Lawyer Niche Marketing

Why you want to specialize, not generalize on your law firm’s website

Thanks to the Internet making information so easily accessible, your potential clients are out there searching for lawyers just like you that concentrate on the area of law that fits their needs. To make sure that they find your law firm’s website, you need to ensure that the content on your website conveys the area of law that you specialize in. This important marketing method is known as a niche, and it’s important to find yours and start spreading the word on your website.

Internet users are not the only ones that pay attention to the content on your website. The search engines crawl the web to find quality content and eventually lead an Internet user to the web page that most closely matches their search keyword or phrase. For instance, if the area of law you specialize in is DUI defense, then the pages on your website need to convey this. Though it may be true that you focus on other areas of law such as family law, it’s better to focus on one area of law that you specialize in. This will make you appear more like the authority in your field.

I specialize in more than one area of law. Should I have more than one website?

Absolutely! If you happen to focus on DUI, family law and personal injury, it is much more beneficial for you to set up three completely separate websites rather than one website that is a general description of all three. The search engines have proven to favor websites that have specific content—you’re defining your niche and separating yourself from the many law firm websites out there. Visitors to your website will also feel more confident knowing that you have in-depth knowledge and experience in the area of law that relates to their case.

So remember that it is better to set up websites for each area of law that you specialize in rather than having just one website that is a broad overview of the services you provide. The more pages you can add to each website, the better it will fair with the search engines and the more likely it is that you’ll see increased website traffic.