As marketers, we are always looking at ways to improve our clients’ websites to make them more engaging. At the Legal Marketing Association’s Continuing Marketing Education conference, I heard a really interesting, yet semi-controversial idea: Forget the practice area pages! Statistics show that 56 percent of website traffic goes to the attorney bio pages, 30 percent to Home and Contact pages and only 9 percent to Practice Area pages. It’s a challenge to make practice area pages interesting and different.
The presenter, Robert Algeri of Great Jakes, suggests rather than Practice Area pages, focus on “Emerging Issues.” You can devote a page to what’s happening now and how these events affect your client. An Emerging Issues section can attract more attention to your firm by highlighting news that is immediately applicable to your clients’ lives. (or “that has a clear connection to your clients’ lives.”) Robert presented an example of a firm that focused on Superstorm Sandy as an Emerging Issue, providing an overview of the types of clients it could affect, insurance adjuster information, a stream of recent media coverage, etc.
This approach positions you and your firm in a unique way and gives you the competitive edge by being the go-to source for all things news.