Law firm video on websites : Immediately irrelevant
Immediate irrelevance. That's an accurate description of 90% plus of the video's law firms will run on their websites.
And that's not my characterization of law firm video. This from a marketing technology person at one of the largest firms in the country commenting on the mounting evidence that blogging really does work (nice coincidence).
As pressures increase, whether from competition or clients, the need to differentiate and offer value to clients becomes important. Rather than spending $75K on a video for your Web site, try a professional blog. Not only is it substantially less expensive, with one post per week it offers continuing relevancy.
A couple months ago Martindale-Hubbell and their public relations company, Ogilvy PR, announced Martindale's new video on law firm websites service saying in part:
Lawyers are increasingly embracing new ways to differentiate themselves and attract new business while consumers and small business professionals are eager to learn more about a lawyer or firm's philosophy and demeanor prior to hiring the firm.
Take a look at the video on this law firm website (believe its one of the Martindale ones). Does anyone really think a video of lawyers standing around talking at each other, a framed certificate of admission to the Supreme Court, what looks to be an yellow page ad, and some newspaper headlines is going to incent clients to call them?
Martindale is not alone in selling this type of video as 'Web 2.0' technology that law firms are ready for. Look at the video on this law firm website. The theory is that paying a few grand for a video of lawyers talking about the things they do in front of courthouse pillars gets people to stay on the website longer than another website that does not include video.
So what? People staying to watch a TV ad on the Internet. What's the value to prospective clients and people looking for legal information?
Video yes. But let's offer something of value. How about lawyers answering legal questions in their niche? What about doing that on a weekly basis? That's value. That's a real differentiator - lawyers showing they care by taking the time to help people for free.
Those type of video's will also have a viral marketing effect being talked about online, passed to friends, and even displayed on other websites and blogs if archived at YouTube.
It looks like some of the examples you have linked to have already been pulled.
I think Hull & Hull, an estates firm here in Ontario, is getting close to effective video use with their Hull & Hull TV, which supplements their blog and podcasts: http://www.hullandhull.com/ . The newest edition is video of their breakfast series. They tend to target other law firms in addition to clients and potential clients.
Thanks for the post, Kevin. You're point is right on target: if someone chooses to implement video (or any other social application for that matter), make sure to do it right!
Video, in and of itself, is offers intangible value to communications. Video > Audio > Words. The manner in which it is produced and implemented makes all the difference. Take the "law TV" Connie mentions. It speaks to current issues and forms a knowledge basis for future reference. I love that it's given away freely.
I agree completely. There is an ad even running on the radio in our area called "Your Legal Minute" and they basically give 60 seconds of free advice. And it always catches my attention. At the end they briefly say their company. But it is non abrasive and very informative.
I also produce corporate videos and I believe you should do it right or not do it at all.
www.motivitypictures.com
This is not a Martindale Hubbell site - they add their logo & link in the footer of their sites.
Video has actually been increasing helpful in terms of SEO for lawyers sites - every few google searches will return a relevant video on the first page. Generally $75k seems quite overpriced for a web only video - i think they are more along the lines of $1 - 2k at MH.
Hi
Just stumbled accross this post and thought you might be interested in how we are doing in the UK. In the main not that good as most law firms are only waking up to the idea.
That said take a look at the link I have just done a series of biogs for a firm. The thinking was that people do business with people, so lets make them look like people. Seems to be going down well according to our web stats and phone calls.
Any feedback gratefully received ;)
Hi Kevin,
A very interesting article indeed.
You are quite right in saying that if you get a video produced, it should offer something of value rather than being just a web Ad of no significance to its viewers. Here in the UK we as a corporate film production company (Ekstasy Ltd) have been struggling with two basic problems when it comes to assisting Law Firms with video work:
1) An old fashioned way of thinking when it comes to engaging or communicating with their potential client base via the web medium. (i.e. still dependent on the written word and no appreciation of the benefits of video).
2) If they wish to introduce a video, they want it to be limited to a corporate film about the firm. Which does have a very limited impact, as they need to go beyond just a biofilm on their home page but start giving out more valuable niche information related to each of their specialisations.
In these very difficult financial times, they should try and adopt refreshing ideas when it comes to developing video messages for the corporations and private individuals, who could both be their potential target audience.
Once again thanks for your interesting post.
Mike Saraswat
Hi Kevin,
A very interesting article indeed.
You are quite right in saying that if you get a video produced, it should offer something of value rather than being just a web Ad of no significance to its viewers. Here in the UK we as a corporate film production company (Ekstasy Ltd) have been struggling with two basic problems when it comes to assisting Law Firms with video work:
1) An old fashioned way of thinking when it comes to engaging or communicating with their potential client base via the web medium. (i.e. still dependent on the written word and no appreciation of the benefits of video).
2) If they wish to introduce a video, they want it to be limited to a corporate film about the firm. Which does have a very limited impact, as they need to go beyond just a biofilm on their home page but start giving out more valuable niche information related to each of their specialisations.
In these very difficult financial times, they should try and adopt refreshing ideas when it comes to developing video messages for the corporations and private individuals, who could both be their potential target audience.
Once again thanks for your interesting post.
Mike Saraswat