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

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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.
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