Archive for July, 2009
Niche Websites
Wednesday, July 22nd, 2009
Many times I’m asked whether or not an attorney should launch a secondary or even tertiary website. I’ve encountered firms that have several websites, one for every area of law that they practice, even one for every type of drug that they are targeting for pharmaceutical litigation. The question is, is this strategy right for every practice?
The answer is no, at least not initially. Web marketing can be tough for a firm to afford in the beginning because the firm hasn’t yet seen a return on investment. This is because Web marketing, especially search engine optimization for the organic listings, takes time to see results. So, unless the firm is quite sizeable and has a significant budget to throw at the project, it is more affordable and more effective to focus Web marketing resources on one website and get it up on the 1st page of Google and the other search engines. Then, once the website is generating a return on investment, launching another, specialized website starts to make sense.
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