Harnessing video content to elevate your legal brand with Lexis+
Video content is transforming how small law firms connect with clients. Done well, it can build trust, showcase expertise, and differentiate your practice in a crowded legal market.
Why video matters for law firm marketing
Law firm video marketing is no longer optional. Research from the Chartered Institute of Marketing shows that video is among the fastest-growing formats for brand engagement, with younger audiences in particular expecting short, accessible, and authentic content. At the same time, Today’s Conveyancer reports that viewers retain up to 95% of a message delivered by video compared to 10% when reading text, highlighting its effectiveness in client communication.
For solicitors and small firms, this means explainer videos, testimonials, and short social clips can be powerful tools to humanise your brand and demonstrate authority in complex legal areas. Guidance on producing compliant and client-centred content can also be found in Lexis+® Practical Guidance.
Keep regulatory compliance front of mind
The Advertising Standards Authority (ASA) has increased proactive monitoring of digital content, processing more than 28 million ads in 2024. For law firms, this means promotional video must comply with the CAP Code: claims must be accurate, substantiated, and clearly signposted. Misleading statements or careless imagery risk both reputational harm and formal enforcement.
It is also important to consider audience sensitivities. The ASA’s research into UK advertising concerns highlights public unease around stereotypes, exaggeration, and lack of transparency. A responsible approach to video marketing for law firms should avoid sensationalism and prioritise professionalism. Lexis+® Legal Research can help ensure any claims you make are grounded in accurate and up-to-date legal sources.
Build trust and credibility through video
Trust is one of the most valuable assets for a legal brand. According to the Advertising Association’s Value of Trust report, credible and transparent advertising strongly influences long-term client loyalty. Video marketing for lawyers is uniquely placed to reinforce this trust by:
- Putting a human face to the practice through lawyer introductions
- Explaining legal processes in plain language
- Sharing anonymised case studies or client testimonials (with proper consent)
As one consultant observed in the report: “Trust is not a soft metric. It is a driver of effectiveness and profitability” (Stephen Woodford, CEO, Advertising Association). For small firms, producing clear and professional video content can amplify both authority and approachability. Case studies from Lexis+® also show how firms are using digital tools to deliver more client-focused services.
Match format and channel to your audience
Different demographics consume video differently. CIM data shows younger clients prefer short-form video on platforms like YouTube and Instagram, while older audiences engage more with LinkedIn or website-based explainer videos.
Practical formats for small firms include:
- Explainers: Two-minute guides to common legal issues
- Testimonials: Client feedback presented authentically
- Day-in-the-life: Giving a behind-the-scenes look at your practice
- Thought leadership: Partner commentary on legal developments
Experimenting with varied formats within a consistent brand style can help reach multiple client groups without diluting your message. To make this easier, Lexis® Create+ can streamline your drafting process, ensuring the same professional tone across both written and video content.
Track performance and refine your approach
As with any content marketing for law firms, measuring effectiveness is crucial. Engagement metrics such as view counts, watch time, and click-through rates help assess impact. More importantly, tracking whether video drives enquiries or client instructions will demonstrate return on investment.
Creating a simple content calendar that links each video to a clear business goal, whether boosting visibility for a new practice area or improving client onboarding, will help ensure video marketing remains purposeful and sustainable. Lexis+ AI™ can support this process by providing rapid insights into client trends and helping firms shape content around what their audience cares about most.
Elevating your brand through video
Harnessing video is about more than visibility. It is about reinforcing trust, delivering value, and showing your firm’s unique personality. By combining compliance, professionalism, and creative storytelling, small firms can use law firm video marketing to compete effectively with larger practices while strengthening client relationships.
