 

5. The Video Topic Needs to be Clear

As you can tell from the statistics we listed above, video is everywhere. That means there’s a lot of noise you will be competing with. The title and description need to clearly and immediately convey the topic of your video. Include a very brief synopsis that highlights a few main points.

6. Use Video to Tell a Story

Viewers might forget specific facts you share on your video, but they’re likely to remember anecdotes and personal experiences. Stories help people to break down more complex ideas and concepts. Try sharing case studies, explaining a trend, showing a process, or sharing something inspirational that your firm or staff contributed to.

7. Choose Your Distribution Outlets

To engage your target audience even further, you need to find the right distribution channels to deliver your content. All in all, this means sharing your video content to as many channels as possible. Here are smart ideas you can consider for your law firm’s video marketing strategy:

  • Embed video to your website to increase traffic.
  • Upload your video to YouTube.
  • Share your video on LinkedIn, Twitter, Facebook, and Instagram. Performance across each channel depends on your law firm’s target audience.
  • Embed videos into your marketing emails.

8. Optimize Your Video for Conversions

To get the most out of your video, focus on conversions. All it takes is having a clear call-to-action (CTA) at the end of each video. Your CTA will depend on your objective, whether you want leads, content downloads, or just a dialogue.

9. Analyze Your Video Performance

The best way to build a successful video marketing strategy is to always have a clear method of measurement. Just like all of your social media analytics, you need to track the performance of your videos. It’s important to identify which elements are working and which are not. From there, you can A/B test to boost metrics like engagement rate, view count, play rate, and social sharing.

10. Be Authentic and Personable

Your audience wants to hear from real people. The more you can convey your personality, the more likely viewers are to trust your firm and its staff. Don’t be afraid to speak somewhat conversationally or share information that is humorous or inspirational.

Related: 10 Video Marketing Examples from Lawyers Doing it Right


Online video has become an increasingly important part of an overall digital marketing strategy, and for good reason. When done right, video can help your law firm be found online, strengthen relationships with your audience, and provide credibility that is essential in the legal world.

Do you need help creating compelling videos or putting together a video marketing strategy that strengthens relationships with your future clients? Reach out to us for help.

This post has been edited and republished from Sep. 3, 2020.

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