Niche Marketing: Identifying the Key Marketing Feature of Your Law Firm

You might be wondering how you’re going to set yourself apart from all the other attorneys in your field. After all, if you think attorney websites are all alike, there’s no way you’re going to convince a client that you’re different, right?

One way to separate yourself from the competition is to showcase one practice area you have a lot of experience with (sometimes called a specialty). This is called niche marketing, and can be an incredibly effective way to bring in new clients—if it is done correctly.

Here are a few reasons to consider niche marketing for your law firm:

  • The 80/20 rule. At Great Legal Marketing, we employ the 80/20 principle to our web marketing efforts. Simply put, this means that 80 percent of your income will come from 20 percent of your clients. Once you are aware of this rule, you can identify which of your practice areas brings in the most business—allowing you to focus all of your marketing efforts to that group. 
  • The educational approach. Now that you know which area of your practice to expand, you can begin writing articles relating to that topic. Informative content and keyword-rich links will not only allow readers to find your site easily, they are also more likely to stay there if you have a wealth of information available on the problem they are trying to solve.
  • Client-specific marketing. You now know which clients you are trying to attract, so now you can speak directly to them. Put yourself in their shoes: what would you want to know in their situation? Are there any special rules that apply to their case that could make their lives easier? Show that you know what they are going through—and that you would know exactly what to do if they hired you.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.