When you think of lawyers, you may not immediately think of video commercials or TikTok trends. Despite your first instincts, lawyers have more of a connection to video content than you might think! Video ads are powerful in most industries, but they’re especially compelling in the legal field.

If you’re ready to expand your client base or double down on your marketing efforts, video content should play a leading role. Below, we’ll walk you through exactly how to create successful lawyer ads, including the video types we recommend, production best practices, and distribution tips to make the most of your content.

The Importance of Marketing for Lawyers

It’s no secret that the legal field is saturated with qualified lawyers—many of whom appear very similar on paper. When individuals and entities begin a search for representation, it can be difficult to understand which lawyer is the best fit for the job. 

Video content can make the decision-making process less daunting. Think of it like hiring for any other field: it’s typically easier to understand someone’s qualifications in an interview than it is to sit down with a stack of nearly identical resumes. A lawyer ad functions like a first interview, helping clients associate a face and personality with all their options. 

When you’re fighting against industry stereotypes, this ability to come off as a human being is especially important. Lawyers often have to convince clients that they’re not the shady villains they’re sometimes portrayed as. A professional video ad is the perfect way to make a human connection, display your character, and stand out from the crowd.

Types of Videos that Work Best for Lawyers

Sold on the value of video content? All videos are not created equal, so here’s your guide to the best video types for lawyers.

Testimonials 

Nothing speaks louder than a real success story. Testimonial videos are the perfect avenue for lawyers to share stories from satisfied clients. These authentic endorsements not only demonstrate competence and reliability, but also help foster positive client relationships.

When prospective clients watch a testimonial video, it allows them to visualize their journey with you. They put themselves in the client’s shoes, thinking, “If that person’s situation worked out, mine can too!” It’s this sentiment that reassures potential clients of your ability to perform.

About Me Videos 

Lawyers often face the challenge of overcoming stereotypes and biases. While the legal world can seem intimidating, an “About Me” video can help humanize you. Prospective clients can start to understand who you are beyond the suit and briefcase, and they’ll get a sense of the culture and values that you and your firm represent. 

Most importantly, an “About Me” helps clients understand if you’re someone they’d want to engage with over time. Since legal representation often involves close communication over a long period of time, prospective clients want to know that they can tolerate that kind of commitment. An “About Me” video helps them decide if you’re the right professional and personality fit for their needs.

Educational Videos

Next, knowledge is power. By sharing educational videos, you can position yourself as an expert in the field. Consider sharing valuable insights on legal topics, procedures, or common questions, catering to prospective clients who may be searching for basic information. 

These informational videos not only display your expertise, but they also offer genuine value to viewers. Instead of coming across as a desperate sales pitch, your content will become a genuine resource for your audience. Then, when they’re ready to commit, they’ll remember the value you’ve already provided.

Case Highlight Videos

Last but not least, case highlight videos serve as a blend between testimonial and educational videos. In addition to showing off a successful outcome (like a testimonial video), you get to display the expertise and diligence that it took to get that result (like an educational video). 

Potential clients watching these videos will gain a clearer picture of your legal process, which helps build their confidence in your work. Like testimonial videos, if they can see themselves represented in your successful cases, they’re more likely to hire you for their own needs. 

How to Create Compelling Lawyer Videos

Crafting a compelling video isn’t just about having a camera and a subject—it’s about storytelling, quality, and authenticity. Here’s how lawyers can ensure their video content resonates with viewers.

Professional Production Quality

Investing in a high-quality video production company ensures your videos reflect the professionalism of your practice. Crisp visuals, clear sound, and proper lighting can significantly enhance the viewer’s experience. 

An exceptional narrative and video concept mean nothing if your audience perceives the final content as sloppy. Choosing the right production team for the process—whether you have support internally or you hire an outside team like Lemonlight—will protect your reputation as a serious legal team.

Harnessing the Emotional Appeal

Part of a video’s power lies in its ability to evoke emotions. Don’t be afraid to lean into the joy of a successful resolution or the hope you bring to the table for new clients. Using this emotional appeal helps make your video memorable, boosting the chances that it will help get you hired. 

Similarly, while you want your video to be professional, avoid seeming overly scripted or robotic. Viewers relate better to genuine content. Authenticity builds trust, and trust can lead to a potential client reaching out for your support.

Distribution and Promotion

Finally, when your video asset is created, make sure to bring the same commitment to the distribution and promotion process. Creating an engaging video is only half the battle—the other half is making sure it reaches the right audience. Here’s how to nail your distribution strategy. 

Leverage Social Media Platforms

Platforms like Facebook, LinkedIn, Twitter, and Instagram are powerful tools to share your video content. Depending on your target audience, choose the platforms that align best with your client demographics. 

Just make sure to communicate with your production team if you plan to share your video across multiple platforms. Each placement will have its own ideal specs and best practices, so it’s important to tailor each video file to its distribution plan. While the video may look mostly the same across all platforms, the little nuances make a big difference. 

Feature Videos on Your Firm’s Website

Next, your firm’s website should prominently feature your video content, whether it lives on the homepage, about page, or in a dedicated video gallery. This not only boosts engagement on your site, but it also supports your SEO strategy, helping make your firm more discoverable. (Plus, if the video is already created, you might as well share it everywhere you can!) 

Embrace Paid Advertising Channels

In addition to the owned channels we outlined above, paid channels represent a massive opportunity to bring in clients. When you use your video ads in paid placements, your messaging reaches your audience when they’re already primed for your pitch. 

Many platforms offer targeted video ads, including YouTube, Facebook, and Instagram. Just remember to match your video type to the right distribution channel. An educational video is likely more aligned with YouTube, while a quick and visual-heavy ad may be more suited to Instagram. When in doubt, you can always test multiple placements to see what resonates! 

Final Thoughts

Ultimately, the power of video for lawyers is undeniable. When you create a compelling narrative and distribute it strategically, you’re much more likely to attract and retain your dream clients. 

Use this guide to create the perfect video ad, or work with the Lemonlight team for custom support. Contact us below to get started!