The Smaller the Niche, the Bigger the Impact

Saturday, March 21st, 2009 | Lawyer Marketing

I’ve been writing about Niche Sites a lot lately.  I really cannot recommend them enough.    I was in a meeting the other day with a prospective client and we were talking about how his website used to do really well when he first launched it in 2003, but now it literally doesn’t crack the top 26 pages of any relevant Google search.

While much of the reason for that is simply that he still has a 2003 website in 2009, that isn’t by any means the only reason.  This attorney’s site was a mish-mash of practice areas.  Business, Immigration, Contracts, Real Estate – all jammed into just a few pages.   There is NO way for a site to look like an authority on any subject when it is constructed in this way.

The next day my colleague Alex Morris, an Internet Marketing Consultant in Phoenix, emailed me about his client, Snyder & Wenner.    Snyder & Wenner is a very presitgious Personal Injury law firm in Arizona, and from what Alex showed me they are clearly ahead of the curve with their Internet strategy as well.  Besides having a main website, the firm has recently launched sites pertaining to Negligent Security Lawsuits, Medical Malpractice claims, and Elderly Abuse cases.

It was the Negligent Security site that most piqued my interest.  I had never heard of such a specialty, but from their site I now understand it.   Basically, business owners have a duty to make sure that their property is safe for their customers, and when they fail to do so they can be held liable.  It is essentially an offshoot of premises liability law.

Some of their specific examples they mention on the site are:

Hotel Security Negligence

School & Campus Crime Liability

Aparment Complex Security Negligence

I’m sure this site will do very well for the firm.  Congrats to Snyder & Wenner for staying ahead of the competition.

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