Skip to Main Content

Exhibit A: Visual Content Strategy for Law Firms


Your Honor, members of the jury, I present to you Exhibit A: undeniable proof that visual content is essential in legal marketing.

We don’t have to tell lawyers how much sway visuals have in the courtroom, but we do have an obligation to tell you they have the same impact on your clients and leads. The right video or infographic can be the tipping point between a passing glance and genuine engagement and connection between your brand and your audience. Visuals don’t just look pretty—they persuade, creating an emotional and memorable impression that words alone often can’t. Lawyers know all too well the power of words, but what about the language of visuals? Here’s our argument for a robust visual content strategy for your firm.

Power of Visual Evidence in Law and Marketing

A picture is worth a thousand words—tired, sure, but could this post even exist without it? The saying’s been around since the glory days of print media, so we know you’ve heard it. But it’s stuck around for a reason: it’s just as true—if not more so—when it comes to digital content. We live in fast-paced, speed-scrolling times, with an endless flood of information coming at us from all angles. Our generation sees more content daily than any generation before, but not everything we lay eyes on sticks. Retention rates vary for a number of factors, but we do know that the human brain can process visuals up to 60,000 times faster than text.

This brings us to our central argument: In a profession as complex and information-heavy as law, visual content is essential for legal marketing.

SEO Benefits

Visual content isn’t just about looking good—it’s about being seen. High-quality on-page graphics across your website and landing pages increase the time users spend on your site. This signals to Google that you’re an authority in your field and, in turn, creates a positive feedback loop: Google boosts your visibility, more users engage with your site, which, in turn, attracts backlinks from authoritative sources—continuously reinforcing your domain’s credibility. An ouroboros of SEO success. 

Visuals also routinely perform better on socials (compared to text), which positively affects SEO too. Not only do optimized captions give you a boost, but running paid ads on socials (with high-quality, engaging visuals) also directly translates to improved SEO. We’ve also seen firsthand how traction on socials can boost branded searches, in addition to overall brand awareness. We cover our findings here:

Social Engagement Boost

Have you noticed how even traditionally text-based social media platforms such as X (RIP, Twitter) and Reddit are overwhelmingly filled with visual content? That’s because what works, works—and visual content consistently outperforms text-only posts. Today on Facebook, image-based posts perform better than both text- and video-based posts, though video isn’t far behind photo. While social engagement does not guarantee immediate conversions, it’s essential for the long-term growth of your law firm. The brand recognition and visibility you build through memorable visuals lay the foundation for future caseload and revenue increases. At Nifty, we’ve seen firsthand how heightened social traction creates a ripple effect across channels that strengthens your overall digital presence over time.

Credibility and Conversion

Fake it ‘til you make it? Nah, not when you don’t have to fake it! You ARE the expert in your practice area, and visuals convey that. Professional visual content on your website conveys credibility and authority. How does this translate to conversions? Landing pages with visual assets can increase conversion rates by up to 80%. A clean, simple graphic on a form-fill page subtly improves user experience and can be the tipping point between a submission and a lost lead.

Embed professionally produced videos across landing pages to position your firm as both authoritative and approachable. Visuals establish trust and credibility instantly before users have the chance to read a word.

Your Voir Dire of Visual Content Ideas:

You read that header right—consider these your visual content voir dire notes. We know quality visuals can make complex information more digestible and add deeper meaning to the message you want to convey. However, it’s still important to drill down to the specific types of visuals and carefully select the right formats and mediums for your messages. 

screenshot from our video about animated video marketing showing two cartoon characters making a call to our agency
We’ve dabbled in some animated visual content for video marketing. Check out the full clip here.

Tips for Effective Visual Content Creation

Marketing your law firm without visuals is like coming to court in sweatpants—it may feel easier, but it’s just wrong. There are a few non-negotiables when it comes to creating visual content:

  1. Brand Consistency. Design elements, fonts, colors, and branded logos should be uniform across visual content. 
  2. Quality Production. High-res images or bust! No pixelation allowed.
  3. Visual Hierarchy. Direct your audience’s eyes with clear, structured layouts.
  4. White Space. Give your visual content room to breathe and embrace empty space.
  5. Readability. Prioritize it when laying out visuals and choosing fonts, sizes, and colors. 
  6. Simple Messaging. Focus on one clear idea per graphic.
  7. Brand Voice. Copy on visuals should reflect your firm’s voice and align with your brand.
  8. Optimization. Ensure visual content is accessible and fast-loading on desktop and mobile.

And there you have it: the case for visual content in legal marketing—its impact is beyond doubt, Your Honor. If you’re ready to capture some attention and hold it, check out Nifty’s content marketing services, as well as the video content we’ve produced for firms around the country.

Make Law Sexy

WITH BETTER MARKETING FOR YOUR LAW FIRM

a almost transparent color in shape of a circle

VIDEO & PHOTOGRAPHY

CONTENT MARKETING

SEARCH ENGINE OPTIMIZATION

WEBSITE DESIGN

DIGITAL ADVERTISING

SOCIAL MEDIA MARKETING

REVIEW GATHERING

VIDEO & PHOTOGRAPHY

CONTENT MARKETING

SEARCH ENGINE OPTIMIZATION

WEBSITE DESIGN

DIGITAL ADVERTISING

SOCIAL MEDIA MARKETING

REVIEW GATHERING