Posted by David Zimbalist on 4/26/10

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I tell law firms all the time that video is not magic, and
that just "doing video" will often be harmful to your brand
and image. Here's a quick list of three ways that web video
can backfire for an attorney:

1. You look like a low budget amateur. Everything you do to
present yourself -- your clothes, your office, your
handshake, your voice -- gives people an instant sense of
your credibility, professionalism, and trustworthiness.
Don't use video that undermines that.

2. Your videos focus on what you do. That sounds
counter-intuitive, but remember that by the time someone
gets to your website, they pretty much know what you do.
They want to know who you are. It's not hard to find an
attorney -- your competitive differentiation is YOU.

3. You have multiple pages on your website, but only one
video. What about all the people who never look at your
home page, or decide not to watch the video right away?
They're all on your biography page, and practice area
pages, and with no video you look like every other
attorney.

There are more than three ways that a web video project can
backfire, of course. I'd be curious to hear about some that
you've seen.

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Ways That Web Video Can Backfire, 4/26/10, by David Zimbalist.

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