While we often encourage our clients to carve out their niche practice areas to show their strengths, there is such a thing as being too specific with your lawyer marketing strategies.

For example, when one of our personal injury lawyer clients comes to us for advice on marketing, we often suggest that he or she pick out what practice areas he/she really wants to focus on.  Is it soft tissue, volume cases like car accidents?  Is in the more labor intensive disease cases, such as Mesothelioma?  Would you just like to get a few medical malpractice cases or is it something you like and are good at?  Then, once we have a few picked out, we position our clients as leaders in that field.  This can include creating niche practice law firm websites, setting up separate pay per click campaigns, taking out ads in television or the newspaper, and more.

But what happens if you are so specific that you eliminate business?  Now, I know that many personal injury attorneys would take cases involving injuries resulting from gondola accidents.  However, let’s say (just for argument’s sake), that was the niche you wanted to focus on.  It’s great that you are so specific; however, how many cases are there for that area?  If there are just a few, it couldn’t hurt to have some marketing set up for it, but I wouldn’t narrow the focus so much that you are hoping for business from only a handful of potential clients.  In that case, expand to include a few more vehicle accidents; you don’t need to compete with car accidents, but you do want some options.
 

We work closely with our clients to choose their niche practice areas in areas that are likely to result in returns on their investments.  If you are unsure of how to focus your practice, please feel free to call or email us.