Legal Microsites – why do firms bother? 10 January 2012

Over the last 12 months we’ve been asked to develop a range of legal microsites… Read more

Over the last 12 months we’ve been asked to develop a range of legal microsites for law firms and they have proved highly successful in winning new business… but why? After all firms are spending large sums of money developing high-end websites that promote all their services – so why bother developing bespoke microsites aimed a Personal Injury, Clinical Negligence, Corporate Finance or any other service?

In our experience there are three main reasons.

  1. Tactical Marketing. If you have suffered a personal injury, or your dentist has maltreated you or perhaps your will has been challenged, the very corporate language of a legal website can be both intimidating and off-putting. Hence the success of Claims Direct with its very consumer focused image, message and language. The good news is that a large number of law firms are fighting back with sites such as that we have developed for Withy King and for Gregg Latchams.
  2. Brand Development. As firms take advantage of the new ownership regulations the benefits of developing brands created as separate companies focused on key audiences becomes very attractive. In essence these sites are playing the Claims Direct game – but with some work handed to the owning firm and other work passed out to a panel.
  3. A Niche Service. The other area where we are currently developing websites is where one niche service within the firm is very specialist and sits outside the usual marketing parameters of the business. The microsite is set up to promote this service in its own right. This means that we can use very focused search and email marketing as well as social media to drive a very specific audience to the site.

The success of microsites is continuing to grow with more and more firms finding a steady flow of enquiries can be generated online – particularly from search engine and increasingly from social media – be that Facebook for private client or Linkedin and Twitter for business.

What’s more we’ve also found that mobile websites work particularly well in driving enquiries – particularly for private client sites.

There’s more on Legal Microsites here.

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About the author

Mike Fieldhouse. A former solicitor with 25 years marketing experience, for the last 10 years Mike has led realityhouse, as it builds its reputation across the professional services sector.