In this era of revolutionary technology, more businesses are turning to social media to help promote their brands and attract new clients. YouTube, the popular video-sharing site, has proven to be an especially valuable tool for reaching new audiences.
Law firms can also capitalize on this trend by creating YouTube videos to try to reach more potential clients. YouTube videos intended for marketing purposes can also help law firms spend less on their advertising campaigns, since these videos can be created and posted free of charge.
Content Ideas for Attracting New Clients
A YouTube video should include certain elements and cover important topics to resonate the most with audiences. Law firms can create multiple videos that include many of these aspects, or they might want to make separate videos that focus more on specific topics. YouTube videos for law firms can generate more interest from viewers if they include:
On-camera Attorney Statements: An attorney who speaks on camera can make their law firm’s video more personable and engaging and help establish more trust with viewers. The attorney can briefly discuss things like the number of years they’ve been in practice and what specific types of cases they handle. They should also emphasize how they’ll do everything possible to get their clients the results they want without making any guarantees.
What Clients Should Expect: Many people have never dealt with the legal system before, and a YouTube video that covers what clients should expect can be very helpful. The video can discuss what clients should expect during a first consultation with a lawyer and what documents to bring to the meeting. The video can also list some of the questions that clients should ask their attorney.
Client Testimonials: Any previous clients who were satisfied with the service they received can also be invited to talk about their experiences in the video. They may explain how the law firm helped them get the settlement amount they wanted or how their attorney treated them with respect.
Legal Advice: Even though each person’s case is different, some videos can include general legal advice to help readers become more informed. Depending on the law firm’s practice areas, advice may include:
- What to do after an accident
- How to file a lawsuit
- Who’s at fault in certain situations
- Evidence needed to support a claim
- How to post bail for someone
- Whether or not to file bankruptcy
Statistics: Statistical information that can be verified can give a law firm’s video even more credibility. The video can include statistics like:
- How much money the law firm has gotten for clients
- The number of auto accidents statewide within the past year
- The financial impact of an injury
- Deadlines for filing claims
- How child support is calculated
- Economic or societal discrepancies in legal situations
Search Terms: YouTube makes it possible for creators to include hashtags in their video descriptions to make the videos easier to find for viewers who are searching for legal content. Certain keywords and phrases can also be used in the description and the video itself to maximize search engine optimization (SEO) so that each video ranks higher on search engines. A law firm marketing agency like GAVL can help lawyers come up with the right keywords and phrases to make their videos more visible online.
Optional Images and Music: Photos, videos and background music can enhance the video’s overall appeal. Photos and videos can also add more supporting content to give the YouTube video more credibility. All images and music added to YouTube videos should comply with copyright and usage laws to avoid copyright strikes.
Call to Action: Every video should end with a call to action that encourages people to contact the law firm. It’s important to make sure that the firm’s name is restated and include a telephone number, website address and other relevant contact information.
*As a bonus tip, it’s also a good idea to check the comments section of each video regularly, as some potential clients may leave feedback or ask questions here instead of contacting the firm directly.
Video Formats
YouTube even allows creators to post videos in different formats that appeal to different audiences. These formats include:
Standard Videos: Most YouTube videos are published with the standard landscape format with a 16:9 aspect ratio. The standard format is ideal for longer videos that explore certain legal topics in greater depth.
YouTube Shorts: Videos that are up to three minutes long can be posted as YouTube Shorts with a vertical format and a 9:16 aspect ratio. These shorter videos are often better for viewers who just want brief explanations. YouTube Shorts can also be excerpts from longer videos.
Where to Post
In addition to the YouTube site itself, YouTube allows creators to embed their videos on other platforms and share video links. The embed code or the URL for the video can be copied and pasted onto different websites or used in other online marketing materials. YouTube videos can be added to:
- A law firm’s website
- Blogs
- Newsletters
- Presentation tools (Microsoft PowerPoint, Google Slides, etc.)
- Community forums (Reddit, Discord, etc.)
- Other social media sites (X, Facebook, Instagram, etc.)
Attorneys can also include their YouTube channel information on business cards and printed brochures to connect with potential new clients offline.
YouTube offers many opportunities for law firms to expand their clientele and keep up with modern times. With the right YouTube marketing strategy, attorneys may see a significant increase in the new clients they receive and can set themselves apart from other legal representatives.
