A Multi-Website Strategy for a Multi-Practice Law Firm
The Challenge
Chaffe & Chaffe operates across several distinct and competitive legal practice areas. A standard, single-website approach would dilute their SEO efforts, preventing the site from building the “topical authority” Google requires to rank for specific, high-value keywords. This generalist model would have made it difficult to compete with specialist firms in their respective fields.
Our Solution
We implemented a multi-site strategy to overcome the limitations of a single domain. We developed several independent websites, each dedicated to a single core practice area.
This structure allowed each site to be highly specialized. The content, keywords, and overall SEO for each domain were focused exclusively on its legal niche. For example, the family law website was optimized solely for family law terms, allowing it to compete effectively against other dedicated family law firms. At the same time, a separate site did the same for another practice area.
The Results
This strategy proved to be highly effective. The individual, specialized websites achieved top rankings in Google’s organic and map listings for their targeted practice area keywords.
By treating each practice area as its own online entity, the firm generated a higher volume of qualified leads than a consolidated website would have. This approach established Chaffe & Chaffe as a visible authority across multiple legal markets simultaneously.
