Speaking human is more than language: It's how you interact
When you research an attorney online, you expect to see the usual stuffy website components: a formal headshot, an overview of her resume, and a discussion of her expertise. But the Levenfeld Pearlstein law firm decided to add something that better expressed its personable culture: one-minute video vignettes in which lawyers do the unexpected: recount a childhood memory, for instance, or show off a trophy from an annual chili cook-off.
"We saw these videos both as a way to differentiate who we are, and also to start the relationship off right," said Andrea Crews, the firm's director of marketing and business development. "They're a way to tell our story."
As you create innovative content that speaks to your customers in their vernacular, consider the following three things that Levenfeld Pearlstein got right.