Law firm practice area pages are a firm’s gateway to more clients. Let’s face it – just about every client that a law firm ends up working with checked the firm out on the internet before they called or walked through the door. Often, clients are on the fence between two or three attorneys, and the presentation of information on a practice area page could make the difference between them choosing your law firm or another one down the street.
Do you know what else could make the difference? – A prospective client landing on your page and reading about the exact reason they need you.
Sometimes this is accomplished by having your “regular” practice areas. However, there are times when law firms can niche down their practice area pages. Here, we want to talk about what it looks like when you niche down your law firm practice area pages in an effort to gain more readers and more clients.
What do we mean by “niching” down a law firm practice area page?
We know what a niche is. Presumably, you’ve chosen your “niche” in law if you have a firm. Granted, there are some law firms that cover a range of practice areas, though we generally find that firms focus on one overall practice area:
- Personal injury law
- Family law
- Criminal defense
- Estate law
- …and so on
However, within all of these larger practice areas lies plenty of other topics. We can generally predict the typical order of practice area pages for a firm depending on the larger practice area. I can say with near 99% certainty that the next personal injury firm that contacts me will want the following pages:
- Car accident
- Truck accident
- Pedestrian accident
- Bicycle accident
- Work injury
- Construction accident
- Dog bite
- Slip and fall
- Premises liability
- Product liability
For law firms that are just getting started, it is completely understandable that the standard order is what they will go with for a while. However, as a law firm becomes more established, the attorneys may want to consider taking their pages even further.
We can niche down just about every bullet point mentioned above to get more granular. For example, we can take Car Accidents and build the following pages:
- Uber And Lyft Accidents
- Taxi Accidents
- Deer Versus Vehicle Accident
- Uninsured Motorist Accident
- T-Bone Accident
- Rear-End Accident
- Head-On Collision
- …and more
Of course, this applies to other types of law firms as well. For an estate law firm, we will obviously have a page devoted to establishing a power of attorney. But we can also niche that down to the different types of power of attorney, including pages devoted to:
- Durable Power of Attorney
- Medical Power of Attorney
- General Power of Attorney
- Limited (Special) Power of Attorney
- Springing Power of Attorney
You see what we’re doing here. We’re just taking a topic and parsing out every possible thing that a person would search for online when they need help from your general practice area. If you can create a page devoted to something that your prospective clients regularly need help with, do it!
Law firm practice area niches will depend on your geographic location
As law firms establish themselves in their location(s), they will begin to see various types of cases that occur more often than others. In some areas, there will be more need for some types of pages than there is for other areas. For example, in an urban area where there are thousands of delivery drivers getting packages “rapidly” delivered each day, there may be a strong need for a practice area page devoted to every single delivery company – FedEx, UPS, USPS, Amazon, etc.
In a more rural area, someplace where there will not be as many daily deliveries, it will likely be okay to have a “Delivery Truck Accident” page that mentions all of the delivery companies that operate in the area.
Each attorney will know the needs of their law firm. They will know whether or not it would be beneficial to have a page devoted to Uber and Lyft, or perhaps a page for Uber and a separate page for Lyft. Maybe one city has electric scooters, but another does not. An attorney or law firm marketer will have to strategically decide what types of niches they may do well with in their specific geographic location.
Niching down adds more content, chance for internal linking
Content is king, and I’m sure you’re tired of hearing that. However, that is the truth. The more content you have on your website, the happier it will make search engines, particularly the king – Google. So, niching down your practice area pages will have the added benefit of bringing more content to your page and increase your visibility overall.
You will also have more opportunities to add internal links to other areas of your website. Internal linking not only helps out when search engines crawl your page, but they also help keep readers on your website longer.
Let Blue Seven Content help with your law firm practice area pages
If you are ready to create some niched practice area pages, we are here to help! Our team writes hundreds of these pages each month, and we are ready to get you through this next step of developing your law firm’s website. No matter what size your firm and regardless of your type of practice, you could probably use more practice area pages. If you want to talk about your next law firm practice area pages, you can contact us for a free consultation by clicking here or calling us at 843-580-3158. Our team is ready to talk to you today. If you want to take a stab at writing your own practice area pages, our team also has a guide that will take you through the steps to do so! You can click here to learn about our Law Firm Practice Area Page Writing Guide.
Written by Allen Watson – CEO and Co-Founder of Blue Seven Content