The Power of Personality: How Video Drives Leads for Law Firm Websites - millersl


The Power of Personality: How Video Drives Leads for Law Firm Websites

Aug 16, 2012 07:16 PM by
Samantha Miller
Samantha Miller
Vice President of Product Management for Web Visibility Solu Ask a question
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Looking to convert more website visitors to paying clients?

Think video.

Visitors will find their way to your website when they ask questions in search engines. A topical, professional-quality video (or series of videos) will answer their questions and give them a sense of your firm's personality. Here are three ways video benefits your law firm marketing:

  • Social Media Marketing. People like to see people. Adding a video to your social media strategy can increase website traffic and boost your search engine rankings. By leveraging YouTubeTM, you can post the video on your blog, Facebook® and Google+TM pages and draw viewers to it (and your website) via Twitter® and LinkedIn®.

  • Mobile Marketing. Consumers are watching more videos online than ever before, and often on mobile devices. YouTube now exceeds four billion views globally every day. That's up 30 percent in the last eight months and the equivalent of more than half the world's population watching a video every day.

    Further, according to Bytemobile's February 2012 Mobile Analytics Report, online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain wireless networks.  If a visitor to your website-especially a visitor looking at a three-inch smartphone screen-has a choice of scrolling through text or watching a two- to three-minute video, which do you think he'll choose?

  • Search Engine Marketing. A high-quality two- to three-minute video will encourage an otherwise impatient visitor-especially mobile visitors-to stay and check things out. That, in turn, will lower your bounce rate and improve your search engine rankings.

    Here's how it works:  A "bounce" is someone who takes one look at your landing page and leaves quickly. A high bounce rate tells GoogleTM and Yahoo® that visitors aren't finding the information they want and the site's search engine rankings suffer. A low bounce rate, on the other hand, indicates visitors are finding what they want and your search engine ranking improves.

    A video that keeps visitors on your site will obviously lower your bounce rate and improve your search engine rankings.

There are many benefits to making video part of your law firm's online marketing strategy. Work with a provider that understands the business of legal marketing-one that can help you develop videos that have a professional look and sound, with titles and descriptions that are keyword rich, and topics that are fresh and relevant to your practice.

Talk to your local law firm marketing specialist about how you can add engaging video to your firm's website and get a free Website Evaluation.


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