Creating a video that accurately portrays an estate planning attorney as a credible, kind and yet authoritative figure requires all of the elements of an Oscar-worthy movie. There needs to be a central figure that the audience cares about, a narrative that serves to move the audience’s emotions and a closing that motivates the individual viewer to pick up the phone or fill out a form and engage with the attorney.
It takes an experienced video production crew, a strong script, state-of-the-art equipment, lighting, and post-production editing. You know the difference—you’ve seen it online. You’ve also seen videos that are made by professionals designed to deliberately look like they were made by non-professionals. They may work for a brand targeting tweens but they are not appropriate for estate planning attorneys.
IMS has made significant investments in video production. We know that IMS clients with videos on their websites have a completely different level of traffic than those without. The engagement times and SEO rankings are better.
Why does a lawyer video need drone footage from high above? We made the commitment to adding a Phantom drone and asking Michael Campbell to get FCC certified to add another dimension to lawyer videos and—this is key—give you a way to set yourself apart from your competitors.
Competition is what this is all about, isn’t it?
If you want to know the difference between a quality lawyer video and a low-quality lawyer video, it’s not hard to find the gaffes, from men with plants growing out of their heads to women who look like they’ve got a diploma digging into their shoulders. It’s the same mentality that leads people to take a selfie for their LinkedIn profile and think it works fine. It doesn’t.
IMS is proud of the quality of production that comes with our videos. Clients who were initially nervous are directed through a well-mapped out process so that by the time we get them in front of the camera, they are more comfortable than they ever thought possible. They are carefully prepped, from a script that they have been an active contributor in creating to being directed as to how to sit, where to put their hands, etc. Nothing is left to chance.
If you do not have a video on your firm’s website and are feeling the pinch of competition, call James at 877-352-2021 ext. 80 to start a conversation about your lawyer video.