Why Video?

It grabs people's attention, gets them to act - and it's tailor-made for the legal profession. Here's why online video is the next high-impact marketing tool for attorneys.

People - lots of them - love to watch videos online. Today, the audience is 300 million worldwide. By 2012, nearly one billion consumers will watch video on the Internet.₁ That's great news for law firms, because online video is a powerful new tool for attorneys. Video generates Web site hits and telephone calls, and it's an engaging, customer-friendly format.

To help you connect with more prospects, and promote your firm in a way that's both personal and highly professional, FindLaw is introducing new online video solutions designed exclusively for attorneys.

Why online video? Here are some key reasons why the potential is so great:

• It's persuasive. Online video drives people to act - to pick up the phone and call your law firm. Our studies show that consumers research 4.8 Web sites, on average, before choosing an attorney online. That decreases to 1.8, however, when those sites contain video.₂
• It's suited for legal marketing. Video communicates warmth and personality. It captures the character of a law firm and its people, and takes the mystery out of the legal process. Prospects want to see and hear from you. Online video erases the intimidation factor and encourages them to contact you.
• It's a growing factor in search results. With the introduction of Universal Search, more video is appearing in Google search results. Yahoo, AOL and Ask also are incorporating video. It's a work in progress, because standards for indexing video are still being developed. But across the board, search engines are pushing to provide more comprehensive information to users ... and video is rapidly emerging as the new medium of choice.
• It's a great way to stand out. In the crowded online marketplace for legal services, where Web sites struggle to attract attention, video is a terrific tool for communicating your unique message in a format consumers enjoy. Online video makes an impression, and makes it more likely the prospect will call you rather than the competition. Our studies show that 58% of consumers indicate video increases their likelihood to contact the law firm.₃

To learn more about how FindLaw Video can diversify your law firm's online marketing strategy, contact FindLaw today.

Sources

1. ABI Research, "Pay and Ad-Supported Internet Video Flourishing as Total Online Viewers Reach Nearly One Billion by 2012," July 11, 2007, www.abiresearch.com/abiprdisplay.jsp?pressid=882.
2. "How Consumers Meet Their Legal Needs Online" FindLaw webcast, June 26, 2007, 43:05.
3. FindLaw online video consumer research, October 2007.