Before initiating your website development, it’s crucial to have a clear vision of its purpose and content strategy. This means establishing your goals, taking into account your time and technical limitations, and deciding what areas your website will focus on. This then begs the question, should I go big and cover everything or go niche and focus on one small area?
Go Big or Go Niche?
There are pros and cons to both arguments. Larger websites covering diverse topics can capitalize on more optimization opportunities through content and will show up in more organic search results for a huge assortment of keywords and phrases (if your SEO content creation is up to par). Smaller niche websites, on the other hand, have the advantage of providing very focused SEO content that can pick up more keyword phrases centered around that specific topic. These sites still tend to be smaller, however. So while the traffic might convert slightly better, you’ll still have less traffic overall.
So what’s the solution? From our experience, both broad and niche websites have their merits, especially when it comes to legal website content, but the big website needs to come first. A broad website that contains a lot of great SEO content that covers all of your practice areas will draw in a lot of traffic, give your potential clients the information they are looking for, and appear more prominently in search engine results where those potential clients are sure to find it. By creating a hub of information you are solidifying your reputation as an industry leader and legal resource for your community — a reputation you just can’t build with a niche site alone.
Essentially, while a niche website positions you as a dominant player in a specific field, a comprehensive site establishes your authority across a broader spectrum. You’ll have the ability to reach more people, get more inbound links, show up in more search engine results, and grow your online reputation with a much wider audience by having a broad and search engine optimized website.
After you have spent all the time and work necessary to really get your main website developed and brimming with relevant SEO content, you can start looking at the practice area or areas you really think would benefit from specialized attention and then start planning a smaller niche site devoted to that topic.
The Exception to the Rule
It’s also important to keep your website relevant! Personal injury and medical malpractice practice areas can easily live together on the same website, but mixing a practice area like medical malpractice with real estate law or business law just doesn’t work. You are not going after similar target audiences, which will detract from your website’s authority and may even be confusing to some potential clients. Practice areas that focus on such distinctly separate areas of law should definitely live on separate websites.
Having search engine optimized copy makes it easy for search engines to find your Web pages. If your website isn’t ranking at the top on Google, our team can assist in elevating your web marketing efforts. We Do Web takes pride in producing high-quality and affordable SEO web copy that is clean, consistent, and formatted for Internet marketing. We get excited when your website’s search engine ranking climbs and YOU ARE FOUND. Get started today – 1-888-521-3880.
Be sure to check out our glossary of content marketing terms to deepen your marketing strategy knowledge.
Alex Valencia is an influential entrepreneur, marketer, speaker, podcaster, and CEO of We Do Web Content, one of Inc. 5000’s fastest-growing businesses in America. His agency implements game-changing content marketing strategies and produces top-ranking web content for law firms, medical professionals, and small businesses nationwide.