Keith L. Magness
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45%
Increase in Conversions
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30%
Increase in Revenue
Project Overview
In this next installment of our legal video marketing success series, we sat down with New Orleans, Louisiana car, truck, and motorcycle accident attorney, Keith Magness, to discuss his firm, his decision to invest in video, and the results he’s seen after implementing his law firm’s videos.
Digging down into the reasons why he decided to invest, here’s how Keith increased overall revenue 30% and website conversions 40%-45% while spending less than 1% of his top competitors’ marketing budgets:
Challenge
Keith was looking for a better way to connect with potential new clients in an otherwise impersonal digital world. Keith believed video allows your emotion and passion to come through, and for those thinking of hiring the firm to see exactly who and what they’ll get if they do.
We asked Keith why he chose Crisp over a number of other legal video vendors:
Many companies I interviewed had good equipment and could provide good quality video and sound. But Crisp’s end product stood out.
Making a video about my personal story, and why I focus my practice on auto accident injury law was a big and emotional decision for me, and I wanted it done right.
Keith Magness, Magness Law Firm
Strategy
Keith Magness worked with Crisp to create multiple videos for his law firm that introduced Keith’s personal backstory, his expertise within his market, and his compassion for his clients.
Keith’s decision to focus on personal injury law (specifically auto accident injury law) is deeply rooted in his personal life. Keith lost his mom in a car accident as a young man, and he’s since dedicated his career to fighting for those who have been injured or killed in similar tragic situations.
This story was as emotional as it was impactful, and Keith wanted it done right. So, he came to Crisp to produce a number of videos that would tell his story while establishing Keith as an authority figure.
Making a video about my personal story, and why I focus my practice on auto accident injury law was a big and emotional decision for me, and I wanted it done right.Keith Magness (Owner, Keith Magness Law)
Impact
We checked in with Keith after the launch of his video campaign to see what impact his videos had made on his firm:
Revenue is up approximately 30%, and we are seeing more of our model clients approach and retain our firm.
Overall conversion rates for our digital advertising have increased from an average of 24% to 40-45%.
We’ve even had months where we’ve converted 60%.
For those potential new clients who viewed our videos, the sales process is much, much easier. This is because they already have a feel of who we are and why we do what we do, and know we are in this based upon my individual experience with the system, and not simply to make a buck off their injury or loss.
I’ve actually had folks tell me that after they saw my story video, they knew I was the attorney for them.
One lady, after seeing our video, cancelled her appt with another attorney to come see us instead because she connected with my story.
I believe our videos have had a direct impact on our online conversion rates which, on average, have nearly doubled.
This has led to more signups. Given the typical life cycle of our cases, and the fact our story and brand video went live in October, 2016, I cannot specifically quantify the financial impact as of yet.
But I can tell you we are meeting with and being hired by more individuals who mirror our model client profile.
Based upon the average value of our cases, I’d guesstimate we’ll easily see at least a 10x ROI on spend within 12-18 months of going live with the videos.
As a solo attorney, Keith has to be smart with where he invests his resources. After all, he only spends around 1% of the marketing budgets of some of the larger firms in the New Orleans market – some of whom spend upwards of $1,000,000 a month on advertising.
My experience was amazing, and I’m sure I’ll be back in the future as I know what I’ll get for my money – top-notch work.
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45%
Increase in Conversions
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30%
Increase in Revenue
Overall conversion rates for our digital advertising have increased from an average of 24% to 40-45%. We’ve even had months where we’ve converted 60%. For those potential new clients who viewed our videos, the sales process is much, much easier. I’ve actually had folks tell me that after they saw my story video, they knew I was the attorney for them.
Keith Magness (Owner, Keith Magness Law)
