A second specialist law firm website is smart business

As the online world continues to grow and evolve, it is necessary to identify new techniques to differentiate your law firm and to stand out from the crowd. One highly effective marketing strategy is to develop a second specialist law firm website (or multiple websites) that each focus on a single area of expertise for your law firm, for example, compensation law or estate planning, etc.

In basic terms, you don’t want to put all your eggs in the one basket. Specialist websites are designed to be highly focused and provide a cost-effective way to diversify and expand your marketing reach and take your law firm to the next level.

Advantages of a specialist law firm website

Tailored communication

A specialist website allows you to offer greater value to a targeted audience by accurately identifying their specific needs and writing content that delves deep into the heart of the topic and talks directly to these needs. Such tailored communication leads to higher engagement with your customers, building greater brand loyalty. A specialised website adopts the approach of going ‘one inch wide and a mile deep’ thereby offering intense value to a unique segment.

Reduced competition

Most law firms have a single website which represents their full line of services – this is still relevant and recommended. However, with this comes increased competition. By having an additional specialised website that narrows in on a segment of law, you are likely to face less competition, providing greater marketing opportunities and more business.

Less price sensitive

Niche markets are often less price sensitive as customers are more focused on quality and expertise when selecting a company to work with. As a result, by adopting the specialised website approach, your law firm could potentially increase revenue through greater margins.

Improved visibility

As a result of highly targeted content on your website, search engines will recognise your niche website as a specialist website, and you will be rewarded accordingly with higher search engine rankings for your targeted keywords – once again leading to increased leads.

Showcase your expertise

A tightly focused website that is dedicated to a specific legal segment is the perfect platform to showcase the depth of your expertise and portray your law firm as an authority in this area. Creating a website that zeros in on a topic helps to build customer trust quickly and leads to long-lasting relationships.

Enhanced branding experience

Having a second website presents options for flexibility in your brand experience. Your law firm can create a unique brand experience that emphasises your area of expertise or, alternatively, you can choose to develop an extension of your existing brand which supports your general website. Either option has effective results and the one you choose depends entirely on your overall law firm objectives.

Marketing benefits of a niche website

Optimised SEO

Since the content on your specialist law firm website is centred around a focal point of interest, your focus is on ranking fewer keywords, rather than many legal-related keywords as required for a more generalist website. And since all your content is written using these fewer relevant keywords in a more natural context, your website will achieve higher page rankings due to its narrow focus as opposed to the broad focus of a more general website.

Dominate search results

Irrespective of whether you choose to promote your second website as an extension of your current brand or as an independent brand, the regular addition of content to both websites will increase your potential for ranking both websites, thereby increasing your probability of dominating search results.

Extend your marketing dollars

Since your website is highly focused to a subset of your larger target audience, your marketing message will be laser targeted to the specific characteristics of this segment. Social media presents the perfect opportunity to market to the specific demographics of such a targeted audience – resulting in a very cost-effective marketing strategy.

In conclusion, these benefits clearly demonstrate that a second expertise-specific website offers a rich source of business opportunity. A niche market doesn’t necessarily mean ‘small’, but rather ‘refined’, providing your law firm with an opportunity to target an audience with such precision, allowing your law firm the prospect of becoming a ‘big fish in a small pond’.

If you want to know more about building a second website for your law firm specialty please contact me.

About the author
Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.
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