Don’t underestimate the value of video to your practice

Today 100 million internet users watch online videos. Videos have been shown to increase the click through rates of emails, turn prospects into clients and bump up your website visibility on Google. One of the most important benefits of including videos on your website is showing the value of your service to your viewer.

So here are a few recommendations when directing and producing your next video:

  • Engage your audience from the outset. The first 20 seconds are crucial to hooking your viewers.
  • The ideal video length for desktop users is around two minutes. Smartphone viewers will spend an average of two to three minutes on a video.
  • The longer the video, the quicker people will drop off. Tailoring your video to your audience is fundamental.
  • Use descriptions for your videos and make them visible. Place descriptions in useful places too.  Posting a video transcript will make it easier for viewers to scan for the most pertinent content.
  • A great SEO trick to increase your visibility is to post a video and the video transcript simultaneously, side-by-side. If you don't include a transcript, the content within the video does nothing to help people find you.
  • Make sure that your video is integrated for multiple screens, including desktops, iPads, iPhones, Android, etc.

Tip courtesy of Tracy Paulsen, Esq., Empowerment Legal, Boston.

Published January 23, 2014


To learn more about the Law Practice Management Section, which is complimentary for all MBA members, contact LPM Section Chair Cynthia E. MacCausland or Vice Chair Damian J. Turco.
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