Taking on more types of cases means making more money, right? Not necessarily. In fact, having a specialized practice area and going after only specific types of cases can greatly improve the performance of your law firm. It might seem counterintuitive—at least until you think it through:
- Focus your marketing dollars. Your marketing budget might not be spent well if you are trying to attract ten different types of people—from those who are arguing a speeding ticket to those who have a possible slip and fall case. If you have a very specific type of client in mind, you can better target all of your marketing campaigns.
- Stand out from your competition. Many of the attorneys we speak with have trouble coming up with a unique selling proposition—the thing that makes them different from their competition. One of the best ways to stand out from the crowd is to have a specific niche that you are good at.
- Charge higher rates. If you begin to build a history of successful cases and establish yourself as the lawyer to go to for a specific legal issue, you can be sure that your clients will pay to have the best. You can also choose a niche that pays out an acceptable amount, as opposed to taking smaller cases that don’t help your firm.
- Establish yourself as an expert. If you focus on one or two types of cases, you will become known as an authority in the field. This gives you a better chance of, for example, being interviewed for news stories. This also is attractive to clients: they want to know that you have a great depth of knowledge and experience.
- Focus your website and SEO strategies. When it comes to online attorney marketing, having a niche can be the difference between getting lost among the competition and getting the exact cases that you want. With a specific type of client and case in mind, you can hone your keywords, your videos, and your overall message.