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To Niche or Not to Niche That is the Question…

In the pursuit of their perfect practice and the struggle to generate the desired income, many lawyers fear turning away any kind of case but, focusing your marketing to attract the kinds of cases and clients you really want to serve can reap huge benefits for your practice.

A few points: first I am not necessarily suggesting you actually limit the types of cases you take to only one small segmented type. What I am advocating, however, is the idea that you need to take the prospect through your marketing experience by the hand and control the entire process. In order to deliver the best information to your prospect and the best chance that the prospect will become a paying client, you should make clear in your marketing message that you are the right choice to handle their problem.

If you were dealing with a brain illness, would you seek out a doctor whose website shared credentials, information, and articles relating to hips, brains, and eyes? Or would you choose instead to seek out the specialist who was well versed in your particular problem?

People today are more educated consumers, they want not just specialists but super-specialists.

My suggestion is that if you are a criminal defense attorney, for example, you should not just have a website that lists all 100 of your sub-practice areas from federal drug cases to traffic but instead, consider a smaller website that delivers exactly the kind of information that your ideal clients are looking for.

Want more DUI clients, for example? Consider a website devoted to the defense of these cases. Not only will you attract more of the prospects you want…but, because you are delivering precise information, you are establishing yourself as the trusted advisor with experience in their problem area even before you talk to them. The sales process will be easier and they will be more likely to naturally move from prospect to client.

You can learn a lot more about how I’ve used this technique, and many others, to build a multi-office criminal defense when you click here.

About the Contributor
Rachel Kugel
Rachel Kugel is an aggressive criminal defense attorney and a passionate entrepreneur. She has built her practice into multiple offices with consistent profits, since opening in 2004, while balancing motherhood and two young children.
  1. Andrew Goldberg
    January 22, 2013 at 7:44 pm

    Alexis,
    This is really great advice. It might sound counter-intuitive, but I believe the narrower your niche, the broader your market. However, the niche must still have enough paying clients.

    Andy Goldberg
    agoldberg@innovaadlaw.com

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