Your prospective clients cannot tell whether you’re a good lawyer. They don’t have the training. Nothing on your website, your bio, or your case results page settles it for them. So they pick the lawyer who feels the least like a stranger.
I spent years behind the camera at the nation’s largest legal video production company before starting Story First. I’ve filmed dozens and dozens of attorneys. The strongest footage was always a partner talking about the client call that still bugs him ten years later, or a founding attorney explaining that his own family once needed a lawyer they couldn’t afford.
Some example math: 2,000 people visit your site in a month, and 2.5 percent of them reach out. That’s 50 leads. Put attorney video on the homepage, the bio pages, and the practice area pages, and say it lifts the rate 30 percent, to 3.25 percent. Now it’s 65.
That’s 15 more leads a month from the same traffic and the same ad spend.
And every one of those leads comes in warmer, because the person reaching out feels like they’ve already met you.
Every hour you spend polishing the awards page is an hour spent on a tie breaker. Spend it on camera instead, where a client can hear you talk the way you’d talk to them.