Due to the high level of competition in the legal profession niche practice areas are a must.
But isn’t that risky?
Is the potential client pool big enough?
Will I get enough clients?
Will I get bored just doing one thing?
When we suggest to clients that they have a niche within personal injury, they often express these concerns – but soon they find the advantages to having a niche far outweigh the possible disadvantages.
Major advantages to niching your practice area:
- Less competition
- Simpler marketing
- Viewed as an “expert” – Clients seek out lawyers with extensive knowledge in a particular field
- Potential referrals will remember what you do
Even though Waffle House serves burgers, you probably wouldn’t go there in search of the world’s best burger, would you?
If I get in a wreck that caused serious spinal injury, I will probably go with “McLaywer Law Firm: Spinal Injury Lawyers” vs. “McLawyer Law Firm: Personal Injury Attorney, I do EVERYTHING y’all”!
If you promote yourself only as a “personal injury attorney,” you are going to have a really tough time distinguishing yourself or getting onto page one of any Google search. There are just too many personal injury attorneys fighting over that first page real estate.
Take a look at some of the things that fall under “personal injury” (not so niche now, huh)
You have to think about the way a potential client uses Google to search for things.
The likelihood of someone searching for “personal injury law firm” is low.
Instead of using a generic legal term such as “personal injury,” a potential client will be more likely to type in the phrase “dog bite injury” or “mesothelioma lawyer.”
Instead of searching for “workers compensation,” the potential client may be searching for information like “what to do when injured at work.”
The more specific the niche, the better.
If you can identify an underserved area in personal injury, go for it.
Below are examples of the right way to pick a niche within your personal injury law firm
Dog bite law group
Pottroff & Karlin | Train Accident Lawyers
Airplane Accident Lawyers