1. Static websites are out.
In case you haven’t noticed, websites that do not interact with a viewer quickly lose the attention of someone searching for an attorney. Unless you can immediately provide a viewer with the information they are looking for, they will go elsewhere.
2. Yellow Pages are out.
If you still haven’t figured it out yet, the Yellow Pages has long been out of favor as Web 2.0 and social networking have consumed the online world. Most people today go online to look for information, and there are fewer and fewer people still using the antique yellow pages to find an attorney.
3. Lawyer directories are long gone.
Five years ago, lawyer directories were used to scam lawyers into giving up their hard earned money so they could sit on a list with 8000 other lawyers. The problem was that no website viewer was able to distinguish one lawyer from any other. You were just another name on a list that proved useless.
4. Static blogs are not interactive.
Most attorney blogs are not interactive. They tend to shout at you instead of educating you. An attorney blog that does not have video fails to utilize the best tool online to interact with a website viewer. Viewers want to be able to interact with you, and really do not want to see pictures of buildings or cityscapes or courthouses.
5. Video allows a viewer to see you.
Photographs are nice, but video is so much better. A viewer can see you. They can watch you talk. They can watch your expression. They can see how you dress. They can see the office you’re in. They can learn a lot about you after watching only a few moments of video.
Think about it this way: when you are purchasing an item online don’t you want to see what it is you’re going to get before you make that purchase? If you’ve never held that product in your hand, aren’t you more inclined to buy the product if you see a video about it or someone talking about the product?
6. Video allows the viewer to hear you.
There is no substitute for allowing a viewer to hear you. Podcasts are great, but most people are not going to download your audio podcast if they don’t know you. By combining both audio and video you create the best of both worlds. Video gives the viewer a preview of how you sound and what they will hear if they pick up the phone to call you or make an appointment to come in and see you.
7. Video allows a viewer to see how confident you are.
If you are knowledgeable, you will come across as confident. A video will portray you as being an expert in your field. A viewer is much more likely to call someone that they perceive as an expert compared to someone who has very little experience handling their particular legal problem. Video is the best way to achieve this before a viewer ever comes into your office.
8. Video allows a viewer to begin to trust you before they ever pick up the phone to call you.
How do you develop trust with someone you have never met before? With video. By explaining to a viewer who you are, what you do and how you can help solve their problem, you come across as the “go to person” for a website viewer.
9. Video allows you to begin a conversation that allows the viewer to raise their hand and ask for more information.
The goal of creating an attorney video is not to sell your legal services. Instead, it is to educate a potential client and engage them in a line of thought that will compel them to pick up the phone and call you. 99.9% of attorneys fail to recognize this important point.
Think back to the last time you went to a car showroom to buy a car. Did the salesman try and sell you a car, or did the salesman try to educate you about the car he was selling?
If you come across as a salesman, no one will pick up the phone to call you. Educate a viewer, and you are much more likely to get that telephone call than your competitor.
10. Video is interactive.
A video is the next best thing to being there. Admittedly, it is a one way interaction. Short of having a two way video conversation, video allows you to interact with your viewer in their private space and during their private time. Create a video one time, and have it watched by thousands.
Lawyers who fail to take advantage of creating attorney video lose the opportunity to be ranked highly in the video search engines, and lose the opportunity for potential clients who are searching for lawyers online to find you. Don’t get lost in all the social networking hype about what lawyers must do in order to properly market themselves in today’s economy. Instead, focus on the information you can provide to potential consumers using the best tool currently available: Video.
Gerry Oginski is a New York medical malpractice and personal injury trial lawyer, and has produced and created more than 400 videos to market his solo law firm. He is the only medical malpractice lawyer in the country who is an experienced video producer who helps lawyers create online video to market their law firms. He is a noted author, speaker, video producer and Founder of the Lawyers Video Studio,