Because of changes in the law, society, and the economy, the practice of law for many firms has changed. Some have expanded into multiple markets, while offering specialized “boutique” legal services. To generate revenue, many small firms have expanded their criminal law practice, and now dabble in family or probate law. Regardless of the reason for the expansion, many firms limit their marketing potential by condensing their information to one website. As the number of hours that the average person spends surfing the web increases, it is no longer sufficient to have a single website. There are a number of strategies for increasing a law firm’s presence on the web that involve creating multiple websites.
When approached about the idea of developing a new law firm website, many firms often respond that they already have a website. If a law firm wants an effective online marketing strategy, they need to expand their presence on the web through multiple sites. Multiple sites enable a firm to tailor messages to specific audiences and increase search traffic.
The first advantage of a multi-site strategy is that it allows your firm to target an audience or a message. If a firm has three practice areas, developing a separate website for each practice area highlights that practice area thereby generating more traffic by topic. It also allows more room within the site to demonstrate your firm’s competency to handle that area of law. Alternatively, if a law firm has only one practice area but handles multiple major metros, the firm should invest in a separate website for each major metro— tailored to the potential clients in that area. Selling your firm to a potential client in California is certainly different than marketing to the preferences of a client in Michigan.
In addition to a more direct marketing strategy, the multi-site approach also increases traffic flow to your site.
Search engines, like Google, typically prefer a website with a very narrow focus, as opposed to a website with a broad focus covering many topics and geographic regions. Assuming two law firm websites are otherwise equal, a firm website that deals exclusively with criminal defense in Houston will perform better on relevant searches in Houston then a firm website that covers criminal defense, personal injury, family law, immigration, and business litigation throughout the State of Texas. In essence, the search engine tries to find the most comprehensive and useful sight for the user. If your sight covers too many topics, the traditional search engines will direct less traffic in your direction.
While the idea of multiple websites may seem cost prohibitive, the reality is that many web based legal marketing programs will offer packages for the development of multiple website properties. Some online marketing programs will also lease certain websites for use in a particular practice area or market.
Before you commit to investing in a website revision, your firm should consider its goals and investment strategy. If the law firm website is just going to be a basic site for people to visit when they receive a business card, there is less need for multiple sites. Similarly, if the firm is not concerned about organic placement (i.e. natural Google results) and plans to use the site for pay per click (i.e. Google Ad Words), a single site may be sufficient.
Most firms want to increase the traffic to their sites as a marketing strategy. A well optimized law firm website that comes up on relevant organic searches will eventually generate more client inquires at a nominal cost. Developing multiple websites with a narrow focus will help the law firm websites perform better on organic searches on Google, Yahoo and Bing. Working with an online lawyer marketing firm to develop multiple practice area and/or metro specific websites will expand a law firm’s on-line traffic without jamming their marketing budget.
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