Law Firm Video Marketing: What to Film

A law firm should film short answers to the questions clients actually ask, a plain introduction from each attorney, and a tour of how a first consultation works. Skip anything that promises outcomes. Plan one half-day shoot, script bullet points rather than paragraphs, and have a compliance review before anything goes live. This article covers what to film, how to coach attorneys on camera, and the California advertising rules to check. Attorney advertising rules differ by state, so if your firm practices elsewhere, read your own bar's rules.

Rules first: what California says about attorney videos

This is general information, not legal advice. The State Bar of California's Rules of Professional Conduct, Chapter 7, cover communications about legal services. The points that matter most for video:

• Rule 7.1 bars false or misleading communications. A communication is misleading if it contains a material misrepresentation of fact or law, or leaves out a fact needed to keep the whole message from being misleading. The State Bar may also adopt standards that create presumptions in discipline cases.
• Guarantees. The comments to Rule 7.1 say a communication with an express guarantee or warranty of the result is false or misleading.
• Results and testimonials. A comment to Rule 7.1 says that reporting a lawyer's achievements, or a testimonial or endorsement, can be misleading if it creates an unjustified expectation that the same results could be obtained for other clients in similar matters, without reference to the specific circumstances of each case.
• Rule 7.2. A lawyer may advertise through recorded and electronic media, and any communication made under this rule must include the name and address of at least one lawyer or law firm responsible for its content.
• Rule 7.4 and specialties. Rules about how you describe fields of practice and specialization apply. Do not say "specialist" unless you meet the rule's requirements.
• Beyond the rules. Business and Professions Code sections 6150 to 6159.2 and other laws also apply, and so do your duties of confidentiality to clients.

Before you publish, ask your firm's ethics counsel or the State Bar's ethics hotline to review the script and the finished cut. Keep the approved version on file.

What to film

1. 1Attorney introductions (60 to 90 seconds each). Who you are, the kind of matters you handle, what a first call looks like. Plain and calm.
2. 2Answers to common questions (45 to 90 seconds each). One question per video. "What happens after I am arrested?" "How is child custody decided?" "What should I bring to my first meeting?" Pull the questions from your intake calls and your front desk.
3. 3Process explainers. A short walk through how a case moves, from first meeting to resolution, without promising a timeline you cannot guarantee.
4. 4Office and team tour. Show the reception, a consultation room and the people who will answer the phone. This lowers the fear of a first visit.
5. 5Community and event clips. A talk you gave, a clinic you ran, a seminar. These help local search and build recognition.
6. 6Client testimonials, handled with care. See below.

A half-day shoot plan

Record in a quiet room with a closed door. Avoid a backdrop that shows client files or names. Use real shelves and real desk objects, but nothing with a visible case name.

Coach attorneys for the camera

• Write bullets, not scripts. Three points per answer. Read paragraphs and you sound like you are reading.
• Talk to one person. Imagine a client from last month. Look at the lens, not the monitor.
• Start with the answer. "If you are arrested in California, the first thing to know is..." then explain.
• Keep it short. If a topic needs three minutes, make three videos.
• Fix wardrobe and background. Solid colors, no tiny patterns, no flashing jewelry. A real office behind you beats a stock backdrop.
• Take a second pass. The first take is rehearsal. Film every answer twice.

Add captions to everything, because many people watch with the sound off.

Client testimonials: a cautious approach

Testimonials are the part most likely to cause problems.

• Get written consent from the client to be filmed and for the use of their name, image, story and words, including where and for how long the video will run.
• Protect confidentiality. A client can waive confidentiality, but you must make sure the waiver is informed and covers what appears on camera. Do not disclose case details the client did not approve.
• Do not imply a result. The State Bar's comments warn about testimonials and results that create an unjustified expectation. Ask your ethics counsel whether a disclaimer is needed for your video, and what it must say.
• No paid or scripted praise. Do not pay for a testimonial or write the client's words for them without checking the rules, including those on giving anything of value for recommendations.
• Do not dramatize without checking. Re-enactments and actors playing clients raise their own rules in California, so ask before filming them.

Many firms get more value from attorney explainers than from testimonial videos, because explainers carry less risk and answer the search questions people type.

Where each video goes

• YouTube. Use a clear title that matches the question, a plain description, and chapters if the video is long. Our YouTube SEO guide covers titles and descriptions.
• Your website. Put each FAQ video on the matching practice area page, next to the written answer.
• Google Business Profile. Add a short clip of 30 seconds or less, within Google's size and resolution limits.
• LinkedIn and Instagram. Cut 30 to 45 second versions with captions. For B2B and referral work, see our LinkedIn video guide.

Put the firm's name and address in the on-screen end card or description so each video carries the required identification.

What affects the quote

Factors: the number of attorneys and videos, whether you want a full office tour or testimonials, how many cuts and platforms, caption and edit time, and how long the footage will be used. We do not quote ranges here because each firm is different.

Want a person to help?

If you want a half day of well-lit, calm video that your compliance reviewer can approve, we can plan the questions with you, film, edit and caption. See our video production service, the page for law firms, or contact us and a real person will reply.