October 22, 2013
Your law firm’s website serves many purposes. The first and most obvious is to provide information to prospective clients searching for legal counsel. The less obvious answer is equally as important: Your website should be putting prospective clients at ease, making them more inclined to want to work with you.
There are plenty of ways to accomplish this and highlight why they should go through your firm. You can describe the various services you offer, which practice areas you specialize in, and lawyer biographies as a way to introduce them to your firm and staff. All of these aspects are important in creating a connection with potential clients. They’re looking to be reassured that you’ll look out for their best interests and it’s important for you to convey that your firm will do just that.
There’s no need to stop there. Information about the firm and the experience of the lawyers that work there is invaluable, but there’s also another avenue you should be exploring. With the widespread use of social media, and by extension, video sharing, more firms are capitalizing on the use of video testimonials to connect with prospective clients.
It’s fine for you to describe how great your law firm is through your website, but it’s even better to include video from satisfied clients who will talk about it for you. Text testimonials are okay for people to skim over, but video testimonials appeal to prospective clients because of the relatability of the person who is speaking to them. They’re more likely to trust and listen to someone who looks and speaks the way they do.
A great way to begin gathering video testimonials is to integrate the asking process into your interaction with clients. When you’re finished representing them, when they’re pleased with the results you’ve yielded and are most likely to want to help, you can ask them if they’d be willing to sit down for a quick video. It’s as easy as capturing their comments in your office, and making sure all of the staff members are on the same page about what you’d like to accomplish with the use of video testimonials.
It’s best to know ahead of time what you’re looking for from your clients. You’ll want to gather testimonials that speak to what your firm does best. Whether it’s the experience your lawyers bring to the table or exemplary customer relations, the video shouldn’t try to accomplish too much. There’s no need for one client to try to speak about everything that’s great about your law firm. Keep the videos short and simple.
Here are three examples of the type of questions you should be asking:
1. What do you look for in a legal firm?
2. How did we solve your problem?
3. Why would you recommend our services?
Before you display the video testimonials that you’ve gathered for your website, make sure to look into Bar rules. There are some restrictions on testimonials such as what can be said and in what capacity the videos can be used. As a rule of thumb, you’ll want to avoid using any information that is impossible to verify, or promising results that you can’t guarantee.
Rather than using a testimonial guaranteeing that your firm will win every case, you should be looking for testimonials that speak to how your staff treats clients or what they liked most about their experience with you. Make sure you’re in compliance with your state’s Bar rules on the content and use of your video testimonials. It’s as easy as looking into any updates and adjusting your videos accordingly.
Remember, you’re not looking for glamorous, expensive video for your website. Prospective clients want to hear from real people, people they can connect with and relate to. Putting them at ease is as easy as knowing what to ask satisfied clients and letting the video do the work for you.