You're not going to an orthopedic physician if you sneeze around dogs. People and companies searching the Web behave similarly. If they just received a notice from the Environmental Protection Agency, then they know they have an environmental law problem. You'll need to define your activities based on how you help people and companies. These potential clients on the Web use search engines to find what they need.
Search engines are computer programs that index information on the Web.
People need an attorney to help them incorporate or immigrate or write a will or solve a tax-free exchange problem. These are the terms viewers use in their searches. Once you define your activities based on how you help people and companies, then you can create Web pages emphasizing the type of cases you want. Of course, you can offer a multitude of services and can communicate these options on your Web site. But you'll need to see how your work fits into an over-all plan.