"What type of lawyer are you looking for?" Sally Consumer asked her friend Jane sitting across from her in the coffee shop.

"I want a new will. The children are grown and we need to make changes," Jane said. "What kind of lawyer writes wills? Don't all lawyers do that?"

"I don't think so," Sally said. Pulling out her tablet computer, she clicked on it and entered search terms. Narrowing her search down to estate planning lawyers near their hometown, she came up with several possibilities. She passed the tablet to Jane.

Jane clicked through them. After a bit, she found two she liked. "They look nice," she said. "Look at their videos. This one answers some of my questions about how to hire a lawyer."

Jane's response highlights why you need video on your website. Video engages the viewer, can boost your rankings on Google, helps create trust in your firm, and brings in more clients. There are four types of video you might include:

About Our Firm videos showcase the members of the firm. Feature each lawyer, telling of their experiences, why they chose the law and how they can help each client. This is the best way to show prospective clients you are trustworthy and able to handle their case. Most people decide based on emotion—you want to demonstrate you understand their fears and can help them through the legal process.

Video FAQ for Your Law Firm. Did you know that next to Google, YouTube, which is owned by Google, is the second largest search engine with 3 billion searches a month and 30% are for question-related content? People like to watch videos, meaning that a FAQ (frequently asked questions) video is a great strategy for your website. You probably get asked the same general questions over and over. Create a website to answer those questions, always remembering to give information not advice.

Video Testimonials from Your Clients. While having you and your partners on video can help build trust, also consider having client testimonials on your website. Video testimonials from clients can help a prospective client see how a real person was helped by you and your firm.

Webinars.  Remember to record every time you speak at an event so it can be uploaded to YouTube. Create a landing page and offer the webinar as a replay on your website. Educational webinars help build your firm's reputation online. Don't know how to do this? Not a problem, there are companies that can help or find the tech-savvy person in your firm.

But, you say, "I don't have time to do video."

You can start by creating a video strategy. Because lawyers have ethical rules, a check with the Michigan Rules of Professional Conduct or a call to the SBM Helpline at (877) 558-4760 is a good idea. Next, set aside one day for the videographer to come and record your video.

Post edited versions of the video every week or so because Google recognizes sites that add new material and your rankings will improve.

Remember to announce your new video in your monthly e-mail, on social media and be sure to also post your video on your SBM Member Directory profile page.

Roberta Gubbins has served as the editor of the Ingham County Legal News. Since leaving the paper, she provides services as a ghostwriter editing articles, blogs, and e-blasts for lawyers and law firms. She is the editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.

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