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Should personal injury attorneys have microsites?

If you already have a website for your personal injury law practice, it may not be maximizing your target audience. Your firm’s website provides a comprehensive overview of your law office – who you are, what you do, where you are, etc. It showcases your whole practice. So why would you need a microsite?

What is a microsite?

A microsite is a web page or pages that focus on a particular area of practice you provide, your bio, access to a specific marketing campaign, or some particularly important information you want to share with a targeted base. Microsites can live under your main domain URL, on a subdomain, or their own URL separate from the main website. However, like an umbilicus, they always contain links to the mother site.

What are the pros and cons of having microsites?

Microsites have certain potential advantages for marketing your personal injury law firm.

  • Focus on a particular practice area: When composing content for your main website, you want to reach your entire demographic. That’s not necessary with a microsite. A microsite provides potential clients with specific information that could be directly related to their need. Why have to filter through car accidents, med mal, and nursing home abuse, if what you need to know is about motorcycle accidents? Individual microsites for your practice areas also help you to appear as experts in that particular field.
  • Search-engine-friendly: Interested prospects can find what they need by clicking through from a search engine, instead of having to type in an exact URL. Understand that Google and other search engines rank a site’s individual pages that are specific to certain inquiries so if you have a microsite about trucking accidents in Minot, North Dakota, Google could rank you higher because of the specificity of the information. 
  • Search Engine Optimization (SEO):  Microsites have an SEO value. Your main website requires an entire set of keywords relating to all of the pages. A microsite requires its own very specific keywords that may be difficult to work into your main website. With these keywords, your microsite could start ranking higher on the Search Engine Results Pages (SERPs) for needed information than other sites because it provides a better user experience.
  • Back and forth linking: Links to your main website are on the microsites and links to the microsites are on your main web pages. This is an excellent way to help a potential client hone in on any aspect of your law firm that is of interest.
  • Social media linking: It’s very easy to advertise your microsites on your social media platforms. If you have a post about slip-and-fall accidents, it can have link that takes the user directly to the microsite on that topic.

The foregoing makes it obvious as to why microsites could be beneficial to your personal injury law business, but there are a few “cons” you need to consider.

  • How do you want to be known? Some law firms want their brand to focus on their multifaceted services and want to be known as such. Microsites may not be particularly beneficial for those marketing goals.
  • Cost: Even though microsites are less complex and time-consuming to create than full websites, they do cost money. If you don’t have the budget, it’s best to concentrate on a full website.

Whether to incorporate microsites into your digital marketing strategy can depend upon many factors and your firm’s individual needs.

If you’d like to discuss whether microsites are the way to go for your personal injury law firm, give us a call at Group Matrix. Our staff of experts can help you make the best decision for your budget, your focus, and your business growth.

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