The Value of Niche Topics

Friday, March 13th, 2009 | Attorney Websites, Lawyer Marketing

“Bigger is better”, or so the saying goes.  But when it comes to creating content for your site, that really isn’t so.  Laser focused “niche” pages actually have a much better chance of delivering you the clients that you want.   Likewise, niche sites can do better than big mega-sites if all you are really looking for is one type of client.

I recently met with an attorney (who is not yet a client) who was a Personal Injury attorney in Los Angeles.  Although he practiced all types of PI cases, his preferred cases were Bad Faith Insurance cases.   While putting together my presentation I looked at the traffic reports for many of our PI and Bad Faith Attorney sites.   The general PI sites were bringing in anywhere between 7,500 – 20,000 visits per year, but a small fraction of those visits ever went to those firm’s Bad Faith pages (around 1,000 hits per year tops).

The Bad Faith only sites definitely had less traffic, ranging from 3,700 – 6,800 visits in a year.  Yet virtually every visit was from someone looking up Bad Faith Insurance law information.    If you are an attorney looking for Bad Faith cases, which would you rather have?  More traffic to your site, or less overall traffic but more Bad Faith traffic?

But not every attorney or firm can have multiple websites.  Still, the same principals hold true.  The more detailed your page subjects, the better.  Don’t just have one page for motor vehicle accidents, instead have a page for car accidents, a page for truck accidents & a page for motorcycle accidents.   Don’t just have a page for defective drugs, instead have a page for Avandia Injuries, a page for Vioxx injuries, etc.   Those individual pages might individually bring in less traffic than one big catchall page, but their combined traffic will most likely be greater and certainly be more qualified.