As google becomes increasingly choosy about which sites will rank highly in it’s organic results (many seo commentators suggest that this is a deliberate attempt to try and make pay per click a cheaper and easier option which of course will only benefit google) it is more important than ever to have a targeted approach to your online presence and to be seen as an expert. It is no longer enough just to have a great keyword domain and add a few generic links or swap some links with other sites in your field, you also need great content. However, having a niche site in addition to you main brochure site, if it ticks all the other boxes and has good and useful original content on the topic concerned, is likely to improve your chances of success online. In short, there are so many bland legal brochure sites out there, a niche presence can be a great tactic.
Some firms have known this for a long time – there is a list of niche topic or geo legal websites on the excellent resource provided by Delia Venables. If you look at Delia’s list you will find some good sites but many that have been abandoned, which raises the other issue. As with any marketing, sustained effort, commitment and investment are needed. It’s not enough anymore just to create a site and put 5 pages of content on it and leave it. google is onto that tactic as well, and new content is important and to not have what is often called a “thin website”.
In short, the rewards are there for those who commit to an online presence. many lawyers are now embracing social media- this is great, generally free, except for time spent and useful, but it should not be forgotten that the market for online services is largely consumer, and consumers will generally go straight to google to find what they want, so a website and optimisation work, which takes time and hard cash, is really where the action is.
As examples of a firm that really gets the internet, you may want to visit this solicitors site. They also have a number of new microsites dealing with issues such as wills and company law.