As you will know from previous blog piece, I am really interested in how lawyers and solicitors generate new business for themselves using online and digital media. In the past I’ve published my own views on recommend legal software, interviewed solicitors, and talked about how lawyers can use social media.
One thing I’ve never really touched on though is how legal firms can create highly targeted and niche specific websites on a local level to target new business. The Accident Claims Web is a great online example of how one firm is currently doing this, and I’ve got some observations of my own, plus some fantastic insight from their online marketing manager for additional clues to this strategy!
If you visit their website (click to claim accident) you will see how they’ve structured the pages using something called silo web architecture, with all pages neatly addressed different types of keyword searches that users who need an accident claims lawyer in the UK would be searching for.
How They Do It
For example, rather than trying to address all types of accident claims and personal injury terms on the homepage, it’s only optimised with written content for keywords such as:
- Accident Claims Advice
- Work Accident Claims
- Car Accident Claims
They then look to target other relevant searches on different pages.
So we know that people looking for an accident claims advice company will also probably want one who can work on a no win no fee basis for them. In fact, no win no fee solicitors is one of the highest types of search terms that people look for when seeking accident claims advice in the United Kingdom (did you know that you can use the Google Keyword Planner to find these by the way?).
They have new pages, for new subjects – works very well.
Because of that, they have a page 100% dedicated to their no win no fee process. You can see that by visiting the webpage that talks about no win no fee solicitors.
(Want to know what no win no fee means? Click here)
In terms of design, they’ve also really thought about how a website visitor will convert. It’s no use getting a potential client to your website if they are not going to pick up the phone, so they have really tried to make sure that the most essential information is above the fold. In other words when a visitor hits the site, do they see the phone number? Is it obvious what they need to do in terms of contacting the company in order to make an accident claim?
Quick Short Interview Quote
I think they’ve really addressed this well with the new website and I took a quick five minutes to get some information from their web manager about how this all came about – his comments are below.
“When building the Accident Claims Web home page we really wanted to make it a separate entity from our branded company website, and instead try and really laser-target local residents and workers who needed accident claims advice in all areas of the UK. That really helped us in creating the site architecture, it helped to dictate the content, and allowed us to get a lot more in-depth than we usually would with our corporate website. Hopefully that comes across when people visit our new website – we’ve already started to get some results in from it so I think we’ve done something right!”
I tend to agree! In the coming months I will be featuring more interviews with other legal firms and solicitors through the UK, and talking to them about how they are using the Internet to generate more online business. Coming next week is new interview with a company that work exclusively in the clinical and medical negligence field – an industry that it quite a hard one to master.
If you would like to use this company then you can visit them in London on:
The Accident Claims Web,
222 Regent Street
Telephone: 020 3131 2268
If you run a legal firm, are a solicitor, or lawyer, and would like to be featured on the Dust Inc website than please get in touch with me so that we can talk and potentially arrange an interview with you. I am very interested to hear from those working in personal injury and accident claims as these are my main specialist subjects in law and the ones that I am hoping to practice in.