Great legal marketing is all about targeting the people who are most relevant to your unique practice. Although it’s tempting to use a broader focus in hopes of attracting more traffic to your site, it’s important to realize that, in the online world, more traffic isn’t nearly as valuable as truly targeted traffic. Think about it this way: if one hundred people find your website with the search phrase “Virginia attorney,” you may be able to help a few with their specific legal problems. But if even twenty people find your website with the search phrase “Fairfax child custody attorney,” then it’s much more likely that you’ll have something to offer to all of them.
The Four Surprising Benefits of Narrowing Your Focus
Driving more relevant traffic to your site is great and should be reason enough to clearly define your target market. However, narrowing your focus can have a few surprising benefits besides just driving more relevant potential clients to your site:
- There’s less competition. Probably the biggest benefit of narrowing your SEO focus is that you’re also narrowing your competition. For example, instead of competing with every other attorney in the state of Virginia, you can narrow your competition to only other Fairfax family law attorneys who offer child custody services.
- It’s easier to tweak your marketing plan. If your target audiences are clearly defined, it becomes easier to create and manage an overall marketing plan that reaches your business goals. You can focus on certain practice areas or geographic locations and cater to what your potential clients need in each area.
- You may gain more credibility. If your specific skills, locations, and practice areas are clear and easy to find via search, it only adds to your aura of expertise. This definitely drives relevant potential clients to your site, but it can also help journalists and event organizers find you for expert interviews and speaking engagements.
- People are more likely to share. If you have clearly defined what you do and where, people are far more likely to pass the word along to friends and family who have relevant legal problems. If you stick with a general focus, it’s less likely that your name will spring to mind.
If you have questions about how to determine your target audience or manage your attorney SEO, reach out to the legal marketing team at Foster Web Marketing today! You can reach us at 1-888-886-0939 or by filling out the convenient online contact form on this page.