Video is coming to law firm websites

Doug Jasinski

Earlier this month Skunkworks Creative Group launched a new law student recruiting micro-site for Vancouver law firm Bull, Housser & Tupper LLP that prominently features a multimedia section called BHTV. BHTV features video interviews of several of the firm’s young associates speaking on topics such as the firm culture, their expectations and the reality of work at the firm, as well as a guided office tour.
My personal view is that you can expect to see a great deal more use of both video and audio content on law firm websites in the year(s) ahead. 5 key reasons why:
1. Video makes a law firm’s core offering – it’s people – the centerpiece of the marketing;
2. Video is an excellent tool to help law firms differentiate from their competitors;
3. Video is sticky, meaning that people will stay on your website longer;
4. Video is becoming more prominent both in other professional services and on the Internet generally; and
5. Video is becoming less expensive and easier to produce over time.
Will video replace the written word? (I am reminded at this juncture of the late 70’s new wave song “Video Killed the Radio Star” by the Buggles) The short answer is no. But will most major law firms have at least some video content on their website within the next five years? My bet is yes, for the reasons already noted.

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