Written by Peter Boyd, the Florida attorney who founded paper street. He has helped over 1,500 law firms with their websites, content, and marketing.
Law firms have been slow to take advantage of opportunities through video. While the hatred for certain platforms like TikTok is understandable, law firms are remiss in ignoring the advantage of this type of media. If TikTok is too modern or not your style (and won’t be right for many law firms), there is another way to take advantage of the potential and opportunity that good video offers: explainer videos.
Law firms and legal marketers who investigate the process of developing and using explainer videos will find it easier to achieve success if they have an idea of what to expect.
Understand what a demo video is – and what it isn’t
Several law firms that my team and I work with have begun incorporating videos into their websites in which a lead attorney explains the answer to a legal question. This is not an explanatory video.
Explanatory videos describe the company’s business and the unique benefits it can offer potential clients. Sometimes they answer a question directly or explain a process. It is made via animation and doesn’t show any actual human faces, only graphics and animations.
A good explanatory video is engaging and interesting, as it immediately grabs the viewer’s attention so that they are drawn to learn how to solve problems. Since viewers are often impatient and put up with the time, the explainer video should be short. While they can be up to three minutes in length, the most effective explainer videos often last a little more than a minute.
Why animation is often the best choice for an explainer video
Research has shown that in certain cases, viewers respond positively to human faces in advertisements. However, for many reasons, the best explainer videos for law firms rely primarily or entirely on animation to communicate the idea. why?
Animations distinguish a good explainer video from traditional legal ads on TV, where lawyers promote their merchandise like carnival barkers in the middle of a busy roadway or customers like zombies plaster fake smiles to express their gratitude.
In addition, it can be much easier to convey a complex concept using animation. Combining pictures and words often makes a message more memorable. Instead of telling potential customers about the benefits the company can provide, a video with animated graphics can illustrate the possibilities.
Finally, animation videos can be created without much of the expense associated with traditional video production. An experienced producer can make a custom video for a law firm for a fraction of the cost of other types of videos.
What do you expect from the creation process?
Marketing firms often create the art, storyboard, audio, and text for an explanatory video for a law firm. They record the video and adjust everything so that the scene and sound fulfill their purpose and polish the final product to professional standards. A marketing firm can create an explanatory video concept for a law firm. However, someone who understands the law firm well must be willing to collaborate on some key aspects of video creation.
Effective marketing messages are both a problem and a way to solve this problem. The law firm understands their clients’ problems better than anyone, so someone in the firm must be willing to provide input that can be used to ascertain the underlying issues that need to be addressed in the video. Lawyers or client assistants from the firm know what clients fear and what confuses them. These ghosts must be raised and then defeated in the video.
Why is it worth the effort to create a explainer video for a law firm
Many lawyers do not see the need to create an explanatory video because they assume that everyone knows what the lawyer is doing. Nothing could be further from the truth.
While potential clients may have a vague idea that they should have a “lawyer,” most don’t understand the specific benefits a lawyer can provide and why legal services are a good investment. They also often do not understand how to choose the right attorney for their situation.
An explanatory video can show how legal representation can solve their problems and why a particular company is ideal for their needs, and it does so in a medium they already use, via a method that won’t automatically lead them to think “advertising”. With the right setup, an explainer video can convey this message quickly and memorably — and that’s the best kind of marketing.
All law firms should consider developing an explanatory video
Is a picture worth thousands of words? Not always, but often enough. If a law firm creates an explanatory video using live, memorable graphics, these shots may be more effective in sharing their message to potential clients than anything else on their website.
At a minimum, the presence of the video on the company’s home page can significantly increase site traffic. Some statistics indicate that a company is more than 50 times more likely to rank on the first page of a Google search if there is a video on the landing page. This means that it is worthwhile for any company looking for potential customers to at least consider creating an explanatory video.