You have a new project, service, or niche market that you are ready to launch. You know you need a strong web presence to match your passion. But do you need a new website for that?
I recently had a conversation with an attorney friend of mine. He was interested in building a niche practice around estate planning and pets. He was planning on buying a new URL and building an entirely separate website for his new niche venture. But did he need to?
Keyword Focused URLs Are a Good Thing
On one hand, having a URL that hits the main keyword of your niche practice is a good thing. For example, I own the URL FerndaleFamilyLawyer.com. Why? Because I am a family lawyer in Ferndale, and I am interested in providing services to my local community. So when someone searches “Ferndale family lawyer” my website is at the top of the list.
Do You Need a Separate Website?
I may own the URL, but there is no dedicated website labeled Ferndale Family Lawyer with my face on it. I am a big proponent of consistent branding. Everything online about my law practice looks the same, and connects into Schmidt Law Services. That includes FerndaleFamilyLawyer.com.
You don’t need a separate website to spotlight different aspects of your practice. Your niche practice areas should be featured on your primary website: the one on your business cards and linked to your LinkedIn account. After all, you never know when a niche client actually also needs your more mainstream services.
In addition to the branding challenges, there is also a financial reason to avoid maintaining multiple websites. Each separate website must be hosted, developed, and updated separately. That can eat into your marketing budget and take up your time as you approve content and go through the update process on each website.
Landing Pages: The Happy Medium
So how do you feature your niche markets without creating a cluttered and confusing website? Landing pages. A landing page is a separate webpage that is hosted on the same site, but is written to target a particular niche. The content uses niche-focused keywords. The language speaks to that target client. All on your base website.
Mechanically speaking, these webpages are hosted on your main website. They share the layout and design – the brand – of your homepage. And they are strongly linked to all of the rest of your content. The standard URL for a landing page might look like this: http://SchmidtLawServices.com/Ferndale-Family-Lawyer/
But the real beauty of a landing page is how well it works with a keyword-focused URL. In general, URLs are far less expensive to buy and maintain than a stand-alone website. And they can be “pointed” at any webpage you want. Think of it like call forwarding. A web user searches “Ferndale Family Lawyer” and finds the URL FerndalFamilyLawyer.com. When they click on it, they are redirected to SchmidtLawServices.com/Ferndale-Family-Lawyer – the landing page particularly targeted at the local community.
By pairing a keyword-focused URL and a well written landing page, you can get all the benefits of a separate niche website, without the cost or time involved to maintain it. On top of the benefits you get from the landing page, you also have the ability to show your niche clients the full range of your products and services. And that means you will get more for your marketing dollar.
Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She writes blogs and webpages for law firms and small businesses. If you need help crafting a landing page for your new niche practice, contact Legal Linguist to schedule a meeting.