No law firm can expect a user to visit YouTube and search for lawyer videos, but there are many reasons why a website video is near critical for your online client development efforts.

In an earlier post about marketing during a recession, I suggested recording short, informative movies and clips about your business. I’ll add to that by recommending you be genuine, passionate and energetic in front of the camera.

Video offers an opportunity to make you more personable and approachable, all of which influence that first client meeting.

Video Makes Your Website Sticky
Since it’s not uncommon for a website visitor to leave almost as soon as they click through to your website (just look at your Bounce Rate on Google Analytics if you don’t believe me), you immediately engage with video and keep them looking longer. So instead of viewing just one page, they’re more than likely to read on once they’ve viewed your video.

Here are some additional thoughts on using website videos to grow your practice:

• Keep videos short. We’re used to consuming content in bite-sized chunks, so try to keep your video under 30 seconds. Of course, if yours is longer, record the most important information first.
• When posting videos on your web pages, make sure to include content within context around the video. Consider posting a transcript as well.
• Now that you’ve recorded one or several videos, create your own YouTube channel and upload. Also use a service like TubeMogul for distribution to several dozen video search engines. Website videos are proven to increase your exposure on search engines. And if you’re listed attorney on Lawyers.com, add your video to your profile.
• Don’t forget a clear, call to action at the end of your video. Viewers should be invited to call or message you for further information about their particular legal needs.

And for those of you wondering where my videos are, stay tuned!

Photo credit by t9t.