Law firms should use more videos and less text (apparently)
On their websites, that is.
From the Solicitors Journal 13/10/14:
Websites of the UK's top 200 law firms are forgetting the 'user experience'
The country's top firms are ignoring the significant power of video to attract clients, a new report has suggested.
According to mmadigital, only 28 per cent of content is read on an average web page, compared to video which typically holds the attention of a viewer for two minutes.
Hmmm. Are potential clients really going to sit and watch a video on a law firm’s website and be swayed by that? That’s not a rhetorical question – I really don’t know. Maybe they are. But it seems a trifle strange to me.
Unsophisticated would-be clients will just use Google to find a law firm in their area (or a national centre churning out legal services factory style) and be principally concerned with obtaining the lowest price – ringing around if necessary. Medium sized businesses looking to instruct a firm may do a bit of their own research, but tend to be heavily swayed by past experience and the recommendations of others. Large, corporate clients aren’t going to choose to instruct a firm by looking at a firm’s website. Those kind of gigs are won through nepotism, networking and a lot of schmoozing (and sometimes a mixture of all three). So who is likely to choose a solicitor by watching videos on the web?
It’s a mystery.
Firms with video on their websites are 50 times more likely to appear on the first page of Google.
Oh cripes. Time to get embedding those videos folks!