Law Firm Marketing Agency
Your website’s practice area pages should be specific, personalized and standalone to adequately demonstrate your firm’s experience and expertise. They’re less like essays and more like a fast food menu.
If your practice area pages are scant, nonexistent or not getting much traffic, read on.
Here are one mistake to avoid and three helpful tips to ensure that your law firm’s practice area pages rank well with the search engines and resonate with web visitors.
Mistake: Spending too much time on attorney profiles
During the development process, we often see firms spend weeks allocating far too much time to their attorney profiles and verdict/settlement pages. These pages matter, but not at the expense of your practice area pages.
Your practice area pages should be at least as robust as your attorney profiles.
If you’ve got six paragraphs about yourself but a single barebones page with a bulleted list about your six practice areas, you’re doing it wrong. This approach can be detrimental to your optimization, not just to your visitors.
Practice area descriptions should be understandable, not jargon
You don’t use jargon with your clients in person, and you shouldn’t use jargon on your website.
Use the practice area descriptions to clearly explain what you do. Don’t take it for granted that your clients know what Chapter 13 bankruptcy means or what a guardianship is.
Explain basic concepts in your practice area and describe how an attorney can help with related matters.
One exception is that keywords do matter on practice area pages.
On the one hand, some people will find their way to your practice area page by clicking on the tab in your website navigation menu. However, others will search with keywords on search engines to find your practice. When you pick keywords that align with those searches, these people will wind up on your practice area page.
Each practice area should have its own page
People and search engines want the same thing from your site: specificity and usefulness.
Don’t pile all your practice areas into a single generic page with a confusing title.
Your goal is to make it easy for visitors to find what they need with as few clicks as possible. So, give each page its own tab in your navigation menu with a clear, descriptive title.
In the main menu, you might have a “Practice Areas” heading and then sub pages for each area of expertise.
Personalize the descriptions to highlight your firm’s unique value
This page is all about credibility—but you can also use it to stand out from your competitors who also offer similar services. Think about it: A basic overview of asset protection or product liability will probably not set you apart from other firms in your area whose sites say exactly the same thing.
Go beyond the basic practice area description and include some personal touches.
Alongside each service you provide, call out how many cases you have tried. Highlight your advanced degree or special certification in this area of law. Include a testimonial from a satisfied client in that area.
Define what sets you apart on your practice area page, and you’ll be miles ahead of your competition.
Review and next steps
Firms often delay creating a new website because of the enormous time and energy required to draft effective copy—like your Practice Area pages.
If you’re hesitating on a new law firm website, reach out for a free consultation with Omnizant.
Writing practice area descriptions is just one of the many digital marketing activities we excel at providing for growth-oriented law firms. From building websites from scratch to orchestrating complex marketing campaigns in competitive markets, Omnizant is the design partner of choice for law firms like yours. We can help you chart a path forward.
Last Updated: July 29, 2024