Law Firm Internet Marketing Strategies for a Niche Practice Website – Big 4

There are four basic strategies to market your practice areas online: microsites, full websites, direct keyword match and Adwords.  If you are targeting a niche practice area, product recall, mass tort or some other type of class action, then these are effective ways to get cases.

1. Micro Website Strategy

Goal:  To create a comprehensive website about your core practice area or recall.  Each website would be unique about that product and have THE MOST information compared to competitors.

Needs: 

• Content (a lot)
• Social Sharing Component
• Keyword Match Domain
• Quality Link Authority

Budget:

• Design & Development:  $3,000 to $25,000 for unique website.
• Content: $3,000 to $15,000, depending on number of pages. Depending on your competition, you may need a lot of content written, or it could be less than 5 pages in a very niche area.
• Adwords:  Could be added, as needed.
• SEO: Could be added, but ideally the website would rank as a direct keyword match and topical content.

Pros:

• You are providing the most comprehensive resource online in that niche area.
• You should rank high because you are the experts in the area.
• You will boost your online authority in that area.
• Your microsite will attract a targeted audience who may convert into clients.

Cons:

• A long-term strategy (although this could be a good thing too)
• Costs
• Need to produce a LOT of content

Timeline: 

• 30 to 60 days for the website and content.  Rankings would probably take 30 to 90 days after launch.

2. Big Website

Goal:  To create a full website that would cover all practice areas that a firm covers.

Needs: 

• Design/Development
• Content
• Infographic / Social
• Good Domain
• Quality Link Authority
• Site Publisher

Budget:

• Design & Development: $3,000 to $15,000
• Content: Content can be anywhere from a few hundred dollars to above $3,000 per practice topic.
• Adwords:  Could be added, as needed.  See above pricing.
• SEO: Could be anywhere from $500 to $2,500 per month for a comprehensive SEO campaign.

Pros:

• The most comprehensive website on all practice areas.
• Set up the firm to be a resource long-term.

Cons:

• Costs

Timeline: 

• 90 days to produce the website and 30 to 90 days to begin ranking.

3. Direct Keyword Match Strategy

Goal:  To buy unique domains and create mini websites on each keyword phrase.

Needs: 

• Unique Domain
• Unique Content (5 pages per website)

Budget:

• Design & Development: If existing brand then a website can be cloned easily.  $900 per website  (6 hours to prep and launch each website).  Also need to purchase good domain names.
• Content: $750 per website (5 pages of content written) – Though a lot more content could be written.

– Home
– [Product Name] Lawsuit
– [Product Name] FAQs
– About [Product Name]
– [Product Name] News
– Contact

• Adwords:  Could be added, as needed.
• SEO: Could be added, but ideally website would rank as a direct keyword match.

Pros:

• High rankings on keyword phrase match.
•  Ability to add on content to each website.
• Short timeline to launch.

Cons:

• Relying on the keyword match.
• Competitive area, a keyword match domain still might not be effective.  Could need SEO and content.
• Timeline:  2 weeks to produce the clone website.  Rankings would probably take 30 to 90 days after launch.

4. Adwords Strategy

Goal:  In short, you advertise on Google, Bing and other search engines.  To create a landing page and Google advertising campaign for the primary keyword phrases.

Needs: 

• Design, Development and production of a Landing page design (or improve existing pages)
• Adwords Budget

Budget:

• Design & Development:  $600
• Content: $150 (production of a page of content)
• Adwords:  See below
• SEO: None

Pros:

• Speed
• Instant advertising
• Ability to turn on and off instantly

Cons:

• Always advertising, so constant cost

Timeline: 

• 2 Weeks.  Inquiries start with ad campaign.