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 Often Should Lawyers Post on LinkedIn? The Data-Backed Answer for Small Law Firms

Over 1 billion professionals are on LinkedIn, but only 2% of them post content weekly. For small law firms, this is a huge opportunity to stand out. However, If you’re like many attorneys, you know you should be posting more on LinkedIn, but you aren’t quite sure how often is enough — or what to post.

A common worry that we hear is that you might “annoy” your followers. However, unless your post goes viral, it is typically seen by less than 6% of your overall network.

You might also worry about running out of ideas or simply not having the time to keep up with it all.

When it comes to LinkedIn, here’s the thing: the more consistently you post, the more visibility and engagement your law firm will get.

This isn’t just a hunch — it’s backed by data, which we are about to show you

In this article, we’ll cover:

How often lawyers from small to mid-sized firms should post on LinkedIn for maximum engagement
The exact numbers behind why posting frequency matters
What types of content perform best for attorneys
A simple way to keep your firm visible without spending hours each week creating posts

Why LinkedIn Matters for Lawyers

LinkedIn is no longer just a place to upload your resume.

For attorneys and law firms, it’s a powerful platform for:

Attracting new clients who search for answers and help directly on LinkedIn and Google
Building referral relationships with other professionals
Demonstrating credibility and expertise to potential clients and colleagues
Staying top-of-mind with past clients and your local network

With over 1 billion members worldwide and a professional audience that trusts the platform, LinkedIn is one of the best places for small law firms to market themselves – especially when you don’t have a huge ad budget.

However, there’s a catch: having a profile isn’t enough.

To get real results, you need to post regularly.

Let’s Get Into The Data: Why Posting More Drives More Engagement

A recent study by Buffer analyzed thousands of LinkedIn accounts to see how posting frequency affects reach and engagement.

The results were clear:

Takeaway:
Posting just 2-5 times per week results in a noticeable boost in visibility!

Attorneys that go beyond 6 posts per week see exponential growth — up to 3× more engagement compared to posting only once per week.

This growth happens whether you have 200 followers or 20,000. In other words, small firms benefit just as much as large firms.

For small law firms, this means that even a modest increase in posting frequency can dramatically expand your visibility — without spending more on ads!

How Often Should You Post on LinkedIn as an Attorney?

If you belong to a firm with 10 or fewer attorneys, here’s a realistic way to think about posting frequency:

Starter Plan: 2-3 posts per week
Great for attorneys just getting started or testing out LinkedIn marketing. This keeps you visible without overwhelming you
Growth Plan: 5 posts per week
Ideal for attorneys ready to build momentum and generate consistent engagement.

Accelerated Plan: 6-10 posts per week
For attorneys with lots of stories to share or using outside help (like a marketing partner), this level maximizes reach and lead generation.

If you’re currently posting only once or twice a month, aim to start small and ramp up gradually. Consistency matters more than perfection.

What to Post on LinkedIn: Ideas Just for Attorneys

One of the biggest questions lawyers always have is: “What do I even post about?”

Here are proven content types that work well for law firms:

1. Educational Tips & FAQs

Example: “What to Do If You’re Involved in a Car Accident: 3 Quick Steps”
These establish you as a trusted expert while being genuinely helpful.

2. Myth-Busting Posts

Example: “3 Common Misconceptions About Estate Planning”
Great for engagement because they spark curiosity.

3. Behind-the-Scenes Firm Culture

Showcase your team, firm events, or community involvement to humanize your practice. Clients love to see the “human” side of the firm.

4. Case Studies or Success Stories

Share anonymized examples of how you’ve helped clients.

5. Video Clips

Short, educational videos get higher engagement and help prospects feel like they “know” you before ever meeting you.

Here’s an example from one of our clients: https://www.youtube.com/watch?v=xsDLQDPM47c

6. Thought Leadership Commentary

Weigh in on current news stories or new laws that affect your clients.

Pro Tip:
LinkedIn’s algorithm tends to favor video and carousel (multi-page PDF) posts, so mix in these formats for even more reach.

(Want even MORE ideas on what type of posts to create? Checkout our post on the 18 top social media post types for law firms.)

Best Days & Times to Post on LinkedIn

While every audience is different, Buffer’s research found that:

Tuesdays and Thursdays are strong posting days
Mid-morning (10-11 AM) is often the sweet spot for visibility

The key is to post consistently and track your own analytics to see when your network is most active.

Overcoming Common Roadblocks To Posting

Most attorneys don’t post regularly on LinkedIn because of three common challenges:

“I don’t have time.”
Running a law firm is a full-time job. Social media often falls to the bottom of the list.
“I don’t know what to say.”
Coming up with post ideas week after week can feel overwhelming.
“I don’t want to mess it up.”
Concerns about compliance and professionalism can create hesitation.

The good news? All of these can be solved with a clear plan — or by hiring a trusted partner.

Why Outsourcing Your LinkedIn Marketing Might Make Sense

You went to law school to practice law, not to spend hours brainstorming LinkedIn content. That’s where we come in.

At IFTS, we specialize in helping small law firms like yours stay visible online without adding to your workload.

Our Video Content Marketing Package uses AI video technology to create an “AI twin” of you — so it’s your face and voice on the content, but we handle all the work.

Here’s what that means for your firm:

We produce engaging, on-brand videos based on your expertise.
We repurpose those videos into LinkedIn posts and other formats.
We schedule and post them at the optimal times for maximum engagement.
You stay focused on serving clients while we grow your online presence.

It’s the easiest way to maintain a 5-10 post per week schedule that drives real results — without ever having to hit “record” or write captions yourself.

Start Posting More on LinkedIn Today!

LinkedIn is one of the most powerful marketing tools available to small law firms today. The data is clear: posting more often leads to more engagement, visibility, and ultimately more clients.

Start by committing to just 2-3 posts per week and build up from there. When you’re ready to maximize growth without sacrificing billable hours, consider partnering with IFTS to handle the strategy, content creation, and posting for you. You can schedule a FREE strategy session here: https://iftsdesign.com/get-more-clients

Because the more your firm shows up on LinkedIn, the more opportunities you’ll create — and the easier it becomes to grow your practice.

How to Add a Second Website to Your Google Analytics Property: A Step-by-Step Guide

Adding a second website to an existing Google Analytics property is a common task for many digital marketers and website owners. Whether you’re managing multiple sites for a client or expanding your online presence, the good news is that you can easily track multiple websites under the same Google Analytics account.

In this comprehensive guide, we’ll walk you through the step-by-step process of adding a second website to your Google Analytics property, ensuring all your data is accurately tracked and easily accessible.

Why You Might Need to Add a Second Website to Google Analytics

Before diving into the how-to, it’s important to understand why adding a second website to your Google Analytics property might be beneficial. By consolidating your websites under a single Google Analytics account, you can:

Streamline Data Management: Monitor multiple sites without switching between accounts.
Comprehensive Reporting: Compare performance metrics across different websites from a single dashboard.
Centralized Data: Simplify the process of analyzing traffic sources, user behavior, and conversion rates across all your sites.

Getting Started: Preparing to Add a Second Website

Let’s assume you already have a Google Analytics property set up for your main website. Now, with the launch of a second website, you’ll want to ensure both sites are tracked under the same account. This makes it easier to manage and compare data across multiple properties.

Step 1: Creating a New Google Analytics Property

The first step in adding a second website is to create a new property within your existing Google Analytics account. Follow these instructions:

1. Access the Admin Section:

2. Create a New Property:

Under the “Property” column, click on the “Create Property” button.

3. Enter Website Details:

Provide the necessary information for your new website, including the website name, timezone, industry category, and business size. This information helps Google Analytics tailor reports and insights specific to your industry.

4. Choose Business Objectives:

For this example, we chose to receive reports that examine user behavior on how they use the website.

5. Data Sharing Settings:

Choose the appropriate data sharing settings. These settings determine how your data is shared with Google and other services.

6. Set Up the Data Stream and Finalize the Setup:

Obtain the URL of your client’s homepage from Go HighLevel. Navigate to Sites > Websites, and copy the homepage URL.

Remove the “https://” prefix and paste the URL into the provided field. Name the property using your client’s name plus the word “website.”

Click “Create” to complete the setup process for the new property.

Step 2: Installing the Google Analytics Tracking Code on the Second Website

With your new property created, the next step is to install the Google Analytics tracking code on your second website. This code is essential for tracking visitor data and activity on your site.

1. Locate the Tracking Code:

In your new property, navigate to the “Tracking Info” section and copy the tracking code snippet provided by Google Analytics.

2. Insert the Code into Your Website:

Access the backend settings of your second website. Paste the tracking code into the header section of your site, just before the closing </head> tag.

In this case, we are accessing the website using GoHighLevel.

Go to Go HighLevel: Navigate to your client’s website settings in Go HighLevel.
Paste Tracking Code: In the main website settings, paste the tracking code into the “Head Tracking Code” section.
Save Changes: Click “Save” to apply the changes.

Step 3: Verifying the Installation of the Tracking Code

To ensure that your Google Analytics tracking code is working correctly on the second website, it’s crucial to verify the installation.

1. Test the Tracking Installation:

Return to the Google Analytics interface and click on “Test Track Installation” within the “Tracking Info” section.

2. Confirm Successful Tag Detection:

If the tag is detected correctly, you’ll receive a confirmation message indicating that Google Analytics is successfully tracking data from your second website.

Initially, you may see a message indicating that data collection is inactive. This is normal and should resolve within 48 hours. After this period, Google Analytics will start tracking visitor activity, including metrics such as bounce rate and session duration.

What’s Next? Managing Multiple Websites in Google Analytics

Now that you’ve successfully added a second website to your Google Analytics property, you can enjoy the benefits of centralized data management. Here are a few tips for managing multiple websites:

Utilize Filters: Set up filters to segment data by website, allowing you to analyze each site individually.
Custom Dashboards: Create custom dashboards for each website to focus on specific metrics relevant to each site’s goals.
Set Up Goals: Define goals for each website to track conversions and other key actions.

Adding a second website to your Google Analytics property is a straightforward process that can greatly enhance your ability to manage and analyze multiple sites. By following the steps outlined in this guide, you can ensure that all your websites are accurately tracked, providing you with the insights needed to optimize performance.

If you found this guide helpful, be sure to check out our other resources on Google Analytics and digital marketing strategies. Have any questions or need further assistance? Leave a comment below or contact us directly—we’re here to help!