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A SECOND WEBSITE: Is It Worth Getting One for Your Firm?
RICHARD JACOBS ATTORNEY MARKETING SPECIALIST
website makes your law firm more resilient to techno-storms.
Around a year or so ago, I decided to spend a day looking through the last eight months of lead data for all our clients who have a second website. Specifically, I wanted to find out (on average) how many extra leads came their way. Do you want to know what I found?
• Expansion: Like I said, all these second websites are tapping into new areas of the market my clients’ main sites don’t reach for various reasons. • Strategic: Having a second website that specializes in one particular practice area allows you to establish yourself as a credible authority in that area, without compromising your presence in other practice areas.
You can expect a 19 percent increase in lead flow.
Now, it’s important to realize…
All of these second websites were highly specialized and focused on a specific practice area, to an extent that isn’t really practical with your “main” website. This means the extra leads they brought in were leads that my clients would not have captured if they were running only one website. In other words, having a second website brings extra (some might also say more powerful) benefits, besides additional business: • Security: Internet technology can be fickle sometimes, and there’s a long list of things that can and will go wrong with your main website. Having a second website that brings new business independently of your main
Should you have a second website?
If you want to market your firm aggressively and maximize your ability to rake in new clients from as many places as possible — and if you have the patience and investment-orientated mindset to give this effort the time and space it needs to ramp up and be successful — then yes!
We use it on clients’ main websites and their second (and third) websites. Why? Because even though the content they use is different, the principles and leverage points for attracting potential clients via Google is exactly the same. Download my 94-point “Google readiness” checklist at speakeasy. marketing/94-point-checklist
And what’s the best way to go about doing it?
Start with my 94-point Google readiness checklist.
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