I love how passionate we attorneys are.
We bring enthusiasm into everything we do, and that includes marketing. I’ve previously discussed whether attorneys benefit from purchasing “.law” domains for their firms, and the reason I’ve discussed that is because many attorneys elect to have a domain name shopping spree. The result is a collection of domains that don’t do anything to benefit them or their law firm.
Some law firms do have several websites. Even dozens. But if you make the choice to have more than one website, it’s a decision that should be based in logic and strategy, not emotion. Below, I’ll discuss the pros and cons of having more than one domain, and why, in some cases, it may be a good idea.
As I said above, there are attorneys who are very enthusiastic – and that enthusiasm for domain names also applies to building attorney websites. When it comes to buying up lots of domain names, there’s not a lot of harm done with the exception of wasted time and the money spent on registration fees. However, if you create multiple websites for the wrong reasons, the costs can be quite high. There are many different web hosting services for you to choose from, for example, if you are interested you can check out Hostiserver – find more info.
Let’s discuss the positive aspects of creating multiple websites. We’ve previously talked about whether or not your blog and website should be part of the same or separate domains. Before I continue, I want to specify that when I say “website,” I’m referring to websites, blogs or a website with a built?in blog. All LawLytics law firm websites have an integrated blog that attorneys can turn on or off according to their needs – though most of our attorney-customers keep their blogs on and for good reason.
There are many reasons to have a single website for your law firm, rather than two or more. These reasons include the fear of missing out, wanting more for the sake of more, thinking that more is always better for the search engines, and because some SEO guy told you to have more. But if your law firm meets any of the following criteria, you may have a legitimate case for considering deploying multiple websites:
1. Different locations. If you practice in a number of locations that have nothing to do with each other, you may want to strategize to separate your local practices into two (or more) sites. As an example, let’s say you’re an attorney who practices criminal defense in two states that are separated by many miles and several time zones. These types of criminal defense lawyers practice primarily in state and local courts, and the laws and procedures vary from place to place and state to state. You’ll confuse your potential clients if you attempt to explain the same laws, penalties and processes for different states on one website. Worse yet, taking a single website approach if you’re this kind of attorney will dilute you within search engines.
2. Disparate practice areas. Let’s say you practice personal injury and medical malpractice. Those two areas can exist in harmony on a single site. But what if you practice criminal defense and estate planning? Your goal isn’t to dilute your message to potential clients, and two very different practice areas coexisting on a single website might do that. It’s highly likely that two very different practice areas on one site may cause potential clients to turn away – potential clients who otherwise would engage your firm. One of the most important things for attorneys to keep in mind is that, on the web, your potential clients won’t care about what you do or what you know until they know you care about their specific problem. Keep your focus on them and their issues.
3. You’re an attorney who wants to build something big. If you’re an attorney that wants to focus on becoming a thought leader and market leader for a specific area, multiple websites may be the right approach for you. Even if you’re handling other cases, your goal is to be the leader in a specific area. To do this, you may want to build a giant website on the particular topic with a highly focused blog. But you’ll need room to do some scaling. In this case, I recommend that you start with one site specifically for the area you’d like to become a leader in. Grow it into a site that will fuel your law career while keeping your other site for your other cases to allow that additional business to roll in.
4 . You’re targeting specific, time sensitive cases. Maybe there is a dangerous drug on the market that’s getting recalled – something that results in multi?district litigation. You may want to have a specific website (with a memorable domain name) to encourage potential plaintiffs to engage you. A separate website is a good idea here in that you’ll want those potential clients to be extremely focused on the task at hand – not distracted by other areas of practice you may handle.
If you’re thinking about multiple websites, keep in mind that added websites can often mean added responsibility. Just because you can have another website doesn’t always mean you should create one. Have a conversation with yourself. Ask whether you have the bandwidth to handle multiple sites, because each one takes time and energy to do properly. You’ll want to make sure you have enough to say, because if you don’t have something new to add to the conversation, you’ll be wasting your efforts. There’s a lot of really bad content out there. Aim to create only high-quality content that is significant, useful, informative and trustworthy. Don’t spread information thinly across multiple sites. Users won’t find it useful, and Google may have a problem with it, too.
There are lots of reasons to have two or more websites, but the decision should be one that’s not based on emotion. It’s a decision that must be planned well and done professionally. You should ensure your objectives for creating multiple websites are clear. Above all, avoid doing what everyone else is doing – don’t let greed or fear cloud your decision making.