As the year is coming to a close, there are many important decisions to make as a small business owner. One of them is how you will manage your online presence in 2023. You may be looking to create a second website for your firm to prepare for your growth plan in the new year, or maybe you need to create a second website to accommodate for growth that happened in 2022.
Read on for some key indications that you may (or may not) need multiple law firm websites to reach your business goals in 2023.
Indications you may need multiple law firm websites
For most small law firms, a single website will adequately support your business needs and goals. However, there are some scenarios in which multiple websites will benefit your practice.
#1 You have multiple office locations. If you practice law in multiple states or jurisdictions, it can be difficult to keep your leads and matters separate without multiple websites. Regardless of the fact that you are practicing the same area of law in both locations, these local markets are likely to have differences that require unique approaches to lead acquisition online. For example, you may be an attorney who practices personal injury in both Georgia and Florida. For your potential clients in each state, you will need to employ a web content strategy that works to attract leads that are local to that area using geographically-specific language, locally-relevant legal information, and other targeted language. Trying to fit this all into a singular website may be confusing to both a potential client but also to a search engine that is trying to match its users with the most relevant and local search results.
#2 You have incompatible practice area types. Part of your business growth plan for 2023 may be to add a new practice area to your firm. If this new practice area differs significantly from your other services, you may want to consider getting an additional website. This is due in part to the need for different marketing strategies to attract leads for your incompatible practice area types. For example, if your website is fully optimized for a personal injury client, a potential client looking for information on family law representation may not be matched with your website on search engines or may not understand the relevance of your website for their legal matter.
It is also recommended to have multiple websites in this case because the stark contrast of your services may act as a deterrent to potential clients. One of the main objectives of creating a law firm website is to showcase your expertise in a particular area of law online. If you begin to look like a one-stop-shop paired with website content that lacks focus, you may have a harder time building trust with potential clients.
#3 You want to become a market leader in a practice area. It can be a helpful marketing strategy to have a separate website that focuses exclusively on a single practice area. This is because it acts as a space for you to be solely focused on that particular practice area and employ a content marketing strategy that is highly targeted to your ideal client type.
For example, if you were a family law attorney who was looking to get more clients for your mediation services, you could benefit from a second website that helps you pursue a more targeted marketing strategy for that lead type. At the same time, your original website continues to attract leads for your general host of services without the two markets interfering.
#4 You have disparate branding. If you’re partnering up with a colleague in the new year, you may find that your approaches to branding differ. This may be due to the fact that you practice in different areas of law, or perhaps you vary in branding within the same practice area. Whether you have a new partner or are currently sharing a website with other attorneys, take stock of how each attorney’s branding is represented on the site. If there are any major contrasts, it may be best to separate into multiple websites.
#5 You serve a bilingual market. Lawyers who serve a bilingual local market likely need their websites to work double-time to effectively communicate with all their potential clients. Having multiple websites in this scenario can help you to deliver the best client experience possible with both content and design, where applicable, customized to each language.
#6 You want to target potential clients for a specific, time-sensitive case type. This is likely dependent on the area of law you practice. For example, mass torts attorneys may need to have their finger on the pulse of the latest product or drug recalls in order to beat out their local competitors for plaintiffs. If there happens to be a large case that results in a multi-district litigation, a dedicated website that is focused on those potential clients can make a big difference in your firm’s visibility online. As the plaintiffs search Google for more information on their case, the highly-specific language on your website will help match your website with more of those local search queries.
How to know when multiple websites aren’t best for your practice
#1 You’re not sure what your objective is. To stay on track with your business goals in 2023, you should be pursuing strategies that help to save you both time and money. If you are looking to create an additional website without defining your objectives or goals, this may lead to a waste of resources. Instead, wait on it until you have a clear purpose for the new website.
#2 Your local competition has several websites and you want to be like them. You may have noticed that your local competition has multiple websites – does this mean you should as well? If you find yourself aligning with any of the above indications for an additional website, then yes. However, if you simply want another law firm website to keep up with your neighbors, it may lack some focus and purpose for your practice.
#3 You don’t know how you’ll incorporate them into your marketing strategy. Some attorneys seek multiple websites so they’re able to individually target different markets. Before you dive into a new website, first take a moment to plan your marketing strategy for the ideal client type you are after. In addition, it’s helpful to have a plan for creating written content for the new website. LawLytics makes this quick and easy with the built-in content generation tool. Choose from over 200 practice area topics, customize the templates, and publish new pages to your website in just minutes.
LawLytics makes having multiple websites easy
LawLytics makes it simple for attorneys to have multiple, high-quality law firm websites. Members can access their websites right from their LawLytics dashboard and can make changes that instantly reflect on all websites for quick and easy management.
If you’re already a LawLytics member and would like to know more about creating a new website or how an additional website can benefit your firm, please reach out to a support team member. If you’re not yet a LawLytics member and would like to know more about our technology or how we can help you reach your business goals in 2023, please schedule a 20-minute interactive demo with a product expert. Or, you can view our transparent pricing and plans here.