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Start a Conversation with GAVLWhen we think about law firm videos, the first idea that may pop into your head is a commercial like you’d see on TV for a personal injury lawyer. While commercials are certainly one type of video commonly used for law firm and lawyer marketing, there are a wide variety of types of videos that all have very specific and potentially impactful marketing purposes. At GAVL, we specialize in cinematic-quality videos that excel in the area of storytelling. We utilize the different types of videos to let potential clients take a peek at the story behind your firm and what makes you stand out over all the other law firms out there before they even contact you. That’s powerful stuff.
Let’s dive into the types of videos that are the most impactful and therefore valuable for marketing purposes:
The Brand Video
This is the big one, especially when it comes to storytelling potential. When you visit the websites for most large law firms, you’ll often see a video playing right at the top section of the page we refer to as the hero section. Often, that same video is linked to watch in its entirety. You can view one of our client’s videos in action on McCoy & Hiestand, PLC’s website.
Brand videos are often the single most valuable video a law firm can have created because brand videos give an overview of your firm that’s simply meant to impress. One simple, professionally-crafted video can let viewers know the following:
- Who the faces of your firm are
- What drives your attorneys to fight every day
- What your firm’s values are
- What the story behind your firm is
- How successful your firm is
- How down-to-earth your firm is
- How much your staff cares
- How trustworthy your firm is
- What your office looks like
- What your local community looks like
Video is a powerful tool to deploy all of these messages because of the unique way that visuals, spoken words, music, and dramatic effects blend within a well-crafted video. In a society that’s often quick to judge and rapid to make first impressions, your brand video tells, and more importantly, shows, folks exactly what makes your firm and its lawyers stand out in as short amount of time possible. An expert video team like GAVL’s will know what video footage will showcase your firm best and what dialogue and story best frames that footage. The editing process of creating a brand video is where all the magic happens and everything is crafted together to create your unique story.
Client Testimonials
Just like standard written reviews that appear on your website and Google Business Profile, client testimonial videos can have incredible influencing power when it comes to potential clients choosing one law firm over another. We’ve all experienced that moment where we decide to make a purchase or pick a certain restaurant based on one or multiple reviews that just come off as completely honest, genuine, and sway us from considering other alternatives. Video reviews can be even more powerful, especially in an industry where clients are often going through the worst times of their lives when they make the decision to hire a lawyer.
Given the close nature of many client-attorney relationships and the emotional journey that often accompanies a difficult case, these videos can tell a story that written words simply can’t hold up to.
Attorney Bio Videos
Showing the faces and personalities of your attorneys can have a big impact on someone looking to hire a lawyer who’s understanding and compassionate. Attorney bio videos are excellent to feature on your firm website’s biography pages and can additionally be used as assets on social media and elsewhere to show off your lawyers and let them share their individual stories and insights. Some of our examples can be found on Thomas Law Office’s website.
The great thing about attorney videos is that no two are ever the same in an industry where attorney pages and biographies often start to all blend together and look the same. Some lawyers share their story about why they decided to go into law while others decide to highlight cases that had a profound impact on them or talk about what sets their law firm apart from others. These individual stories add to your firm’s overall story and help bridge that gap between an unknown name to a trustworthy face.
Practice Area Videos
Your firm website’s practice area pages are the meat and potatoes that make up the very foundation of your SEO efforts. To help make them stand out and give viewers an opportunity to learn more about your firm, its history, and its attorneys, an experienced video team can create videos for those pages that not only cover the major areas of practice, but talk about specific cases and case results and answer commonly-asked questions. Videos like this can break up walls of text on a page and even have a positive impact on SEO while once again placing some faces and personality behind the word salad.
Practice area page videos can be a great way to help explain complex cases and help make these areas of law more approachable. They can also be an ideal way to discuss practice areas that your firm specializes in or that your attorneys have a special interest in.
Paid Ad Videos
Video is quickly becoming a massive part of paid advertising due to how much time we all spend watching videos online on our computers and phones. Legal paid video ads can be used on popular video platforms like YouTube as well as on streaming services and those connected to live television. Video ads also often do exceptionally well on social media platforms like Facebook and LinkedIn simply due to how engaging videos are compared to mere words by themselves. Again, placing the faces behind a law firm name makes that firm more memorable and approachable. These are two qualities that help paid ads have a powerful impact on and reach potential clients.
Research has additionally been shown that when someone views a video ad for a business or service they are not in direct need of at that time (like a lawyer), if the ad has a positive impact on them, they have a greater chance of remembering that business name or the ad itself when they do find themselves in need of legal services.
GAVL Can Tell Your Story
Videos are powerful because they resonate with us emotionally on multiple sensory levels. When you work with an experienced video team like GAVL’s that specializes in the legal industry, you’ll realize just how powerful the impact these videos can have when you see your completed video for the first time. Other videos that are often used by attorneys include FAQ videos, television commercials, video shorts, and more.
For more examples of the video work that GAVL’s video team has created, you can take a look at our video portfolio. When you choose to work with our exceptional team team, we’ll help you decide what videos are best for the needs of your firm and find the perfect mix of narrative storytelling, eye-capturing visuals and action, sound design, and music to showcase your firm in the best way possible. Let your firm’s story shine. Reach out to us to learn more.