We Offer Multiple Services, How Do We Create Content Without Confusing People?

I was speaking with a law firm last week who the “offer problem”

They said "We have three main practice areas, criminal defense, juvenile dependency, and personal injury. How do we divide up our content without confusing our audience?"

Whether you're a law firm with multiple practice areas, a medical office treating different conditions, or a business offering various services, this creates a real content dilemma.

Most businesses respond in one of two ways:

They separate everything completely (creating multiple brands and websites)
Or they water everything down (creating generic content that speaks to no one)

Both approaches fail. The multi-brand approach is expensive, time-consuming, and splits your authority. The watered-down approach fails to connect with anyone specifically.

The mistake most multi-service businesses make:

They focus content on their services rather than their audience.
When the law firm asked how to divide content between criminal defense, juvenile dependency, and personal injury, I told them something completely different.

"We're not going to sell the law specifically. We're going to sell the reason why people should go with you."

This shift in thinking changes everything.

Here's how successful “multi service” businesses create content:

Build your brand foundation first. Create content that builds trust in YOU as the provider, not just your specific services.
The law firm's "5 ways to get out of jury duty" video got 5 million views, and it wasn't tied to any specific practice area.

Use the common thread. What's the underlying reason someone works with you, regardless of service? For the law firm, it's "getting legal problems solved." For a med spa, it's "looking and feeling better." Focus on that thread.

A garage door repair company found that their content on maintenance tips outperformed their sales content 5-to-1. They adjusted their content mix accordingly.

You don't need to create equal content for every service. You need to create content that builds your brand while strategically highlighting your capabilities.

The best multi-service businesses don't try to say everything at once. They say the right things in the right sequence.

Your multiple services aren't a content problem. They're an opportunity to connect with more people through more entry points.

The key is knowing how to integrate them without confusion.

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