Testing the Value of Video How an Insurance Firm Doubled Conversion Rates Using Video Blyth Valley needed to do something to set itself apart from its competition. The insurance brokerage was the first in the UK to move sales online, but soon its competitors were right there with it. It turned to online video to capture website visitors' attention and sell policies. >> Read the Case Study

When people require the professional services of an accountant, attorney or other type of professional services provider, they are really looking for a knowledgeable, approachable individual they can talk to, not just a firm. Even if your website articulately communicates your expertise and experience, you remain just another faceless company to a prospect who has never met you, your colleagues, or one of your satisfied clients.

To counteract that dilemma, proactive service providers are now placing videos on their websites to show the people behind the firm. Some of these videos feature the firm's professionals reaching out to website visitors and connecting with them on a personal level. Other firms have posted video testimonials, with actual clients telling powerful success stories.

Videos are a strong marketing tactic for any type of professional services firm. With today's technology, you can easily produce them in-house or you can inexpensively outsource their production to a video specialist. Either way, here's what you need to know to get started.

Put Someone in Charge

Your firm's size and structure will determine who should be involved in implementing the video production. Regardless of how many people will provide input, it's important to appoint one individual who directs the entire effort. A marketing staff member or strong administrator can coordinate schedules for meetings and facilitate discussions to make sure everyone's insights are taken into account but don't stop the show. If your coordinator also happens to be good at handling a camera and uploading video to the website, that's even better.

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