Video content is an effective way to connect with potential clients online, and consumers across many industries are responding positively to video content. A compelling marketing video can boost conversion rates for your firm by directly addressing your potential clients’ pain points and highlighting how you can help them with their legal issue. Marketing videos can also be repurposed on your social media pages to reach a broader audience and drive more traffic to your website. But at what point does video content begin to hurt your website’s functionality and conversion capability?
Read on for the pros and cons of using video content on your website and how to know when your website may be suffering from too much video.
Pros of video content for your firm’s website
Telling your brand story
More attorneys are using videos on their website “About the Firm” pages, practice area pages, and attorney bios to visually communicate their brand personality. These provide a humanistic quality to your firm that helps potential clients connect with you emotionally. A high-quality video can positively affect the perception of your brand and help potential clients understand who you are and how you can help them with their legal issues.
Quick and easy content creation
Many attorneys are using video content to attract more potential clients to their website. Through video blogging, you can harness an accessible and affordable marketing outlet that helps you quickly engage with potential clients.
Most attorneys already have everything they need to make high-quality video blogs, making it a low stakes content creation idea. With a smartphone and a few talking points, you can record videos for your website and social media pages. You can also create client video testimonials or case result videos for more ways to quickly build trust with potential clients. These videos are supplemental and can complement your written content. However, make note that it cannot replace your written content. Your website’s written content is still the foundation of your website’s success on search engines.
Provides added visual interest
Adding relevant videos to select pages on your law firm’s website can enhance your web visitors’ experience by engaging them visually and keep visitors on your website for longer. Successful law firm websites educate potential clients on the legal issues they are facing and help guide them to a call to action. For many consumers, videos help to convey information more effectively because it’s often easy and fast to consume. Video also helps you to explain complex legal concepts in an efficient and entertaining way that can reach a broader audience.
Cons of video content for your firm’s website
Can be costly if recorded professionally
While self-recorded and self-edited videos are great for video blogging, a low-quality marketing video that represents your firm can cheapen your brand personality. This prompts many attorneys to invest in professionally produced marketing videos for their websites that may not always be worth the high price tag. In contrast, when self-producing content, achieving a high-quality marketing video is likely to require a significant investment in time and money.
Potential problems for website design
When used in moderation, video content has the potential to enhance your website’s written content and effectively engage your website visitors. However, video content can work against your website design and negatively impact your conversion capacity if used incorrectly.
Too many videos on a single page can greatly increase your page load speed, one of the major causes of visitor bounce rates. Videos can also be distracting to your potential clients if they don’t match the focus or function of a web page. If a video is on autoplay, this may be irritating to a web visitor and prompt them to leave the website entirely. In these instances, video content doesn’t serve potential clients and doesn’t help you to convert more business.
Hard to update and edit
Video content is easily dated by visual elements such as the setting, season, clothing, and other factors that can make it less relevant over time. In addition, it’s not always possible to repurpose video content that has outdated facts or statistics as editing this content may be difficult or impossible. The upkeep of your video content ultimately has the potential to be costly and time consuming if you do not intend to regularly record new content.
While there may not be a single video content solution that fits the needs of every practice, all lawyers can benefit from incorporating video on their website. Video content can be a powerful marketing tool for attorneys to attract potential clients and keep them on your website for longer. With the right tools and best practices, attorneys can engage with potential clients more quickly and effectively through video.