If you’re not using videos in your online legal marketing strategy, you’re missing out.

Videos are one of the most effective forms of online communication; they can swiftly and easily convey what expertise and services law firms offer, and can effectively pitch the skills of individual lawyers. The combination of sound and visuals allow videos to deliver ideas with more emotional impact and greater authority, and boosts a viewer’s understanding of your service by 74%. Videos also make us accessible; they force attorneys to explain complex legal information simply and quickly, ultimately making us more appealing to potential clients.

Don’t forget the numbers! In 2015, videos made up for 70% of IP traffic. By 2019, 80% of internet traffic will be video. By 2020, a million minutes of video content will cross the internet per second. It’s time for your firm to get on board; create the perfect legal marketing video with these six easy steps.

Set Goals

  • What are you trying to accomplish with your video? Are you merely building up your online legal marketing presence, driving traffic to your website, getting new clients, networking? Be clear and concise with your goals, and determine how you will reach them.
  • Who is your target audience? Come up with a profile for your online legal market; who are your potential clients? Where do they live? How old are they? What are their values? Once you know who your future clients are, you’ll be better equipped to develop a message that will reach them.
  • Keep in mind that your video should strive for popularity, sociability, discoverability, and accessibility.
  • Determine Scope and Scale
  • Evaluate your resources. What sort and amount of means can you pour into this project? What are your limitations? Will you be creating the video in-house or hiring an outside firm? If you have a forgiving budget, or if you already use legal marketing services, we recommend hiring a firm to create a professional video. 

Create a Concept

  • Put together a script and storyboard. Think about it in terms of acts; act one is where your video starts, what’s happening when you open? Act two is the middle, how do you transition to the second portion? How will you lead into the end? Act three is the conclusion, calling your audience to action.
  • Audiences have a notoriously short attention span; you need to hook them within the first eight seconds of your video, and the whole thing should be brief, simple, between 60-90 seconds long. Remember, less is more. Audiences prefer short, easily digestible content.
  • Tell a story. Stories are 22x more memorable than facts, and storytelling lights up the whole brain, activating attention and empathy, which are critical to decision-making. Make your views feel something!
  • Maximize multimedia. Did you know that the human brain processes visuals 60,000 times faster than text? Pair interesting imagery with persuasive narrative to evoke an emotional response from your viewers.
  • Think of your attorneys as characters. A primary goal of legal marketing should be portraying lawyers in the best light. Capture them in action, sell the attorney’s expertise and reachability.
  • Optimize your content with a great title, video description, relevant tags (keywords), and provide a transcript.

Film and Edit

  • Use a high quality camera and ensure you have proper lighting; the room you film in should be well light, and isn’t backlit, otherwise your subjects will appear dark. Clear sound is very important, so use quality microphones and make sure the shooting location is quiet. Encourage your attorneys to speak clearly and loudly.
  • Edit, edit, edit. Editing is a necessity – no one can do a perfect shoot in the first take. Film your acts repeatedly, use only the best clips.


  • Congratulations, you made it! You’ve successfully made your first legal marketing video. Now it’s time to get it out there and bring in clients. Publishing and distributing your video is relatively easy, especially if you already have a strong online presence. Make sure to post and link to your video on the following platforms
    • Your website
    • Youtube
    • Facebook
    • Twitter
    • LinkedIn
    • Instagram
    • Email

Measure Results

  • Measuring results is crucial in online legal marketing, so how will you determine the success or failure of your video? How many views did it get? How many references and links? What distribution efforts were successful? How many new clients came from the video? Use a lead tracking system, or CRM, to trace where your leads come from.