Nick BuchheitFor law firms, credibility and familiarity often decide who gets the call. That’s the unique power of video marketing: it makes your firm feel known and trusted long before a prospective client ever picks up the phone. In today’s crowded legal market, that kind of recognition can be the difference between being considered or overlooked.
Recent data from Wyzowl shows just how powerful video has become in professional services:
- 89% of businesses use video as a marketing tool. For law firms, that makes video less of a trend and more of a baseline expectation.
- 93% of video marketers say video delivers a good ROI. A strong signal that video can pay off in consultations and client growth.
- 88% say video has helped them generate leads. Video doesn’t just raise awareness — it drives real inquiries.
This guide explores the types of video content that deliver results for law firms, the rules that govern advertising, and the strategies that make video a lasting investment in your practice.
Table of Contents
Determine Your Law Firm’s Video Marketing ROI Goals
Before investing in video campaign assets for your firm, clarify what you want it to achieve. The most effective way to think about ROI is to identify the specific pain point you want to address for your firm, your clients, or your internal team. The list below highlights common goals and the types of videos that can help meet them:
- Build credibility with a testimonial video featuring a consenting client.
- Reduce intake friction by creating an FAQ or explainer that addresses common questions.
- Grow a practice area with a clear practice overview placed on a targeted landing page.
- Strengthen local presence through a short commercial tied to your city or slogan.
- Align your team by producing an internal training or communications video.
By identifying the challenge first, you ensure the video format directly supports your firm’s goals — and every investment pays off with purpose.
Types of Video Marketing Content for Law Firms
Different types of video marketing content solve different challenges, and understanding what’s possible helps law firms identify the formats that will have the biggest impact. From building credibility with testimonials to boosting visibility with commercials, the right mix can strengthen every part of your practice. Here’s a breakdown of the different types of law marketing videos and how they might fit into your video production strategy.
- Testimonial Videos (Docustyle): Featuring consenting clients or attorneys, these videos build instant credibility by letting viewers hear authentic stories in a natural, documentary style.
- Brand Commercials: Short, memorable spots tied to your city or community keep your firm top of mind and strengthen local recognition.
- Practice Area Overviews: Clear, professional videos that explain your services and who you serve, perfect for landing pages and search visibility.
- Educational/FAQ Videos: Simple explainers that address common client questions, reduce intake bottlenecks, and position your attorneys as approachable experts.
- Internal & Training Videos: Content designed to educate staff or communicate firm initiatives, helping keep your team aligned and efficient.
- Corporate/Marketing Videos: Versatile, professional productions that showcase your firm’s culture, values, or client commitment — often used in recruiting or brand storytelling.
- Specialized Formats: Drone footage, VFX, and docu-style storytelling can elevate your message, while product-style videos can highlight technology, tools, or resources your firm offers.
Not sure which video format is best for you? The best place to start is with the type of video that addresses your most pressing need, then expand into a library of content that supports every part of your firm.
Covalent helps law firms do exactly that — pairing corporate video production with the strategic guidance behind our video marketing ROI services. Together, these ensure every video is compliant, purposeful, and positioned for measurable success.
Attorney Video Marketing Example: Testimonial For New Partners
One of the most effective formats for law firms is the testimonial video. Below is an example we produced for Edgar Snyder & Associates, introducing two of the firm’s partners. It builds credibility, reinforces brand trust, and shows how video can humanize your attorneys while strengthening your firm’s reputation.
Understanding Advertising Rules That Govern Law Firm Videos
Legal advertising is held to higher standards than most industries. Before producing or publishing video content, it’s important to understand the rules that apply to law firms. These regulations are designed to protect the public, prevent misleading claims, and uphold professional ethics. Below are some of the key areas every attorney should review:
- State Bar Rules: Each state has its own regulations on lawyer advertising. Always start with your state bar’s official advertising guidelines to ensure compliance.
- ABA Model Rules of Professional Conduct: Pay particular attention to Rules 7.1–7.5, which address advertising, solicitation, and claims of specialization.
- FTC Truth-in-Advertising: Like all businesses, law firms must ensure that ads are truthful, not misleading, and that claims can be substantiated.
- Testimonials & Endorsements: Both the FTC and state bars govern how testimonials are used. They must be honest, representative, and never imply guaranteed results.
- “Specialist” or “Expert” Accreditation: Avoid calling yourself an expert or specialist unless you are formally certified and your state bar permits that designation.
By reviewing these rules before production begins, you’ll ensure that your video content builds trust without creating compliance risks.
Building a Video Marketing Strategy for Law Firms
Strong videos are planned with purpose. A thoughtful strategy ensures your investment supports real goals like client intake, brand visibility, or referral growth.
Platform Guidance
Different platforms serve different roles, and the right mix depends on the audience you want to reach:
- YouTube: best for long-form educational content that builds authority and serves prospects searching for answers.
- LinkedIn: ideal for B2B outreach, referral relationships, and positioning your firm as a thought leader.
- TikTok/Instagram: effective for approachable short-form content and connecting with local audiences in a more personable, accessible way.
- Facebook: still valuable for community presence and testimonials, especially for practice areas with a wide consumer base.
Match your video to the audience and intent of each platform, not just the trend of the moment.
Best Practices Beyond Compliance
Beyond following bar rules, the real value of video comes from how it’s planned and used. Accessibility features like captions, clear calls-to-action, and repurposing longer content into smaller clips all matter — but law firms shouldn’t have to figure this out on their own.
A good video production partner, or a referral to a trusted digital marketing consultant, can ensure your videos are not only compliant but also positioned for SEO, visibility in AI-driven search, and maximum reach across channels.
The right guidance turns a single video into a versatile asset that pays off across your marketing.
Measuring the Success of Video Marketing for Lawyers
How you measure video performance depends on where it lives: watch time and subscribers on YouTube, engagement on social media, conversions for ads. Increasingly, search engines and AI-driven platforms also reward firms that produce relevant, high-quality video, using it as a signal of authority.
Tracking not only traditional metrics but also how your videos improve SEO visibility and placement in AI-generated search results can give you a fuller picture of ROI.
Partner With a Video Marketing Agency for Lawyers
Covalent helps law firms bridge that gap — combining corporate video production with strategic planning, compliance awareness, and measurable ROI. From a single video to a full library of content, our work ensures every production has purpose and lasting impact. Want to discuss your firm’s video production needs?
