My prediction: Video clips of attorneys will soon become a standard part of attorney bios on websites. Why? Because video has the potential to have enormous emotional impact on prospective clients — far more impact than text and still photos alone.
Why is this important?
The business landscape for professional service firms is currently undergoing a major shift. Clients are now increasingly willing to hire attorneys located halfway around the world (as long as they have the exact right skill set and a reputation for success). And as it becomes increasingly common for attorneys to pitch business long-distance — without ever meeting in person — legal marketers will be looking for technologies that will help bridge the distance. And that’s where video comes in.
Do in-house counsel want to watch videos?
According to a March, 2009 survey of General Counsel performed by the Wicker Park Group, two thirds of the respondents “expressed interest in video interviews that would appear in the lawyer bios.” Several respondents explained that video “would be helpful in evaluating a lawyer’s demeanor, presence or style…” This number has probably grown since March 2009, considering the shifts that continue to occur in the business landscape for law firms.
What’s stopping firms from embracing video?
Frankly, I’m surprised that it’s taking so long. I think that there is probably a lot of latent demand for video. Once a prestigious firm launches a website with video interviews of all of its partners, everyone else will jump on the bandwagon. One of the video experts I spoke to for this post said that their company is currently negotiating a big deal with a major firm. So, perhaps we’ll see this happen soon.