October 1, 2009 – There is a lot of research that goes into building a successful website. For attorneys, a great strategy to implement both before and after the website becomes operational is to check out the competition. By visiting the websites of other lawyers in your geographic region and/or practice areas you can learn a lot from what they are doing and what they aren’t.
One of the most important questions you need to ask yourself when developing your website and your web content is: What sets me apart from my competitors? What is it about your services, expertise, experience, etc. that makes your law firm special? What type of content exists on these other websites and how can you create better and more complete versions on your own site? Are there specific types of cases, accidents, legal information, etc. that do not exist anywhere or are written poorly and/or inaccurately?
You can use this information to work on your web content development and create a website that truly (and in a positive way) stands out from the crowd. There are thousands of legal websites out there where lawyers are competing for the same cases. If you want your website to succeed, it needs to offer something that other similar websites do not. The best way to decide if and how your website is unique is to check out your competition, see what their keywords are, run reports to determine how popular these key terms are, and see what types of web content are there or noticeably absent.
Remember, keeping an eye on the competition should in no way result in any plagiarizing of their web content, it is only useful from a research standpoint to help you work on your own website strategy.
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