Video Content for Legal Businesses: Getting Started
Video is one of the highest-impact marketing formats for legal businesses. Here is how to start without overthinking it.
Every legal business owner has been told they should be doing more video. Almost none of them are. That gap between 'should' and 'actually doing it' is where a real competitive advantage sits, because video builds trust faster than any other marketing format for legal businesses.
Why video works so well for legal
Legal clients want to know who they are hiring. Text and headshots only go so far. Even 30 seconds of a lawyer speaking to camera gives a prospect more of a feel for who you are than the entire About Us page.
That feel matters. In sensitive legal work, prospects are often deciding between similar firms at similar prices. The video content of one firm and the still images of another are not a fair fight.
What to film
Start with the questions you get asked in every discovery call. Turn each one into a 60 to 90 second video. Not a scripted performance. A direct, honest answer, filmed in one take, on a decent phone.
Do explainers on common areas of confusion. Do quick reactions to changes in your area of law. Do short case study videos where you talk (with client permission) about work you have delivered.
Avoid the trap of trying to make broadcast-quality video for social media. Well-lit, well-framed, well-audiod (that is the actual weak point for most legal video) but not overproduced.
How to repurpose one filmed session
A single one-hour filming session can produce months of content if planned properly. Ten short-form clips for LinkedIn. Three or four longer YouTube videos. Twenty or thirty social media posts drawn from the transcripts. A section of every fortnightly newsletter. A pinned video on your Google Business Profile.
Filming is the expensive step. Repurposing is where the return sits. Firms that film without a repurposing plan will burn out and stop.
Tools and equipment
An iPhone from the last four years is more than enough camera. The two things worth spending money on are lighting (a soft key light) and audio (a lapel or shotgun microphone). Both together cost less than £200 and lift the quality of your video by more than any camera upgrade would.
For editing, most short-form video for legal businesses can be handled in tools like CapCut, Descript or Adobe Express. If you outsource editing, prioritise a person who can add captions and cut a long take into shorter clips.
How Legal Growth uses video with clients
We help legal businesses plan, film and repurpose video content as part of Brand-based Marketing and Fractional Marketing engagements. Sometimes we produce it end to end. Sometimes we coach the client's team to produce it consistently themselves.
If video has been on your list for a while and never actually happened, book a free 30-minute consultation and we will talk through the smallest first step that would actually get you moving.