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Getting Potential Clients to Watch Your Video

David Wodnicki — Tue, 11 Jun 2013 15:22:40 GMT

When potential clients view videos of attorneys, it can create a powerful connection like nothing else on a law firm website. But even an Oscar-worthy video won't help, if viewers don't bother to actually launch it. So, how can you get them to watch? Here are a few ideas.

1. Make them worth watching
You don't need to hire Martin Scorsese to direct your attorney-profile video, but you don't want a video that looks and sounds cheap. Fortunately, digital equipment has become so inexpensive that you don't have to spend tens of thousands of dollars to hire someone to create simple, effective videos.

The videos also don't need to be long. Potential clients aren't looking for a law-school lecture or a bragging session. They just want to get a sense of who you are as an attorney and why they may want to talk to you about their case.

2. Make the videos easy to find
Feedback from the LexisNexis^®Martindale-Hubbell^® 2013 Law Firm Website Conversion Study points to the success of putting videos on the home page. You want to be careful about how you use this valuable real estate, but creating links here can pay off in a big way by encouraging people to watch them.

3. Optimize videos for desktop and smartphone viewing
Consumers who go online to look at law firm websites are most likely to use laptops and desktops, according to the Attorney Selection Research Study by The Research Intelligence Group (TRiG). However, more than one-fifth of potential clients accessed online resources with their smartphones. You want to make sure computer and smartphone users alike can easily view your videos.

4. Be sure to comply with all your jurisdiction's ethics laws
But you knew that, of course.

Want to learn more about creating and leveraging effective videos? Contact a LexisNexis Law Firm Marketing Specialist.

How Video Can Turn Your Website into a Star—or a Superstar

David Wodnicki — Thu, 16 May 2013 16:29:11 GMT

Random trivia question: What was the first-ever video to appear on MTV when it debuted on Aug. 1, 1981? Answer: "Video Killed the Radio Star," by The Buggles.

Some may admit to having seen it when it debuted, and others may have just caught random snatches of the song in movies or on the (yes) radio. But since that song was first recorded way back in the late '70s, the power of video has only grown. That power extends to the Internet, but its goes far beyond adorable kitten videos and viral dance crazes on YouTube.

The use of video on retail websites can increase sales by up to 20 percent, according to a report by GravityLab. And despite what some lawyers may think, law firm websites aren't so very different.

LexisNexis Martindale-Hubbell researched this topic in its 2013 Law Firm Website Conversion Study, which focused in part on consumers who viewed videos of attorneys on law firm websites. (See a webinar based upon results from the study.) The study showed that consumers often developed more personal impressions of the firm and its attorneys after viewing videos. Seeing and hearing attorneys communicate through a video can be far more effective than text and pictures alone.

As one study participant noted, "Listening to an attorney talk about their background [in a video] could make a big difference. You can see how sincere they are, or how much enthusiasm they have."

The challenge lies in convincing consumers to actually click on those videos, rather than just fly right on by to another page or the website of a different firm. I'll talk more about that in my next blog post. But in the meantime, if you want to learn more about the power of video on your website, contact a LexisNexis Law Firm Marketing Specialist.

Your Website, Yourself — Making Your Online Presence a True Reflection of Your Firm [part 3 of 3]

David Wodnicki — Fri, 29 Mar 2013 14:03:08 GMT

This is the third part of a three-part blog post about whether your website accurately reflects your firm practice. Check out my earlier posts about creating a website that mirrors your office and whether potential clients can trust you based upon their first impressions of your website.

When you ask people to evaluate your website, they will probably either tell you that your website is awesome or terrible, depending on whether they created your website or are trying to sell you a new one. You could ask your family, but do you really expect honest feedback from your mother (who is terribly proud of you) or your too-cool 14-year-old nephew (who doesn't like anything that anyone older than 21 does)?

So how do you get an honest, useful critique? You need to find someone who can give you unbiased advice about the look and feel of your website.

Some of the options include:

Professional organizations. If you participate in a local bar association or business organization, you can pick the brains of folks you know. Ask them to take a few minutes to check out your site to see what they think. Be sure to offer to take them to dinner and offer to do the same for their site!
Referrals from peers. Scout around to see what your competitors are doing. If you come across the site of a firm you like, see if the attorneys there can recommend their webmaster.
Clients. Spend a minute or two asking clients if they would be willing to offer their opinion about your website. It would be helpful to know if they became clients in part because of, or despite of, your online presence.

What to Do with That Information

As Will Smith's character Agent J said in "Men in Black 3," "Don't ask questions you don't wanna know the answer to." Once you start in on the process, be prepared to follow through. This means you may have to put aside your emotions and pride before you can act on the suggestions you receive.

But you also don't need to take every piece of advice wholesale. Before you dive into a website redesign, make sure any changes you make are consistent with your overall messaging and goals.

At LexisNexis, we can help, too. To get a free Website Evaluation and Consultation, contact a LexisNexis Law Firm Marketing Specialist.

Your Website, Yourself — Making Your Online Presence a True Reflection of Your Firm [part 2 of 3]

David Wodnicki — Thu, 21 Mar 2013 18:30:17 GMT

In my last blog post, I talked about your website as a reflection of your practice. Here, I'll offer some insights into the messages your website is sending to potential clients. In the third part, I'll talk about trusted sources who can help you judge whether your website is sending the messages you want it to.

Most lawyers don't spend their spare time as website developers or webmasters. So you may not have the best perspective on your own website. Even if your website has the right "look," it may not convey the right message you are trying to send about your practice, your achievements and your style as a lawyer.

At the end of the day, you want a website that will help convince clients and would-be clients that you can help them with their legal issues. At least, you want a website that will encourage them to contact you. After all, how can someone who won't even meet with you then hire you? Can prospective clients trust you enough to want to meet with you solely based upon your website?

Let's face it, when you look at many law firm websites, they feature the exact same trio of images: the scales of justice, an old-fashioned court house and a city skyline. Nice, but basically meaningless. Clients know that you are a lawyer, and they don't need to see the scales of justice to tell them that. These kinds of images don't convey anything about you, your experience and your practice. Some people only need to hire a lawyer once in their lives — and when they Google your firm, you want to give them a reason to be their first choice.

In order to set yourself apart from all other lawyers out there, you need to show clients something about you. It could be as easy as putting up a picture of yourself and the other lawyers in the firm on your website.

We can also help with a free Website Evaluation and Consultation. Click here to contact a LexisNexis Law Firm Marketing Specialist to get started.

Your Website, Yourself — Making Your Online Presence a True Reflection of Your Firm [part 1 of 3]

David Wodnicki — Thu, 07 Mar 2013 16:53:01 GMT

What kind of lawyer are you? Beyond the obvious answer about what area of law you focus on, that is. You've probably spent a lot of time thinking about your reputation, what differentiates you from your competitors and what really resonates with you when representing clients. This kind of thing matters deeply to you and to your clients. You want clients who walk through the door and meet you to immediately get a sense of you and how you do things.

You've also probably spent a lot of time thinking about your website, and think you've done a pretty good job with it. And you're probably right — it's not a bad site. But does it reflect your firm and practice the same way your offices do? Or is it so safe, so inoffensive, so generic that it could be mistaken for dozens of other law firm websites, whether those belong to your competitor down the street or across the country?

Or, to think of it another way, when potential clients receive a recommendation for you and your firm, what will they learn or assume about you when they first visit your website? You want clients and potential clients to get the same impression from your website as they do from your physical offices.

This is the kind of question we can't answer in one blog posting, so stay tuned for upcoming posts, when we'll talk about whether prospective clients believe they can trust you based upon your website, and who can give an honest evaluation of your website.

If you can't wait 'til then, contact a LexisNexis Law Firm Marketing Specialist to get a free Website Evaluation and Consultation.

Any Any.. 5… $5 dollar hosting (Title works best if you hum the subway commercial song)

David Wodnicki — Mon, 06 Aug 2012 18:46:00 GMT

Met with Lawyer 1721 today. This is a prominent insurance defense firm in NYC. I’m not a real estate broker, but from the size of their office, I’m guessing they are spending approx 30,000/ month on rent. But I could be off by 10 or 20 thousand. I was thinking, maybe I should be a real estate agent; I have been watching a lot of million dollar listing lately on Bravo and that guy Frederick, he makes a lot of money.. But I digress…

So why am I bringing this up? 1721 wanted to meet with me because they can’t access their current website. They are locked out; can’t make any updates, changes etc.

Here is the fun conversation that ensued:

With all my years of sales training, I asked them the following powerful thought provoking question:

Me: “Why are you locked out?”

Lawyer 1721: “We are using a company called $5 hosting to host and manage our website and they are not responding to our inquiries.”

Sarcastic Me: “So you bought your website for the same cost as a Footlong?”

Lawyer 1721: “Yes, I guess you can say that.”

Me: “And you didn’t want pickles, you would like to have some more meat and some provolone, and the option for some mustard right?”

Not happy Lawyer 1721: “Are we still talking about websites here?”

In my profession, they say that your website is your virtual office.

I’m not suggesting that this firm should spend $30,000/month on their website, but it should be in proportion, and not ten thousandth of a percent of their retail office spend.

By the way; the firm is still eating their same sandwich. They didn’t opt for roast beef, and you can forget about the steak.

I loathe the phrase you get what you pay for: but here are some other helpful hints and guidelines about future acquisitions that may help some folks out.

Men’s suit: don’t buy one for $3

Car with 4 wheels: Don’t buy one for $400

House: Don’t buy one for $28,000 (unless you are in Detroit, sorry Detroit, but its true)

Facebook, Twitter, Linkedin and Urban Spoon

David Wodnicki — Mon, 06 Aug 2012 17:27:00 GMT

My Child arrived just the other day.

He signed up for AOL in the usual way.

Before he knew it, it had went away.

Signed up for Myspace the very next day.

And he was friendstering before I knew it, and as he grew..

He’d say, “Im gonna be connected like you Dad.

You know I’m gonna be like you.”

Facebook, Twitter, Linkedin and Urban Spoon.

Little boy knew he had to get on soon.

When you going to friend me Dad?

I don’t know when, but we’ll get together then son.

You know we’ll be connected then.

My son turned ten just the other day.

He said, “Thanks for the Iphone, Dad, come on let’s play.

Can you teach me these apps,” I said, Not today”

“I’m trying to be a social rockstar,” he said, “That’s ok.”

And he walked away with his phone in his hand.

And said, “Im gonna rock like him, yeah!”

“You know I’m gonna be like him.”

Well, he came home with a website just the other day.

It look like the others I just had to say.

“Did you optimize it, can you sit for a while?”

He shook his head and said with a smile.

“What I’d really like, Dad, is to be visible you see?

Can you drive that traffic please?”

Facebook, Twitter, Linkedin and Urban Spoon.

Little boy knew he had to get on soon.

When you going to friend me Dad?

I don’t know when, but we’ll get together then son.

You know we’ll be connected then.

Need to be more social, make a blog right away.

I skyped him up just the other day.

I said, “Your website is coming up everytime.”

He said, “Thank you, Dad, I’m always top of mind.

You see my company has grown all thanks to you.

You’ve taught me to be a social rockstar like you, Dad.

It’s been amazing learning from you.”

And as I disconnected skype it occured to me.

He’d grown up just like me.

My boy was a social rockstar like me.

Facebook, Twitter, Linkedin and Urban Spoon.

Little boy knew he had to get on soon.

When you going to friend me Dad?

I don’t know when, but we’ll get together then son.

You know we’ll be connected then.