Practice area pages need to be genuinely distinct, not templated
Search engines and prospective clients can both tell when practice area pages are thin variations of the same template with the specialty swapped out. Each practice area deserves content that actually reflects how that specific type of case works.
Paid search economics in legal are unusually unforgiving
Legal keywords are consistently among the most expensive in paid search, which means campaign structure, negative keywords, and landing page relevance matter more here than in almost any other industry, since a poorly targeted campaign burns budget fast.
Advertising rules vary and have to be respected, not worked around
Attorney advertising is subject to real regulatory constraints that vary by jurisdiction and practice area. Campaigns need to be built with those rules in mind from the start rather than treated as an afterthought.
