We touched on microsites in our Managed Sites post and sparked a flurry of questions. Attorneys are understandably confused because there’s an entire industry devoted to selling keyword-rich URL’s to law firms-along with the idea that adding more and more content is the goal. But that’s basically b.s., so buck up and prepare to let go of everything you’ve been told about microsites up to now. See: law firm marketing
Most attorneys don’t ask whether they should have them but how many. Microsites are like the technological chia pets of our time: Everyone thinks they need at least one, if not a flock and why not, they’re fun to propagate, a great conversation starter and fundamentally pragmatic, right?
Wrong. If you have multiple microsites, you’re compromising your main site’s potential by siphoning off the potency of external links