Personal Injury Lawyer Video Scripts: 6 Fill-In Templates

Most lawyer scripts fail in three predictable ways. They are written in legalese ('pursuant to,' 'tortfeasor,' 'recoverable damages'). They try to cover every practice area in 60 seconds. And they end with four calls to action: call, click, visit and follow.

The templates below fix that by giving each video one job. Fill in the bracketed placeholders, cut anything your attorney wouldn't say out loud, and read every script aloud with a timer before it goes to review.

This guide is general information, not legal advice. Lawyer advertising rules differ by state, so the responsible attorney should check every script against your state bar's rules before production.

The 150 figure is the average US conversational rate reported by the National Center for Voice and Speech, as cited by voiceover marketplace Voices. Voices' own conversion chart times a 100-word script at 44 seconds.

The working targets in the table are our rule of thumb. They hold back roughly 10 to 20 percent of the runtime for a beat after the hook, a disclaimer read and an end card that stays up long enough to read.

Write every script in two columns. Audio goes on the left: voiceover or on-camera lines, word for word. Visuals go on the right: scene, b-roll, on-screen text and supers, row by row. The attorney reviews one document, the editor builds from the same one, and if your state requires filing, you already have the transcript and on-screen text a filing asks for.

The voiceover runs about 100 words, well under the 60-second target, so the animation has room to land each point. Replace every bracket, and have the attorney confirm each statement about [STATE] law before production starts.

These two share a topic, so film them in one session. The YouTube video carries the depth, and the social ad sends people to it or straight to the phone.

For Meta ads, lead with the situation or the service, not the viewer. Meta's advertising standards bar ads that assert or imply a person's physical or mental health, and its own examples reject lines like 'Do you have diabetes?' A hook such as 'Injured in a crash?' sits close to that line. '3 things to do after a crash' or 'Car accident lawyers in [CITY]' does not.

Both are short, both depend on the attorney's own words, and both are where overclaiming most often slips in. Keep every sentence something the attorney can prove.

Start from the approved English script and have a native speaker who knows legal vocabulary adapt it, then give the attorney an English back-translation to review. Literal translation of idioms and legal terms is where meaning drifts.

Florida's handbook requires all required information to appear in the language the ad uses, and in every language if it uses more than one. A Florida filing for a non-English ad must include an accurate English translation. Other states have their own rules, so check yours.

Don't imply what isn't true. If the attorney doesn't speak Spanish, the video shouldn't suggest they do. Say who at the firm will speak with Spanish-speaking callers, and make sure that person actually answers the number on screen.

The checklist draws on the ABA Model Rules and the Florida Bar's advertising handbook, one of the most detailed public guides to lawyer ads. It is not a substitute for your own state's rules or for ethics counsel.

Filing. Some states review lawyer ads before or at first use. In Florida, TV, radio and most internet ads must be filed at least 20 days before first use, with a $150 fee ($250 if late). The filing includes a transcript of the audio, a printed copy of all text including on-screen text, and the responsible lawyer's name, which is one more reason to keep the two-column script current.

Your own channel. In Florida, videos on the firm's own YouTube channel that promote the practice are subject to the advertising rules, but the bar has determined they don't need to be filed. Paid, boosted or sponsored social posts do need filing unless they are limited to safe-harbor content.

Platform rules. Meta reviews every ad against its advertising standards, and its personal-attributes policy is the one PI hooks most often run into. Write hooks about the situation or the service, not the viewer's body.

Captions. The W3C warns that auto-generated captions usually need significant editing and gives an example where they turned '4 to 5 minutes' into '45 minutes.' In a video about deadlines, that kind of error is a real problem. Have a person check every caption file.

Hand your editor more than the script. A shot list, the exact lower-third text and a map of planned cutdowns save a round of revisions. If you are still budgeting, our breakdown of law firm explainer video costs covers what each extra version adds.

Plan for the calls, too. A strong ad that runs at 9 p.m. is wasted if nobody answers, which is where an AI receptionist for after-hours intake can fit, with the same care about what it says.