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Law Firm Practice Area Launch Playbook

People with a legal problem usually start by trying to understand it, often in a stressful moment. A firm adding a practice area can help them with plain-language explainers, provided every page is accurate, general and reviewed by the lawyers responsible for it. This playbook plans that content within the rules that govern legal marketing.

Para quem é

Law firms and solo practitioners adding a new practice area or launching one on their website.

Antes de começar

  • The scope of the new practice area and the jurisdictions it covers.
  • A responsible lawyer who reviews and approves every page.
  • The professional conduct and advertising rules that apply to the firm.
  • A contact or intake process for enquiries in the new area.

Passo 1

Plan within the rules

Decide what to explain and how to stay general.

  1. List the questions people ask when they first face a problem in this area.
  2. Separate general explanation from anything that would be advice on an individual situation.
  3. Check planned topics against the conduct and advertising rules that apply to the firm.
  4. Plan a practice area page as the hub for the explainers.

Passo 2

Create reviewed explainers

Write plainly, accurately and for the right jurisdiction.

  1. Write explainers that describe the process, the usual steps and the terms a reader will meet.
  2. State the jurisdiction each explainer applies to and when it was last reviewed.
  3. Tell readers clearly that the page is general information and how to get advice on their situation.
  4. Have the responsible lawyer approve each page and record the approval.

Passo 3

Publish and route enquiries

Connect explainers to the firm’s intake.

  1. Publish the practice area page with the first explainers.
  2. Link every explainer to the practice area page and the enquiry process.
  3. Add the practice area to the firm’s navigation and lawyer profiles.
  4. Add explainers as new common questions arise, each reviewed before publication.

Passo 4

Measure and keep current

Law changes; the pages must change with it.

  1. Check which explainers appear in search and for which questions in your search console.
  2. Track enquiries in the new area and the pages they came from.
  3. Re-review every explainer on a schedule and whenever the law changes.
  4. Withdraw any page the responsible lawyer can no longer approve.

Erros comuns

  • Explainers that read as advice on the reader’s own case.
  • Pages that do not say which jurisdiction they apply to.
  • Describing outcomes the firm has achieved in a way the conduct rules do not allow.

Onde o Opus Rank ajuda

Tutoriais para as partes deste plano que você pode fazer no Opus Rank.

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