Protect Your Referrals Challenge Day 19: Practice Area Pages

Now that you have your homepage and your attorney profile pages finished, the next most visited pages on a law firm website are the Practice Area pages.

These pages are fairly straightforward. They describe each of the various areas of law you practice.

Today’s challenge is to write a top-level page for each of the areas of law you practice.

For your initial content you may be able to get away with just a few pages. However, over time it is best to get into more detail about specific sub-areas within your area of practice.

For example, if you handle personal injury cases, you should have a top-level page that talks about your firm’s approach to handling personal injury cases and your firm’s experience.

But, you should also have sub-pages that link from this top-level page that talks about sub-areas like Car Accidents, Premises Liability, Truck Accidents, Ride-Share Accidents, etc.

That way a prospective client can find the exact area that meets the issue they need solved and feel more confident that you are the right firm for them to contact.

But, for today’s challenge and the overall Protect Your Referrals challenge, just working on top-level practice area pages should be enough.

If your prospects are on your homepage, allow them the option to navigate to the main practice area while also providing a drop-down menu on the top to navigate to the various internal categories within the main area.

Why should you do this? Think about the user’s experience; organizing your website this way helps your prospects navigate your website.

Practice Area pages should have the following:

• An image(s) that help show the reader what the page represents
• At least two to three paragraphs of information explaining the practice area
• The benefits of working with your firm to handle these types of cases
• Proof that your firm has successfully handled these type of cases successfully
• Links to deeper sub-area practice pages and maybe other areas of your website as applicable

We recommend the practice area page be at least 1,000 words in length.

Having 1,000 words will allow plenty of opportunity to expand upon the benefits of working with your firm, your experience in that practice area, and specifics about that practice area helping your visitor understand more about whether or not this will solve his or her problem.

Remember, your prospective referral likely came to your website and visited your practice area page because someone told them you can help them solve their problem.

This is why we recommend creating separate pages for each practice area instead of several sections of small paragraphs on one page. This will ensure that someone searching about a potential divorce is going to find a page that talks about exactly what he or she needs, instead of a short paragraph and a bunch of information on other practice areas that doesn’t address their issue at all.

Here are some good examples to refer to while working on your practice area pages.

Example 1

Example 2

You have written a lot of content in the last few days, so tomorrow we will move to a much easier page. Your Contact page will be fairly straightforward and will give you a much-needed break from the thousands of words of content you wrote in the last few days.