Video Marketing for Lawyers: Mastering Legal Success

Video marketing for lawyers is a powerful way to showcase your expertise, build trust, and attract new clients.

According to a study by Wyzowl, 86% of businesses use video as a marketing tool, and 93% of marketers say that video is an important part of their strategy.

But how can you use video marketing effectively as a lawyer?

Here are some tips to help you create engaging and informative videos that will set you apart from your competitors.

An image illustration of the Video Marketing for Lawyers
Video Marketing for Lawyers.

Factors to Consider when Producing Law Firm Marketing Videos

1. Define your goals and audience

Before you start filming, you need to have a clear idea of what you want to achieve with your video and who you want to reach.

Do you want to raise awareness of your brand, educate your audience about a legal topic, or generate leads for your services?

Who are your ideal clients and what are their pain points, needs, and interests?

Having a specific goal and audience in mind will help you craft a relevant and compelling message that resonates with your viewers.

2. Choose the right type of video

Depending on your goal and audience, you can choose from different types of videos to showcase your legal services.

For example, you can create:

  • Explainer videos: These are short and simple videos that explain a legal concept, process, or issue in an easy-to-understand way. They can help you demonstrate your knowledge, educate your audience, and answer common questions. For example, you can create an explainer video about how to file a personal injury claim, what to do after a car accident, or how to protect your intellectual property rights.
  • Testimonial videos: These are videos that feature your satisfied clients sharing their positive experiences with your firm. They can help you build credibility, social proof, and trust. For example, you can create a testimonial video where a client talks about how you helped them win a case, how you supported them throughout the process, or how you exceeded their expectations.
  • Case study videos: These are videos that showcase your success stories and highlight the results you achieved for your clients. They can help you demonstrate your expertise, showcase your value proposition, and persuade potential clients to hire you. For example, you can create a case study video where you explain the challenge, solution, and outcome of a specific case you handled, and how you helped your client achieve their goals.
  • FAQ videos: These are videos that answer frequently asked questions that your audience might have about your services, your firm, or your area of practice. They can help you provide useful information, address common objections, and showcase your personality. For example, you can create a FAQ video where you answer questions like: How do you charge your fees? How long does it take to resolve a case? What makes your firm different from others?

3. Follow the best practices for video production

Once you have decided on the type of video you want to create, you need to follow some best practices to ensure your video is high-quality, engaging, and effective.

Here are some tips to keep in mind:

  • Use a good camera, microphone, and lighting. You don’t need to invest in expensive equipment, but you do need to make sure your video is clear, audible, and well-lit. You can use your smartphone, a webcam, or a DSLR camera to record your video, but make sure you use a tripod or a stabilizer to avoid shaky footage.
  • Plan your script and storyboard. You don’t want to wing it when you are creating a video. You need to have a clear outline of what you want to say and how you want to say it. You can write a script or a bullet-point list of the main points you want to cover, and rehearse it before you start filming. Also create a storyboard or a visual representation of how your video will look like, and use it as a guide for your shots, angles, and transitions.
  • Keep your video short and sweet. According to Wistia, the optimal length for a marketing video is between two and six minutes, depending on the type of video and the platform you are using. You want to keep your video concise and focused and avoid unnecessary or irrelevant information.
  • Edit your video and add some polish. After you have recorded your video, you need to edit it and make it look professional and appealing. You can use a video editing software like Adobe Premiere Pro, iMovie, or to cut, trim, and splice your footage, and add some effects, transitions, and music.

4. Distribute your video and promote it

The final step is to distribute your video and promote it to your target audience.

You can upload your video to your website, blog, social media platforms, email newsletters, or video hosting platforms like YouTube or Vimeo.

Also optimize your video for search engines by adding relevant keywords, titles, descriptions, and tags.

Why attorney video marketing is worth the investment

People really like videos.

They’re more interesting than articles and show more than pictures or charts.

Out of all the types of content on the internet, videos are becoming the most popular and watched the most.

It’s not a big surprise that lawyers are starting to use videos to market their law firms.

According to the 2022 ABA Legal Technology Survey Report, 31% of the people surveyed said their firms make videos to promote their practice, which is more than 26% in 2019.

Lawyers use videos to explain complicated legal ideas, connect with possible clients, and prove they know what they’re doing and can be trusted.

Distributing your Law Firm Video

Now that your video is ready, it’s time to share it online for everyone to see.

Videos are hugely popular on the internet because they’re super easy to publish and share worldwide for free.

Videos are great for sharing and naturally spark conversations online.

This makes distributing videos one of the best strategies for content marketing for law firms.

Here are the key ways and platforms to share your video online:


The initial and apparent choice for sharing your video is YouTube, a highly visited website globally and the second-largest search engine, following only Google.

With around 2.5 billion users worldwide, YouTube is an undeniable option, but don’t limit yourself to just that platform.

Facebook, Twitter, LinkedIn, Instagram, and TikTok

Major social media platforms are actively embracing video content because of its immense popularity.

Facebook, Twitter, LinkedIn, Instagram, and TikTok play crucial roles in engaging with your clients.

Regularly share your law firm marketing video across these platforms to maximize outreach.

Explore additional insights on social media strategies for law firms in our digital marketing hub.

Your Website

Beyond social media, explore additional platforms to share your video.

Your website is the next logical destination.

Notably, out of the firms producing marketing videos, 68% choose to host the video on their website.

Depending on the video’s goal, consider featuring it prominently on your homepage, as videos have proven to boost conversions.

They also positively impact your search engine ranking.

Email Marketing

If you engage in email marketing, including your video in your newsletter or sending it to your email list is a great strategy.

People may not be inclined to read a full email or click links to access the articles you send.

However, video tends to capture more interest and achieves higher engagement rates.

Integrating video marketing into your law firm’s email marketing strategy can be a compelling approach to explore.


Video marketing is a powerful way to showcase your expertise, build trust, and attract new clients as a lawyer.

By following these tips, you can create engaging and informative videos that will set you apart from your competitors and grow your business.

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