Content is still king. But the way it’s being presented has moved from being text-heavy, to visuals and even audio (podcasts). This shift to formats that are more “interactive” create variety and freshness, and in some cases can give relief from text-heavy content.
Videos have become the standard means by which experts share their expertise, and market themselves. In fact, a visitor would probably regard a website that lacks multimedia as being somewhat … dated.
As an attorney, you can create two types of videos:
First, there is the live-film video — one where you are speaking, broadly presenting your firm and areas of practice. This achieves a humanizing effect — being able to see you speak and hear your voice is often more compelling to the website visitor than simply ready a body of text (your bio). You can have both, but the video does a lot more to introduce you (essentially a stranger) to your potential client. For large firms, this doesn’t really work for the corporate brand. For you, the solo practitioner or small firm lawyer, it can convey the personalized service and attention that distinguishes you from the large firms.
Second, there is what is called the whiteboard animation (click here for an example of the videos I’ve created for my own website). It can be a very inexpensive way to add compelling content to your site, and draw more traffic while showcasing your expertise and reputation. Whiteboard animation is well-suited to explaining how you work with clients, or a even legal process (e.g. if you are a litigation attorney, a whiteboard video can clarify to a potential plaintiff client what takes place in bringing a suit against a defendant, from filing a summons to enforcing judgment).
In either type of video, brevity and clarity are key — keep content short and sharp, with interesting backgrounds, good sound, and sharply focused filming. Music is important too, as it heightens the level of engagement, and adds energy to the piece.