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Author: Ashley Andreis

Content Marketing in 2025: Essential Strategies for Law Firms to Attract and Retain Clients

Content marketing strategies are evolving rapidly!  It seems like we hear about a new AI tool or social media trick every week.

Is your law firm doing everything you can to stay ahead of the curve to remain competitive? 

In 2025, the strategies that are successful will embrace dynamic, client-focused personalization.  With the rise of AI-generated content and the sheer volume of information online, standing out requires more work than ever before – clarity, authenticity, and a willingness to adapt. 

Let’s discuss the best content marketing strategies that are working for law firms right now.

Step 1 - Be Clear About What You Want Your Prospect To Do Next

A huge shift that we are seeing with law firms is the importance of your call to action (CTA).  Typically, attorneys will put our informative and educational blogs and videos with the hope that people will contact them.

This no longer will work…unless you add a specific CTA.

Every piece of content your law firm creates should guide prospects towards a specific next step.  These steps can include:

  • Scheduling a consultation
  • Downloading a helpful guide (pdf) on a specific topic
  • Requesting a phone call
  • Registering for a webinar on the topic of their choice

For example, if your firm writes a blog about bankruptcy, a strong CTA may ask readers to download a free “The 5-Step Bankruptcy Plan” pdf or schedule a free 15-minute consultation with the attorney.

When you guide a prospective client through a structured journey on your website (and YouTube channel), you are much more likely to convert readers into clients.  This journey is called a “sales funnel” and is now essential to growing your business.

Step 2 – You Need A “Face” For Your Business

The internet has made it so easy to make law firms a “digital-first” world.  However, human interaction can be a great difference-maker!

Use your firm’s blog, social media and YouTube channel to educate and build trust.  Then, offer a real human interaction to close the deal.  Potential clients often like to connect with attorneys face to face before making a legal decision.

A popular way to do this would be to host a live Q&A session weekly using webinar software, like Zoom.  This will allow people to interact with the attorneys directly. 

As an example, a law firm that specializes in divorce may host a live webinar on “Understanding Custody Agreements” where participants can submit questions in real time. 

These sessions allow you to accomplish multiple goals at one time:

  • Showcase your expertise
  • Build actual connections with potential clients that foster trust
  • Get a list of questions that people have about a particular topic, which makes your marketing easy (create videos and blogs that answer each of the questions)

By combining high-quality content with opportunities for face-to-face interaction, your law firm can create a more engaging and client-focused experience.

Step 3 - Create A Shared Place To Keep Content Ideas

Ideas for content for your blog and videos often come from real-life interactions and observations.  This not only applies to you, but your paralegals and staff as well. 

So, where should you keep all of these ideas?

A shared folder or document usually does the trick!

Create a shared repository where everyone in the office can jot down ideas, stories or inspiration when they happen.  A spreadsheet normally works very well for this purpose.  It’s even better if this spreadsheet is located in the cloud and can be accessed via mobile device.  Another program that can be used easily for this is OneNote or EverNote.

For instance, if an attorney has a unique experience in court or encounters a common client question, they can record it immediately. These notes can later be transformed into blogs, social media posts, or even video scripts. 

By having this system in place, no ideas will go unforgotten!  It also makes sure that your firm always has a steady stream of new relevant topics that should resonate with their audience.

Step 4 - Personal Branding Is A Must

In 2025, a strong personal brand is more valuable than ever. Clients often choose law firms based on trust, and having a recognizable, authoritative brand helps establish that trust.

Attorneys should focus on building their individual reputations through podcast interviews, media features, and speaking engagements. Winning awards or being quoted in reputable publications not only boosts credibility but also improves SEO for your website. 

For example, if a law firm’s managing partner is frequently interviewed on local news about criminal defense cases, it signals expertise to both search engines and prospective clients.

Encourage your team to actively participate on platforms like LinkedIn by sharing insights, engaging with industry news, and showcasing successes.

Step 5 - Keep On Testing

You are never “done” with your content marketing.  Because the internet and social media are so dynamic, what it takes to be successful changes all of the time.  The most successful law firms experiment with different formats, posting times, and messaging to determine what resonates best with their audience.

For example, test whether short-form videos about legal tips perform better than long-form articles. Experiment with posting blogs on weekdays versus weekends or using different tones in your email campaigns. 

Tools like Google Analytics and social media insights available with the social media platforms can help track what’s working and where to pivot.  Look at views, clicks, impressions and more to see what’s the best strategy for you.

The key is to remain agile and open to change. Regularly review your content metrics and refine your strategy accordingly.

Step 6 - Refresh Content Regularly

Stale content can kill your website’s engagement (and your SEO).

In 2025, law firms must consistently refresh their content to maintain audience interest. New content also satisfies Google’s SEO algorithms.

However, we don’t have to reinvent the wheel – you just need to repurpose and update the content that you already have created!

For example, any firm that deals in tax law has it easy.  If they wrote a blog called “Tax Brackets for 2022”, they can update it with the new numbers for 2025.  Not only that, they can point out the differences and offer insights as to why things may have changed this way.  Once the update is done, it then gives a reason to share it again with your audience.

An example of something you could repurpose would be if your firm had a video and you turned that into a blog by using the transcript.

Regularly updating your content not only improves its relevance but also signals to search engines that your website is active.

Step 7 – Be Spontaneous!

Being authentic is a powerful tool in your marketing toolbelt…and it’s easy for prospects to see.

Some of the most engaging content comes from spontaneous moments, like an attorney’s reaction to a recent legal development or a quick tip shared after being in court.  Encourage your team to create on-the-spot content using their cell phones. 

For instance, a real estate lawyer might record a short video explaining the implications of a new zoning law while walking through a recently rezoned neighborhood. This type of unpolished, real-time content often resonates more with audiences because it feels genuine and relatable.

Content marketing in 2025 requires law firms to be intentional, innovative, and client centered. By focusing on clear calls to action, human interaction, personal branding, and agility, your law firm can not only attract more clients but also establish long-term trust and authority.

Remember, the online landscape is constantly evolving and it’s hard to hit a moving target.

Regularly review your strategies, adapt to new trends, and always prioritize the needs of your clients. With these approaches, your firm can position itself as a leader in the competitive legal market.

In the spirit of this article, here is our CTA – If you need help creating a 2025 content marketing strategy, please complete the form below.  IFTS specializes in helping law firms get more clients using videos, blogs, social media and more!

How To Create A Video Content Creation Strategy For Your Law Firm

In today’s digital-first world, potential clients are increasingly seeking trustworthy, knowledgeable professionals online before making decisions. 

For attorneys, creating a video content strategy is not just a marketing trend—it’s an essential tool for building trust, showcasing expertise, and standing out in a competitive field. A well-executed video can provide you an edge over your competitors who rely solely on text-based content or static images, allowing you to connect with prospective clients in a more personal and impactful way.

However, a successful video content strategy doesn’t just happen overnight…

This guide will walk you through creating a robust video content specifically for your law firm. By the end, you’ll have actionable steps to position your firm as a trusted advisor and attract the right clients to your practice.

Why Video Content Matters for Attorneys

1. Builds Trust with Prospects

Legal services often require a high degree of trust. 

A video allows potential clients to see you, hear your voice, and get a sense of your personality. This can be incredibly reassuring for someone deciding whether to hire you.

In fact, many people are more likely to trust an attorney they’ve “met” through video over one whose presence is limited to a static headshot and bio. By addressing client concerns and demonstrating your expertise on camera, you position yourself as approachable and credible—qualities that are invaluable when clients are choosing an attorney.

2. Sets You Apart from Competitors

The legal industry is saturated, and many attorneys still haven’t adopted video marketing. 

By creating high-quality, informative videos, you differentiate yourself from competitors who rely solely on written content. A video provides a dynamic medium to tell your story, share client testimonials, and explain complex legal concepts in an accessible way.

3. Enhances Search Engine Optimization (SEO)

Search engines prioritize video content. 

In fact, YouTube is the world’s second largest search engine (and Google owns it).  Including video on your website or social media platforms can significantly improve your search rankings, driving more traffic to your practice’s online presence. Google’s algorithms favor video because it increases time spent on a page—a key factor in ranking.  They also like to see you using their tools.

Steps to Develop a Video Content Strategy for Your Law Firm

1. Define Your Firm’s Goals

Before creating any video content, identify what you want your firm to achieve. Common goals for attorneys include:

  • Educating potential clients about legal processes
  • Answer commonly asked questions
  • Building trust and credibility
  • Driving traffic to your website
  • Generating leads

Align each video with a specific goal to ensure your efforts are focused and measurable.

2. Know Your Client

Your content should speak directly to your ideal client. Consider their needs, questions, and concerns. For example:

  • Family law clients may want guidance on custody battles or divorce proceedings.
  • Corporate clients might need advice on contracts or government compliance.
  • Personal injury clients could benefit from an explanation of the claims process.

By understanding your audience’s pain points, you can create videos that resonate and provide real value.  You’ll also let your audience get to know you.

3. Plan Your Content Topics

Develop a list of topics that align with your expertise and your audience’s needs. Here are a few ideas:

  • “5 Things to Know Before Filing for Divorce”
  • “How to Handle a DUI Charge in [Your State]”
  • “Understanding Your Rights After a Workplace Accident”
  • “First 5 Steps to Take When Starting a Business”

Aim for a mix of educational, FAQ-style, testimonial and client-centric videos to cover a broad range of interests.

4. Choose the Right Format

There are several video formats you can use to engage your audience. These include:

  • Explainer Videos: Simplify complex legal concepts.
  • Client Testimonials: Showcase real success stories to build credibility.
  • Q&A Sessions: Answer frequently asked questions in a conversational tone.
  • Behind-the-Scenes Videos: Humanize your practice by showing your team, office environment or office events, like parties.

5. Invest in Quality Production

While you don’t need a Hollywood-level production, quality matters. Here’s what to prioritize:

  • Lighting and Sound: Ensure your videos are well-lit and free from background noise.  Consider buying a microphone that will easily connect to your phone.
  • Professional Editing: Clean edits, transitions, and on-screen text can elevate your content.  Check out this article on costs associated with video editing and more for your firm
  • Clear Messaging: Write a script or outline to stay concise and focused.  You can use a teleprompter app on your phone to record the video easily

6. Optimize for Multiple Online Platforms

Your videos should be tailored for the platforms where your audience is active:

  • Website: Embed videos on your homepage, service pages, testimonial pages or within blog posts.
  • YouTube: Use this platform as your video hub and where you upload everything. Optimize titles, descriptions, and tags for SEO.  Try using tools like SEMrush or ChatGPT to figure out the best keywords to target.
  • Social Media: Share short, engaging clips on LinkedIn, Facebook, and Instagram.  Want some ideas for what to post?  Check out this article on law firm social posts.
  • Email Campaigns: Include video links in newsletters or client outreach emails.

Each platform has its own best practices, so adjust your content accordingly. For example, keep LinkedIn videos professional and concise, while Instagram can be more casual and visually engaging.

How to Build Trust Through Video

1. Be Authentic

Avoid using overly technical jargon or reading from a script robotically. The most effective marketing has a seventh-grade education level (or below).

Instead, speak naturally and convey genuine concern for your clients’ needs. Authenticity fosters trust and makes your content more relatable.

2. Showcase Your Expertise

Position yourself as an authority by sharing insights and actionable advice. This doesn’t mean giving away free legal consultations but rather addressing common concerns or misconceptions. For instance:

  • Explain what to expect during a court appearance.
  • Outline the steps in a legal process like estate planning.
  • Talk about your opinion on an ongoing case that is in the news in your area

3. Include a Call-to-Action (CTA)

Every video should end with a clear next step for your audience. Examples include:

  • “Visit our website to learn more.”
  • “Schedule a free consultation today.”
  • “Download our free guide on [topic].”

A strong CTA encourages viewers to take immediate action, moving them closer to becoming clients.

4. Leverage Testimonials

Client testimonials are incredibly powerful. Hearing from satisfied clients can reassure potential clients that they’re making the right choice. Consider creating video testimonials that highlight your expertise and successful outcomes.

Measuring Success and Refining Your Strategy

To ensure your video content strategy is effective, track its performance using these metrics:

  • Views and Engagement: How many people are watching your videos? Are they liking, commenting, or sharing?
  • Website Traffic: Is your video driving more visitors to your site?
  • Lead Generation: Are viewers converting into consultations or inquiries?
  • Phone Calls: Is your firm receiving more calls for consults?

Use analytics tools like YouTube Insights, Phone number tracking like CallRail, Google Analytics, and social media analytics to gather data. 

Based on the results, refine your approach by experimenting with new topics, formats, video lengths, or social platforms.

Final Thoughts on Your Firm’s Video Content Strategy

In an industry where trust and expertise are paramount, video content offers attorneys a unique opportunity to connect with potential clients on a personal level. By creating a thoughtful, well-executed video content strategy, you can set yourself apart from competitors, build lasting relationships, and ultimately grow your practice.

Start small, focus on authenticity, and continuously improve based on feedback and performance. With the right approach, your videos can become a cornerstone of your marketing efforts, helping you reach and resonate with your target audience like never before.

How Much Does Short Form Video Production Cost for Law Firms?

short form videos for law firms

The first question most clients and prospects ask me when it comes to any marketing service is:

How much does it cost?

It’s understandable.  You are running a law firm and you want to know if something is worth your time to even find out about.  Not only that, but it’s almost impossible to find the cost of ANYTHING on most marketing agencies’ websites.  They want you to schedule a “chat” to find out the price.

I don’t like that.  It seems unethical to make someone schedule a meeting so they can hear you pitch just to find out the price…especially if it’s out of a person’s price range – now you have wasted the time of not one, but two people!

These days, short-form video content has become an essential tool for attorneys looking to stand out. Whether you’re scrolling through LinkedIn, Instagram Reels, TikTok, or YouTube Shorts, chances are you consume multiple attention-grabbing clips daily. It’s not just for entertainment; many business leaders leverage this medium to build authority and engage their audiences. 

If you’re a law firm leader, you’ve likely thought about jumping on this trend. 

Imagine how short-form video could showcase your expertise, elevate your firm’s profile, get you more referrals, secure more speaking opportunities, and ultimately generate more leads and clients.

However, while the idea is exciting, the reality of producing high-quality video content can feel daunting. It requires time, consistent effort, and, of course, an investment.

So, how much does it cost to outsource professional short-form video content? 

In this article, we’ll break down all the options for you, helping you decide if it’s the right move for your firm.

Why Are Marketing Agencies Hiding the Cost Of This Service For Law Firms?

The most common and frankly maddening answer I’m guessing that you hear when you ask about cost is:

It depends…

I get it – it’s like trying to get the exact cost of a suit.

Are you buying something off the rack, opting for tailored adjustments, or commissioning a bespoke, made-to-measure piece? 

The price answer depends on the materials, the craftsmanship, and the final fit. And, of course, no one wants to promise a price for a tailored service only for you to balk when it doesn’t include all the extras you expected.

This is especially true with short-form video creation, where there are a lot of options. But as attorneys, you know the value of managing expectations and delivering clarity.

So, before we dive into actual numbers (yes, we will actually share numbers—brace yourself), let’s break down why the cost of short-form video can vary so widely.

Why Does the Cost Vary So Much?

1. Not All Services Are Created Equal
Just like the difference between a paralegal’s work and a senior partner’s expertise, the quality and scope of short-form video services vary. Are you looking for basic editing or an all-inclusive package with scripting, filming, and branding? The price reflects the level of service.

2. What’s Included?
One agency might simply edit a few video clips you supply. Another might script, shoot, and produce a polished video series for LinkedIn, complete with captions, graphics, and legal branding. Make sure you’re comparing apples to apples—or briefs to briefs, as the case may be.

3. Your Input vs. Their Input
Are you handing over all the creative direction, or are you involved every step of the way? The more the agency takes on, the higher the cost—but also, the less time you spend managing the process. For busy law firms, outsourcing more can be worth the investment.

What You’re Really Paying For When It Comes To Video For Your Law Firm

At the end of the day, the cost of short-form video for your firm isn’t just about the video itself. It’s about positioning your firm as approachable, knowledgeable, and trustworthy to potential clients. A great video can pay for itself many times over by attracting the right clients to your firm.

But if you’re here, you’re not just looking for explanations—you want numbers. And we’re not going to leave you hanging. Let’s dive into what you can expect to invest in short-form video creation.

Ready to uncover the details? Keep reading—we’re about to break it all down.

How Much Does Short Form Video Cost For A Law Firm

Instead of “It depends”, I’ll give you a range…You can start at $100 and go the whole way up to $25,000+…keep reading to get exact costs and the services those costs include, I promise it’s worth it.

So, why the huge disparity?

It’s mainly the fact that there are so many ways to create video packages as well as the type of editing that goes along with it.

One of the main costs is who you hire and how much work they are taking on.

A secondary cost is the equipment, if you choose to do the video yourself.

Finally, the overall number of videos that you receive can impact the price as well.  Are you getting two videos or are you getting twenty-five videos?  

So, let’s look at the ways to create video for your firm and the actual costs that you should see.

MARKETING SIDE NOTE 

Remember – short-form video (or any content) isn’t just about checking a box—it’s about driving leads and generating revenue. The true value lies in doing it effectively. 

As we explore the costs involved, also consider the potential consequences of not maximizing its impact. Investing in quality content now could save you from missed opportunities down the line.

Do It Yourself – The First Way To Create Short-Form Video For Your Law Firm

The first option is to just create the videos yourself.  Most people have a phone that can create 4k masterpieces.  You can use your phone with a free/cheap video editing software like Canva or Cap Cut and you’re ready to get started.  (In fact, we have a blog about how you can film a video on your smartphone and turn it into 2 weeks of content.)

This is the cheapest option as you probably already have a phone and you’d just need to invest in a few additional things, like a tripod, lights, a decent microphone and editing software.  You’d also need to have a location to film your videos, which could be your office, a corner of your house or a rented space.  Whatever option you choose, be sure that the background looks nice and complements your video.

The costs for this can vary, but you’re probably looking at a cost of $100-$500.  If you are going to rent a space specifically to shoot, the cost probably will be around $800-$1000.

However, this is the option that will also take the most TIME.  You will have to do everything yourself, which includes recording, editing and posting.  Not only will you be responsible for handling the technical tasks, you’ll also need to plan your content strategy and ensure the videos you create are impactful for your business.  

Fair warning—this process can be quite time-consuming…Based on previous clients, producing about 30 short-form videos could require around 100 hours of work. This includes planning, keyword research, editing, recording and everything else needed to make your videos successful. 

30 short-form videos should cover you for approximately 3 months, if you post videos 2-3 times per week.

So the real question is, what is your time worth to you?

As an attorney, if you bill at the 2024 average of $341/hour, those videos could be costing you over $30k because you are losing out on the ability to bill clients.

Choosing to handle video creation yourself often makes sense for those firms that are just beginning, have limited funds, but can dedicate significant time to creating content and navigating the associated learning process.

However, if spending approximately 100 hours (equivalent to 2.5 full workweeks) could be more profitable by focusing on client work and generating revenue, outsourcing might be a more strategic option.

You should also think about how you want your firm to be represented. Ask yourself if you can produce high-quality content that aligns with the image you want to project. If not, it may be worth seeking professional assistance to ensure your content reflects your expertise and professionalism.

You Shoot The Video, Someone Else Edits It, You Post It – The Second Way To Create Short-Form Video For Your Law Firm

Taking the video editing off your plate is the second way to create video content for your firm.  This option really eliminates having to learn any new software, so it’s much less time-consuming.  Also, the difference between a professional editor and a DIY edit can really make an impact.

The cheapest option would be to find a video editor on a site like Fiverr, where video editing can range from $35 – $500+ per video.  If you went on the low end and chose a $50/video editor, this would still cost you a minimum of $1500 for the 30 videos that you would need for 3 months of posting.

Working with someone on Fiverr that is on the low end of the cost spectrum will still have some challenges and take a bit of time.  You’ll still have to give feedback and describe your video vision to get the edits done to your liking.

Will Using A Professional Video Editor Really Make My Content Stand Out?

Yes!

While AI is increasingly adept at handling straightforward editing tasks like removing sounds, filler words, and long pauses, it’s not a replacement for a person (yet). It can also adjust colors and minimize background noise with ease. Many video editors now integrate AI into their workflow to streamline repetitive tasks and enhance efficiency.

However, professional video editors can take your video to another level with their capabilities.

They can add:

  • Captions
  • B-roll
  • Animation effects
  • Additional images
  • Pop ups
  • And more!

These additions are what really make a video stand out from the rest.

Once the videos are edited, they will be sent back to you for publishing and posting.  You will then need to publish them on a platform like YouTube or Vimeo and schedule them as posts to your social media.

The question in this scenario is – is this time tradeoff worth it?

By spending $1500 for editing, it may allow you to save about half of the 100 hours that we discussed before.  So, you may be spending about 50 hours to create, shoot and post the content as well as working with the video editor to achieve your video vision.  If this is time that you could be billing a client, this still could have an opportunity cost of over $15k.

This option could work for a firm that is ready to take their content to the next level, and has someone that is available to take on the publishing and posting duties.

This middle option where you delegate part of the work can be an excellent strategy for reclaiming your time and elevating the quality of the content you produce. It serves as a balanced middle ground between handling everything yourself and fully outsourcing the process.

Everything is Done For You, Just Show Up For The Video Shoot – The Third Way To Create Short-Form Video For Your Law Firm

This option has everything taken care of for you, except for appearing in the video…AI has come far, but I don’t know that the tech is that good quite yet 😊

Imagine having all your marketing for the next 3 months done and it only required 4-6 hours of your time.

Obviously, this is the most expensive option, and prices can vary here from $3000/month to $25,000+.  The sky really is the limit when it comes to this option.

However, you are getting access to an agency that will typically have:

  • Video Editors
  • Writers
  • SEO experts
  • Designers
  • Directors

This is why the price is so high; you can offload almost all the work.  

Additionally, you’re tapping into the expertise of professionals who know what works because they have done it before and know how to maximize the return on your investment in video content.

IFTS Offers A Content Creation Package That Offers Short-Form Video AND MORE – So What Does It Cost?

You won’t see a wishy-washy answer from us!  

We believe in transparency about the cost of our video content, so you can easily incorporate it into your budget and determine if it’s the best fit for your needs.

We have two options that you can choose from that cover content for 3 months:

  • Done For You [On Location] $13,000 plus tax
  • Done For You [Remote Setup] $9,000 plus tax

Either option has a payment plan that allows you to pay over the three months.  So, the “DFY On Location” package will be $4334/month and the “DFY Remote Setup” package will be $3000/month with no additional fees for paying over time.

What Does Each Package Include?

Everything you need to market your business online over the next 3 months!  Your marketing for an entire quarter is done in less than one day for you.

For both packages, you get:

  • Keyword research report for your area of practice
  • Video planning and strategy
  • Content creation schedule
  • 3 Planning meetings
  • 30 edited videos
  • 30 videos turned into articles for your website (to boost your SEO)
  • Multiple intro and outros so the videos can be reused
  • Image social posts with facts from your videos
  • Videos uploaded to YouTube with optimized descriptions and headings
  • Video and image posts scheduled to appear on your social media, like Facebook, LinkedIn. Google Business Profile, Instagram etc.

For the “DFY On Location” package:

  • We’ll come to your office, set everything up and film you in one day

For the “DFY Remote Setup” package:

  • We will help you set up filming remotely and direct the entire session
  • Prior to filming day, we will do a “set up meeting”, where we will discuss anything needed for filming that you may not have.

 

These packages help you get the most exposure possible by using the content in multiple ways on multiple platforms.

As a bonus, we also include our review request software system at no additional cost.  It can help your firm double the number of reviews you receive per month.

Want Some Help Creating Content For Your Law Firm’s Online Presence?

How was that for a full walkthrough with prices included?

By now, you should have a clear understanding of what goes into the pricing when discussing video content for your law firm.  The price range can vary greatly, but it mainly depends on the level of service that you are looking for.

If you are looking for expert guidance throughout the entire process, our content creation package could be the perfect solution for you!

Fill out this form to get started and set up an introductory meeting.