As the old saying goes, you can’t be all things to all people. This is especially true when it comes to developing an effective online marketing campaign. Far too often attorneys try to market their services too broadly, especially in instances where they work in multiple practice areas and need to appeal to a diverse clientele. Unfortunately, in taking this all-encompassing approach, firms tend to produce an ineffective website which doesn’t generate new business or resonate with site visitors.
When undertaking any marketing campaign, it’s important that you take a step back and ask yourself what do I really want to gain from this? For most, the answer is new business. Now take that even one step further, new business from who or what kind of client? Perhaps you practice in a small community and think of yourself as the neighborhood attorney who works with local families. You may represent a couple in the preparation of a pre-nuptial agreement and then again when they purchase their first home and ten years later, you help them put a basic estate plan into place. Sure, you do it all but your website shouldn’t. Take time to narrow down your passion and identify what generates the most revenue. Then create a website that caters exclusively to those kinds of cases. If you have multiple practice areas, this may mean that you need multiple websites – one dedicated to each of the areas you work in.
In narrowing your focus, you’re able to create a site which effectively caters to the prospective clients you are trying to reach. Without concern that your website has to serve as a hub for all kinds of very different cases, you can create a client-focused website which is informational and resonates with your target audience. Everything from the imagery to the articles and the list of representative clients can be tailored to demonstrate your experience and address the site visitors’ specific concerns. In creating a focused website, you’ll also do a lot better with the search engines meaning that you’ll rank better and get your website in front of more prospective clients.
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