Category: email marketing

How to Make a Law Firm Video With Your Phone and ChatGPT

If you run a family law or estate planning firm with two to ten attorneys, and you’ve been meaning to start making videos but never have the time, this guide is for you. With a short clip from your phone and ChatGPT, you can have a finished, professional video in about 20 minutes.

Most attorneys we work with have tried video before. Some made five or six, and then court and clients took over and the gas ran out. That isn’t a discipline problem. It’s a systems problem at the editing stage. Editing just takes too long.

So we tested several AI tools to find the fastest way for a busy attorney to get from ‘I recorded something’ to ‘likes and comments’. Below is the process we landed on, including the prompts you can copy and paste.

One thing to be clear about: AI isn’t writing you a script, and it isn’t giving legal advice. These are your words and your expertise. It’s you. AI only handles the editing.

How to Make Your Video

The process has six steps and one optional bonus.

Step 1: Choose What to Talk About

Choose one question your clients ask you all the time, especially new clients. Questions like “How long does a divorce take in [STATE]?” or “Do I need a will if I don’t own much?”

Answer it in one to three minutes, the way you answer a client’s question when they’re sitting across from you.

Step 2: Record Yourself on Your Phone

You don’t need a studio. A few simple choices make a phone video look and sound professional:

  • Turn the phone sideways. That gives you the horizontal format YouTube and your website use.
  • Face a window. The light should be in front of you, not behind you.
  • Keep the phone at eye level. A stack of books works fine.
  • Choose a quiet room. Sound matters more than picture. If you buy anything, make it a $20 clip-on microphone. Your phone can then sit wherever you want it without needing to be close enough to pick up your voice.
  • Don’t start over when you stumble. Pause, take a breath, and go back to the start of your previous sentence. The AI editor will cut the mistake later.

Step 3: Get the Video Onto Your Computer

AirDrop it, email it to yourself, or upload it to Google Drive. Use whatever method you already use for photos.

Step 4: Edit It in ChatGPT

On your computer, open ChatGPT and upload your video. Then copy and paste this prompt:

“Edit this video for my law firm’s YouTube channel. Trim the dead air at the beginning and end, remove long pauses and filler words like “um,” remove nonverbal sounds like me clearing my throat, if I retake a line remove the incomplete duplicate, and add clean captions. Adjust the color & lighting to create a professionally-lit scene & subject. Keep everything I said and don’t change my words. No background music.”

Press enter and let it work. In our test, the edit took about four minutes.

Step 5: Make a Few Small Fixes

If something isn’t quite right, tell ChatGPT in plain English. For example:

 
  • “Cut the part at 1:12 where I repeat myself.”
  • “Make the captions larger.”
  • “Add a contact card at the end with my firm name and phone number.”

That’s all it takes. There’s no editing software and nothing new to learn. It’s a series of clean, repeatable steps that let you focus on sharing your expertise with current and future clients.

Bonus: Add a Piece of B-Roll

If you’d like a little variety, you can add b-roll. B-roll is a short clip of something other than you talking, such as a family walking in a park or someone signing documents. Tell ChatGPT where to put it and for how long:

“At 0:45, show a five-second clip of a family walking in a park while my audio keeps playing.”

Limit it to one or two clips. You are the reason people are watching.

Step 6: Upload Your Finished Video

From raw phone video to finished edit, our test took about 20 minutes. Now upload it to YouTube, LinkedIn, Facebook, and your website. That’s one video in four places.

For the title and description, go back to ChatGPT. You give it your practice area, your city, and the question you answered in the video. It gives you five title options and a short description that ends with your phone number and website. Paste this prompt + [fill-in your information]:

“Write five YouTube video titles under 60 characters that a potential client might search for, and a short description that ends with my [PHONE NUMBER] and [WEBSITE] based on this question: [QUESTION]. I’m a [PRACTICE AREA] attorney in [CITY, STATE]. Use plain language, don’t give legal advice, and don’t promise results.”

Then edit the text output so that it is your voice. The prompt also tells ChatGPT not to give legal advice and not to promise results, which keeps the output consistent with your bar’s advertising rules.

What to Do Next

Record one video this week. Choose the question you answered most often last month and follow the steps above. Your first video won’t be perfect, and it doesn’t need to be. It needs to be clear, accurate, and posted.

In our next post, we’ll show you how to turn one batch of law firm videos into a blog post series, social clips, and captions that keep establishing your credibility long after the first video is made.

If you’d rather have someone handle all of this for you, that’s what we do at IFTS Design. We work only with small law firms. Contact us here (https://iftsdesign.com/contactus). The link goes straight to our contact page, with no initial form to fill out.

Law Firm Video Retargeting: Bring Website Visitors Back

How Law Firms Can Use Video Retargeting to Bring Website Visitors Back

Someone visits your law firm’s website. They read your divorce page or your estate planning page. Maybe they even look at your attorney bio.

And then they leave.

That doesn’t necessarily mean they chose another firm. They may have been interrupted, needed to speak with a family member, or simply not been ready to contact an attorney yet.

But if you never reach them again, you’re relying on that person to remember your firm when they are ready.

This is one of the biggest opportunities we see small law firms overlooking. You may already be getting interested people to your website. The question is what happens after they leave.

Start With One Question Your Attorney Already Answers

Let’s say you’re an estate planning attorney. You record a three-minute answer to a question you hear all the time: “Do I need a trust, or is a will enough?”

You could upload the video to YouTube and hope someone finds it. That’s a start. But you’ve already put your time and expertise into the answer. 

Why use it only once?

At IFTS, we would also turn that answer into a blog post, embed the video on a relevant page of your website, and pull out a shorter clip for social media. Someone researching wills and trusts now has several ways to encounter your explanation. They can read it, watch it, or come across a short excerpt while scrolling.

That’s the organic side of the strategy. It gives your answer more than one place to live and more than one chance to be useful. We walk through other ways to use a single recording in our article on turning YouTube videos into law firm leads.

But what about someone who has already visited your website and left without calling?

What Is Video Retargeting for a Law Firm?

Retargeting is a way to show ads to an eligible audience of people who previously interacted with your website or content. Google’s explanation of audience segments, for example, includes past website visitors and people who have interacted with a business on Google or YouTube.

Instead of showing those people another generic “Call us today” ad, you could show them a short video of an attorney answering a helpful question.

Imagine someone visited your estate planning page but wasn’t ready to book. Later, they encounter your attorney explaining what factors to consider when deciding between a will and a trust. They’ve seen your firm’s name before. Now they can hear how you explain an issue they’re researching.

Depending on the campaign setup and audience eligibility, a firm may be able to use video to reconnect with interested people across YouTube, other Google ad placements, Facebook, and Instagram. Each platform has its own setup and rules, so this takes more thought than uploading the same ad everywhere.

The goal is to offer another useful interaction with your firm while someone is making a decision.

Because this is legal marketing, privacy and wording matter. A video ad should answer a general question without assuming or announcing anything about a viewer’s personal legal situation. The firm should also review its ads against the applicable platform policies and state attorney advertising rules.

Why Show an Attorney Video Instead of Another Generic Ad?

Think of someone comparing three law firms. Each firm has a professional website. Each might also run an ad asking the person to schedule a consultation.

Now imagine one attorney appears on video and explains what happens during the first meeting. The person can hear the attorney’s voice and get a sense of how they communicate. If the answer helps, that person has a reason to return to the website when they’re ready to take the next step.

That’s why we don’t look at attorney videos as a way to collect views. We want the right people to see a useful answer and feel more comfortable contacting the firm.

The video also needs a clear next step. After watching, someone should be able to reach a relevant practice area page, learn about the consultation process, or contact the firm easily. Our article on turning YouTube views into actual clients explains why that path matters.

How IFTS Used Video as Part of a Larger Law Firm Marketing System

We used this approach as part of a broader marketing system for Bononi & Company, a Pennsylvania law firm.

Their attorneys answered common legal questions on video. We turned those answers into blog posts, shared them on social media, placed them on YouTube, and used videos in retargeting ads.

Across the broader digital campaigns, we tracked more than 1,530 calls and contact form submissions. Their YouTube videos received more than 17,000 views. Those results are from the combined marketing system; they aren’t results we can attribute to retargeting alone.

That’s why this example matters to us. Search and ads helped people find the firm. Blog posts and videos answered their questions. Retargeting provided another opportunity for interested people to see the attorneys before deciding whether to reach out.

No single video or ad gets all the credit. The strategy is in connecting the pieces.

How to Choose Your First Retargeting Video Topic

If your firm already gets website visitors, ask yourself:

What would those visitors benefit from hearing from us before they decide to call?

The answer might be:

  • “What happens at our first consultation?”
  • “How long does probate usually take?”
  • “What affects the cost of a divorce?”

Choose a question that matters to the clients you want to serve and that you can answer clearly without knowing the details of a particular case.

Then use the answer in more than one place: on your website, in a related blog post, in shorter social clips, and, where appropriate, in a thoughtful retargeting campaign. If you need a framework for planning the topics and measuring the results, see our video content strategy guide for law firms.

Make More of the Website Traffic You Already Have

Putting this together takes time. You need to choose topics, edit the recordings, add captions, create blog posts and clips, set up eligible ad audiences, and track whether people actually contact the firm.

That’s the work we handle at Integrity First Technology Solutions. Our process can turn four short attorney answers each month into YouTube videos, blog posts, short clips, and content for organic and paid distribution – with 30 minutes or less of your time per month.

You already have the expertise. You’re already answering these questions. We help those answers reach people who are considering your firm, including visitors who weren’t ready to call the first time they saw your website.

Want to see how that could work for your law firm? Book a call with IFTS.

How Law Firms Can Use AI Ethically for Marketing (Without Getting Burned)

Key Takeaway

AI is not replacing attorneys—but it is helping law firms scale the content and expertise they already have more efficiently. When used ethically, AI can help firms repurpose approved blogs, FAQs, videos, and attorney insights into marketing assets that save time and improve consistency. The key is using AI to support human expertise—not replace it.

A few years ago, attorneys made headlines after submitting court filings that cited fake cases generated by AI. The judge was not amused. The attorneys were sanctioned, fined, and the story quickly spread across the legal industry. Reuters covered the situation here.

And honestly? 

That story is one of the reasons many attorneys hear the term “AI” and immediately think:

“Yeah…absolutely not.”

Which is understandable.

Because if AI is used carelessly, it definitely can create problems.

But here’s the thing: That wasn’t really an AI problem.

It was a how-you-use-it problem.

And I think that distinction is incredibly important for law firms right now.

AI Has Become a Buzzword (Which Is Part of the Problem)

At this point, it feels like every company on earth is talking about:

  • AI
  • ChatGPT
  • Gemini
  • Grok
  • Perplexity
  • Avatars
  • AI twins
  • automation

…and because of that, the conversation has become either:

  1. wildly overhyped
    or
  2. unnecessarily scary

But at a very basic level, most AI tools are really just systems designed to help process, organize, and repurpose information faster.

That’s it.

And from a marketing standpoint, that can be extremely useful for law firms.

Can Law Firms Use AI Ethically for Marketing?

Yes—but the key word is ethically.

There is a massive difference between:

  • using AI to help organize and distribute approved content
    and
  • blindly publishing AI-generated legal information without attorney oversight

The firms that are using AI successfully right now are typically using it as:

  • a time-saving tool
  • a content repurposing tool
  • or a consistency tool

Not as a replacement for actual legal expertise.

And honestly, that’s where I think a lot of the public conversation around AI gets off track.

AI should support human expertise—not replace it.

Where AI Actually Makes Sense for Law Firms

One of the biggest misconceptions right now is that AI is supposed to replace attorneys.

That’s NOT how we think law firms should use it at all.

In our opinion, the best use of AI for law firms is helping distribute and scale expertise the attorney already has.

For example, most firms already have a huge amount of valuable content sitting around:

  • blog posts
  • FAQs
  • webinar recordings
  • newsletters
  • consultation explanations
  • speaking engagements
  • intake conversations

The problem is not usually a lack of expertise.

The problem is that attorneys don’t have enough time to consistently turn all of that information into marketing assets.

That’s where AI becomes useful.

Practical Ways Law Firms Are Using AI Right Now

When used correctly, AI can help law firms:

  • turn blogs into video scripts
  • repurpose FAQs into social media posts
  • create YouTube descriptions
  • summarize webinar transcripts
  • generate email follow-up sequences
  • organize content ideas faster

And that time savings adds up quickly.

For example, instead of spending hours manually rewriting a blog into multiple pieces of content, AI can help your team create a first draft in minutes.

That does not mean the attorney should blindly publish everything AI generates.

It simply means the firm can move faster operationally.

And honestly, for many law firms, consistency is one of the biggest marketing challenges.

The Ethical Line Matters For Law Firms

This is the part that really matters.

There’s a massive difference between:

  • using AI to scale approved attorney messaging or existing content
    and
  • using AI to invent legal advice

Those are not the same thing.

At IFTS, the way we recommend using AI is actually very controlled.

For example, when we help firms create AI avatar videos or AI twins, we only allow the AI to say things the attorney has already said.

Usually, we start with:

  • existing blogs
  • approved FAQs
  • webinar recordings
  • previously recorded attorney content

Then we use AI to help repurpose that material into:

  • YouTube videos
  • social clips
  • educational content
  • follow-up sequences

The AI is not inventing legal opinions or creating legal strategy.

It’s helping the firm scale information the attorney has already approved.

That distinction is extremely important.

AI Avatars Are Probably Less “Fake” Than People Think

A lot of attorneys hear the term “AI avatar” and immediately picture some completely fake lawyer giving legal advice online.

That’s not what we recommend at all.

The reality is that modern AI avatar platforms like HeyGen are essentially content scaling tools.

An attorney can record once, and then the firm can create multiple educational videos from that approved content without constantly filming new material every week.

And honestly, that solves a very real operational problem.

Because most attorneys:

  • do not have time to film constantly
  • do not want to spend hours editing content
  • and are not trying to become full-time influencers

They’re trying to run a law firm.

The Real Advantage of AI: Consistency

In our experience, the biggest advantage AI gives law firms is not “magic.”

It’s consistency.

Most firms already know enough to create valuable content.

The challenge is:

  • creating it consistently
  • distributing it consistently
  • and staying visible consistently

AI helps reduce the operational bottleneck behind all of that.

For example:

  • one webinar can become multiple blog posts
  • one FAQ can become a short-form video
  • one long-form video can become weeks of social content

That kind of repurposing can dramatically increase the amount of visibility a law firm gets from content it has already created.

And visibility matters.

Because the firms that consistently show up are often the firms that stay top-of-mind when someone finally needs legal help.

You can see how we approach this in:

Where Law Firms Should Be Careful

Now, with all of that said, there are absolutely places where AI should not be used carelessly.

For example:

  • blindly publishing AI-written legal content
  • relying on AI legal research without verification
  • allowing AI to create information the attorney never reviewed
  • using AI-generated content without human oversight

That’s where firms can get themselves into trouble.

AI should support human expertise—not replace it.

And honestly, I think that’s the biggest takeaway here.

The firms that are going to benefit most from AI are not the firms trying to replace humans.

They’re the firms using AI to amplify human expertise more efficiently.

The Bottom Line When It Comes To AI

AI is not some magical replacement for attorneys.

But it is becoming an incredibly powerful tool for:

  • saving time
  • improving consistency
  • scaling approved messaging
  • and helping firms distribute their expertise more efficiently

And I think the firms that approach AI thoughtfully—and ethically—are going to have a major advantage over the next few years.

Not because AI replaces expertise.

But because it helps more people see it.

Want Help Implementing This Ethically?

At IFTS, we help law firms use video, AI, and content marketing systems to generate more visibility and more consultations—without creating more work for the attorneys themselves.

If you’d like to see how we’re implementing this for firms right now, you can check out our:  Law Firm Client Kickstarter Kit

We only work with one law firm per practice area per county, so availability is limited.

Frequently Asked Questions

Yes. Many law firms are using AI ethically to help repurpose approved content, organize marketing materials, create video scripts, and improve consistency. The key is ensuring attorneys review and approve the content before publishing.

AI avatars can be used ethically when they are based on approved attorney content and are not inventing legal advice. Many firms use AI avatars to scale educational marketing content without constantly filming new videos.

Law firms should avoid blindly publishing AI-generated legal content, relying on AI without attorney review, or using AI to create legal advice that was never approved by an attorney.

Yes. AI can help law firms turn blogs, FAQs, webinars, and recorded content into video scripts, social posts, email sequences, and other marketing materials much more efficiently.

No. The most effective use of AI in legal marketing is supporting and amplifying human expertise—not replacing it.

In many cases, the biggest advantage is consistency. AI helps firms create and distribute content more efficiently so they can stay visible without dramatically increasing workload.

This article is for general marketing education only and is not legal ethics advice. Law firms should review AI usage under their applicable bar rules and internal policies.