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.

Infographics
Infographics
Format: Static images, looping/animated images, videos
Placement: Website, blogs, social media (Instagram, Facebook), email newsletters
Definition:
Infographics are images that visualize information using formats such as charts, diagrams, and graphs. Infographics use raw data points or complex figures to tell a story—one that is obvious at a glance, immediately compelling, visually appealing, and easy to understand. Law firms can use infographics to communicate an idea quickly and clearly.
Nifty Tips:
Keep the design clean, simple, and focused.
Stick to one idea, concept, or argument per graphic.
Choose your words carefully—keep it concise and potent.
Prioritize readability in terms of color and visual hierarchy.
Example Ideas:
Family Law: “Separation 101: A Step-By-Step Guide”
Criminal Law: “Arrest Statistics in [your region]: Numbers to Know”
Accident Attorneys/Personal Injury: “What to Do After a Car Accident”
Step-by-Step Guides or Checklists
Step-by-Step Guides or Checklists
Format: Images (static or interactive), downloadable PDFs, printable versions
Placement: Website, email newsletters (PDF links), social media (Instagram, Facebook)
Definition:
Guides and checklists offer a structured format for breaking down and effectively communicating complex instructions or processes. Write clear and concise steps, or a streamlined checklist, and transform the content into a visual tool that ensures clients follow procedures correctly while providing them with valuable guidance and peace of mind.
Nifty Tips:
Keep it concise—stick to one task or idea per item.
Use icons and clear numbering to guide users.
Ensure printable versions are well-designed both digitally and on paper.
Consider making website-hosted checklists dynamic/interactive.
Example Ideas:
Family Law: “Your Adoption Documents Checklist”
Criminal Law: “Pulled Over? A Guide To Your Rights During a Traffic Stop”
Accident Attorneys/Personal Injury: “A Step-by-Step Guide for Filing a Workers’ Compensation Claim
“
Videos
Videos
Format: Short-form explainers, testimonials, firm BTS, animated legal news and concepts
Placement: Social media, landing pages, blog posts, social channels (Instagram, YouTube, TikTok), email newsletters (as a link)
Definition:
Video is one of the most engaging visual formats, particularly on landing pages, because its dynamic nature captures attention and holds it longer than static content. From explainer videos and testimonials to behind-the-scenes firm footage, video empowers you to simplify complex concepts, easily communicate legal news, and share your expertise.
Nifty Tips:
Keep placement in mind when deciding on video length—most will be under 2 minutes, but long-form videos can work on Youtube.
Include subtitles for accessibility.
Leverage animation or slideshow-style production to quickly produce time-sensitive content.
Use natural light or proper studio lighting for professional-looking footage.
DIY videos work but require clear audio and quality production to maintain credibility.
Incorporate a clear call to action (CTA) to guide viewers to the next step.
Example Ideas:
Family Law: “5 Child Custody Types Explained”
Criminal Law: “Dodging the DUI: Driving Laws in [Your Region] You Should Know”
Accident Attorneys/Personal Injury: “Meet Your Accident Attorneys: A Peek Behind the Scenes at [Your Firm]”
Client Testimonials
Client Testimonials
Format: Video testimonials, quote-based images, social media shoutouts
Placement: Landing pages (dedicated page on site), blog, social media posts
Definition:
Client testimonials are video, image, or text snippets with real endorsements from satisfied clients. They offer an opportunity to show faces, reinforce your relationships with your clients, and provide social proof of your expertise. Use testimonials to create an eye-catching asset and build trust with potential clients.
Nifty Tips:
Always obtain explicit and written consent from the client.
Keep testimonials genuine and honest—real client experiences.
Use a variety of formats (written, static image, and video), and include captions.
Showcase outcomes, but use visual (and/or aural) tools to highlight clients’ feelings and the relatability of their stories.
Update your testimonials (and associated visuals) regularly.
Example Ideas:
Family Law: Image or video showing a client’s journey through child custody proceedings
Criminal Law: Image sharing a client success story post-accident settlement
Accident Attorneys/Personal Injury: Video testimony about recovering damages after a slip-and-fall incident
Maps (Static and Dynamic)
Maps (Static and Dynamic)
Format: Interactive web maps, clickable charts, GIS visualizations
Placement: Website (embedded in blog posts or service pages), social media (as shareable content), email newsletters (links to interactive content)
Definition:
Maps offer an engaging way to deliver information and statistics that would otherwise be dry, boring, or long-winded. Whether static images or interactive GIS models, maps make geographic data accessible and easy to understand. Present information such as court locations, firm service areas, accident hot spots, and other practice-specific data.
Nifty Tips:
Keep it clean and simple—avoid overcrowding the map and make its purpose clear.
Highlight key data points with engaging visuals and minimal text.
Ensure interactive maps are responsive and load quickly on all devices.
Provide context with informative pop-ups or tooltips when users click on map areas.
Example Ideas:
Family Law: Image showing service areas
Criminal Law: “Crime Statistics in [Your Region]”
Accident Attorneys/Personal Injury: “Claims Across Your County: Accident Hotspots”
Graphs, Charts, and Diagrams
Graphs, Charts, and Diagrams
Format: Graphs, explanatory diagrams, digital graphics, charts and flowcharts
Placement: Website, blogs, social media (Instagram, LinkedIn), gated content, case studies
Definition:
Charts, graphs, and diagrams are perfect for presenting legal statistics, case data, and firm insights. Offer clients a clear and digestible view of complex information or back up your claims with data displayed on a clean and simple graph. Reinforce abstract concepts on landing pages and blog posts with concrete visuals.
Nifty Tips:
Use distinct, brand-aligned colors to differentiate data sets.
Clearly label all axes, data points, and segments.
Focus on a relevant, recent, or compelling data range.
Stick to whole numbers or simple decimals for readability.
Tie raw data back to real client concerns—show how this data impacts clients.
Example Ideas:
Family Law: Graph showing alimony amounts based on marriage length and income
Criminal Law: Chart comparing vandalism penalties by damage cost in different regions
Accident Attorneys/Personal Injury: Diagram illustrating the steps in a product liability lawsuit
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:
- Brand Consistency. Design elements, fonts, colors, and branded logos should be uniform across visual content.
- Quality Production. High-res images or bust! No pixelation allowed.
- Visual Hierarchy. Direct your audience’s eyes with clear, structured layouts.
- White Space. Give your visual content room to breathe and embrace empty space.
- Readability. Prioritize it when laying out visuals and choosing fonts, sizes, and colors.
- Simple Messaging. Focus on one clear idea per graphic.
- Brand Voice. Copy on visuals should reflect your firm’s voice and align with your brand.
- 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.

Hannah Bollman is Nifty’s talented and dynamic Content & Brand Manager. She develops compelling content across blogs, newsletters, social media, and ad campaigns, ensuring alignment with Nifty’s voice and mission. With a background in SEO, content marketing, and stand-up, Hannah brings a unique mix of creativity, strategy, and humor to everything she does. When she’s not shaping Nifty’s brand or growing visibility for legal clients, she’s on a run, on her bike, or enjoying a delicious falafel sammich.