From a previous post of Lawyer Marketing, it explained what exactly a .law domain is, and discussed the gold rush economics that often accompany new domain releases such as this. But the bigger question for attorneys is, should I make the move to .law? The answer depends on your goals.
A Great Defense is Your Best Offense.
Potentially the strongest argument in favor of a .law domain is that if you don’t reserve “your” area, somebody else could. To be reasonable, a branded domain for a little market law practice probably isn’t going to be targeted by the competitors, but it will not be extremely pricey either.
If you’re a solo lawyer named Dan Ciesielczyk in a small town, you’re most likely not running the risk of much if you do not immediately sign up www.danciesielczyk.law. Your market size, company size and, honestly, even the spelling of your surname make that URL undesirable to domain squatters and other lawyers alike.
On the other hand, if your law firm has a strong brand in a more competitive market, you do not wish to miss out on the chance to stake your claim early. To be reasonable, a Boston company called Baker, Fallon, & Olberman probably won’t see big traffic spikes to www.bakerfallonolberman.law in the near future. However if .law domains get traction amongst web users in the future, the cost to sign up that domain now will appear a small rate to have spent for such security.
The much more immediate have to sign up a .law domain lies with non-branded domains. If your company presently owns and markets making use of a domain like www.NYCDivorce.com or www.ArrestedInLA.com, it’s time to take swift and definitive action. Non-branded domains that take advantage of geographic locations and particular practice areas are typically far more important and competitive than top quality domains. Securing their corresponding .law addresses ought to be a leading concern for any companies presently in this position.
Starting on .law
Very first and foremost know that we have actually gone ahead and reserved the .law variation of any of your current domains if your law firm is presently a FindLaw customer. We have dealt with the domain registrar to ensure that nobody else will grab your URL in the coming week. Examine your email for a .law notification which links to a verification page where you can settle your registration. Otherwise, click here and request your offer code to protect your domain.
Not a FindLaw consumer?
You can get a jump on protecting open .law domains from October 12th to 18th. Note that to reserve a domain during this “early registration period,” you will have to pay an in advance reservation cost that reduces with each passing day of that week. You should provide strong consideration to early registration if you have a highly competitive non-branded domain. Starting October 19, you can purchase .law domains without paying an early reservation fee. (Realistically, Dan Ciesielczyk can probably wait until October 19 or after to secure his new .law domain.).
Exactly what about playing offense with a .law domain?
As you can picture, there are other situations and opportunities that provide themselves on the .law domain. In future posts, I’ll explore how law firms can leverage a new .law web address to break new ground online or support their own offline marketing efforts.