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.
