Someday, during a temporary Internet outage, the old folks might get around to reminiscing about how different life was before our society came to be bombarded with video content around the clock, most of it aimed straight at our wallets. Grandma and Grandpa might tell the kids about how, after The Tonight Show or Saturday Night Live, television sets would broadcast a combination of white noise and grayscale pixels known as “snow,” and, if you were lucky, you would see infomercials. Grandpa, what’s an infomercial? Well, kids, it’s when a B-list star with a loud jacket and a louder voice pontificates for half an hour about the virtues of some gadget that can be yours for three easy payments of $19.99.
The kids will respond with confusion. You mean, like, merch? Who watches the same video for half an hour? The moral of the story is that, today, video content that wants to sell you something is everywhere, not just on the television screens of insomniacs. Today, info, minus the commercial element, is precious and rare. Your law firm’s website should be one of the Internet’s last bastions of informative content, where people can look for advice about their legal predicament without being ambushed by one cynical cash grab after another.
How to Assure Prospective Clients of Your Success Without Singing in the Key of Advertising
One of the main objectives of your law firm’s website is to convince prospective clients to engage your services. Client testimonials, in text or video format, may or may not be appropriate, depending on your practice area. Generally, the more mundane the services that clients seek from you, and the smaller the amounts of money involved, the more appropriate testimonials are. In other words, if your services are a convenience, such as helping small businesses draft contracts or helping people challenge traffic citations, then video testimonials are appropriate. People read reviews and look for testimonials when seeking to hire a lawyer for these services, just as they do when trying to choose an accountant to help them file their income taxes.
When large amounts of money or suffering are involved, it is best to use your blog to describe cases you have won and to stick to the facts and the legal issues. Doesn’t it seem icky to produce promotional video content aimed at people who stand to go to jail and lose their civil rights? Likewise, people who have received personal injury settlements for catastrophic injuries probably do not want to smile for the camera and relive their trauma. People who need a personal injury lawyer or criminal defense lawyer can figure out that you are the right choice just by reading your blog. Write about cases you have won. Even writing about cases in which you were not involved can help give potential clients an idea of how the process will work if they hire you.
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