How to Establish Your Digital Presence in an Increasingly Crowded Market Place

Why Word of Mouth Doesn’t Cut It

Old school professionals are still under the impression that word of mouth is the best form of marketing. Unfortunately, this is no longer the case–especially when it comes to building a law firm. 

While referrals do produce leads, social proof can only get you so far. In order to be successful, your firm needs a web presence. Here’s why: 

Everything Is on the Internet 

Your prospective clients aren’t thumbing through a phone book, they’re Googling your name or the name of your firm. If you’ve done your research and know a thing or two about search engine optimization (SEO), then your website should come up on the first page of their search. If it’s not, you’ve got a serious problem. 

According to Moz, the top result on Google has a 33 percent chance of getting clicked. This means, if your site isn’t showing up on page No. 1, you’re missing out. What’s more? More than 75 percent of people won’t click on the second page of search results. 

SEO, for those of you who may not know, is the process of building and managing your site in a way that will positively affect its ranking in the SERPs (search engine results page) for particular search terms. There are several ways to boost your site’s SEO, including but not limited to optimizing your site’s meta description and image alt-tags, improving your page loading speed, obtaining backlinks, and linking to relevant (authoritative) sites. Want a quick and easy way to see how your site is doing? Consider downloading an SEO plugin like Yoast SEO

SEO Is Constantly Evolving 

Nowadays, simply creating a website isn’t going to cut it. SEO is a never-ending process that requires updating and improving content. This is where the phrase “Content is King” comes from. Content runs the internet and includes everything from images to text to video to audio clips. 

Look at it this way. Your law firm probably focuses on one to two areas of law that can be broken down into a sub-area of practice. For example, if you’re a personal injury firm, you most likely handle motor vehicle accidents. This can include truck accidents, car accidents, motorcycle accidents, bike accidents, and pedestrian accidents. Each one of these “sub-areas” should have its very own page. Each page should contain a minimum of 300 words and include relevant keywords. By having a separate page for each sub-area, your readers will know exactly how your firm can help in their specific case. 

If you’re at a loss for words, another great way to get through to your readers is to create “I need” content in the form of a video. “I need” content focuses on answering your readers’ questions. To do this correctly, you’ll need to create an FAQ page on your site. On that page, list out common questions readers may have about your practice (i.e. What’s included in personal injury?, What qualifies as personal injury?, etc.) Each question should link to its own page that includes an explainer video and a video transcription. This way, your site will rank for both text and video content. 

Video Builds Trust 

Over the past few years, video content has become an essential part of any successful marketing strategy. This is because video content is engaging and easy to consume on the go. Video is becoming so crucial, that experts predict more than 80 percent of consumer traffic will be video by 2021.  

Video content isn’t just a way to rank, it’s a way to connect with your audience on a personal level. Addressing your audiences’ questions in a video format builds trust. This is because video allows your viewers to get a feel for who you are, both personally and professionally. Unsure of where to start? We can help. 

THELAW.TV produces effective marketing videos for law firms. We’ve produced more videos for law firms than any other company in the nation–that’s more than 200,000 videos. Choose from Video FAQs, like the ones we mentioned in this blog post, or Video Blogs. Either way, we’ll help you communicate a story to your prospective clients. 

We’ve been working with top law firms for more than a decade. Instead of letting you flail in the wind, we provide firms with the most searched questions for their practice area, open and closing graphics. Unlike other legal video companies, we strive to help your viewers. They’re on the lookout for legal help, not a documentary–and our videos are designed to do just that. 

Why Building Trust is Foundational To Client Relationships

Creating Connections Digitally

One of the most powerful tools a lawyer can use to grow their brand, voice their message, and gain client trust is video marketing. Thanks to the internet, traditional marketing isn’t just pamphlets, brochures, and posters anymore. Modern marketing has opened the gateway to education via something that’s affordable, accessible, and interactive: Video.

The only issue? The way we find and consume information has evolved so much that it’s hard to distinguish what’s real and what isn’t. In a world where everything is digital, how can we establish trust with our viewers? Fortunately, the answer is simple. Read on to see how implementing video into your brand strategy can help you book new clients before they even step foot into your office. 

A good reputation just won’t cut it.

A few years ago, attorneys could get by with a good reputation. Nowadays, though, word-of-mouth just isn’t enough. Thanks to Google, it’s easier than ever to find out everything you need to know about any person or business. 

What are these Googlers looking for? Authenticity and credibility. Your viewers want to know if they can trust you and whether you’re good at what you do–this is why content is so important. 

Content is king. 

We’ve heard the phrase “Content is king” for years. But what does that really mean? Today, it isn’t just about what’s on the page–it’s about how you present it. Think about it: We as consumers get our news through Twitter notifications, Facebook, Apple news alerts, etc. Sure, content is king. But, if it doesn’t work on the platforms your viewers are using, what’s the point?

The unfortunate reality is that fewer and fewer people are reading. Why? Because we’re inundated with information. When it comes to watching a short clip or skimming through pages of hard-to-read type, which option do you think your viewer is going to choose? 

Three words: Knowledge, comfort, and experience. 

Reaching your audience is as easy as creating “I need” content–AKA content that answers a question. For example, your firm could create a short video titled “How Do I Choose a Divorce Lawyer?” or “Can a Lawyer Help Me With My Home Closing?” By answering a question, you’re already on your viewers’ good side. 

Video gives your audience a feeling for who you are as a person and a professional. If your site or video content sounds like a commercial, you’re going to lose any chance of gaining that client’s trust. Remember, those potential clients are interested in how you can help them, but more importantly, whether or not you’re qualified to do so based on your experience and educational background. 

Knowledge, comfort, and experience equate to trust. Fortunately, video can help you convince your audience that you have all three. Why? Because emotion moves us and video gives users the best possible view of you. 

That’s where we come in. THELAW.TV produces effective marketing videos for law firms. We’ve produced more videos for law firms than any other company in the nation–that’s more than 200,000 videos. Choose from Video FAQs, like the ones we mentioned in this blog post, or Video Blogs. Either way, we’ll help you communicate a story to your prospective clients. 

We’ve been working with top law firms for more than a decade. Instead of letting you flail in the wind, we provide firms with the most searched questions for their practice area, open and closing graphics, and the videos are for you to share on YouTube which allows you to capture an even greater share of the market. Unlike other legal video companies, we strive to help your viewers. They’re on the lookout for legal help, not a documentary–and our videos are designed to do just that.