Jason Goita, who operates a Florida state-wide virtual law firm, using our DirectLaw technology, from his base in Tampa, Florida, has just spun off a second virtual law firm web site that is focused on Estate Planning for Single Parents. This is a good example of how to develop a niche focus within a general area of law. In a crowded market, like the legal profession, the best way to get noticed is to develop a narrow area of expertise and to focus like a rifle shot on a particular group of clients. When you target a market segment precisely you have an opportunity to gain a client's trust and build a relationship, paving the way for selling other legal services. The site is also very well designed as it doesn't over load the visitor with too much information, guiding the user through a dialogue that leads to purchase of legal services.
A great discussion on the benefits of developing a niche practice as the corner stone of a law firm marketing strategy appears in David V. Lorenzo's Rainmaker Lawyer marketing blog at Law Firm Marketing and the Benefits of a Narrow Practice Niche. Lorenzo states that there are at least four good reasons to develop a narrow practice niche: (1) perception of expertise; (2) client confidence; (3) experience; and (4) competitive advantage. Lorenzo says:
Focusing your law firm marketing in a narrow niche will help you attract more clients, gain their confidence and respect quicker and it gives you a competitive advantage. Start thinking of a way you can narrow your marketing focus and you will notice the difference in the clients you attract.
In addition to these four reasons, I would add that if you want to get noticed by Google and the other search engines, the best way to accomplish this objective is to have a narrow focus with targeted key words both on the pages of the website and in the meta-tags on each page of the site.
Increasing the firm's visibility in organic search can result in a significant reduction in the cost of pay-per-click advertising. Pay-per-click advertising (e.g. Google AdWords) is, in my opinion, still critical for getting visitors to your site, but a narrowly focused site goes along way towards getting noticed on the web. Moreover, a narrowly focused site is less confusing to visitors because of the singular focus. The mind can only absorb so much text before attention begins to fade. Focus helps keep the Internet-based client focused on the task at hand and streamlines the purchase process.