As I've been browsing through hundreds and hundreds of law firm websites, a few facts have stood out to me:
Regarding the third point listed above, here are some ideas of how a law firm can do a much better job at featuring its films in a variety of ways.
This is the most obvious location for your brand film to be featured on your website. Potential clients that visit your website will appreciate the opportunity to get to know you and your firm through your brand film. Many law firms have a very generic image at the very top of the homepage. This is valuable real estate on the site. Replacing that type of image with an emotional brand film, introducing you to potential clients, will help you acquire more clients and cases.
Almost every firm website includes separate URLs for each attorney at the firm. These pages typically include a short text biography about the attorney, some information about the attorney's education and areas of expertise, and a headshot. An attorney profile film on this URL will provide a much more valuable experience to potential clients browsing your site. This film will allow the attorney to connect with the viewer, establish credibility, and gain trust -- all in less than a minute and a half.
While watching a client story film featuring one of your past clients, new perspective clients can relate to the situation they're seeing unfold in this film. Knowing that you were able to help this former client navigate through his or her legal situation will help the perspective client feel comfortable reaching out to you and hiring you.
Law firms should use social media accounts to all potential clients to learn about and connect with the firm. Brand films, attorney biography films, and client story films should be posted to these accounts.
The attorney's personal Facebook account is the most underrated location to post your films. Your friends, neighbors, community and church contacts, relatives, and former classmates will be reminded that you are an attorney, and that you're a good attorney. This will result in more and better referrals coming to your firm.
Your Linked In contacts will be generally be more familiar with your legal experience than your Facebook friends, but posting your films to Linked In will keep your name in their minds as they need to make referrals.
When sending introductory mailers and flyers to clients that need legal representation, add a QR code to allow the potential client to watch your brand film. Assuming the viewer needs to act quickly, the ability to get to know you and your firm through your brand film will help expedite the process of you earning this person's business.
When emailing perspective clients or new clients, Include a link to your brand film. This will help increase the level of comfort and confidence the recipient will have in your and your firm.
When emailing perspective clients or new clients, Include a link to your brand film. This will help increase the level of comfort and confidence the recipient will have in your and your firm.
