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But.....if you're going for Google's "exact match" URL bonus for your home page, you won't get it if your URL has hyphens.

We are jump starting a link building campaign for a personal injury law firm.

We're planning on doing things right with earning links to content people will actually want to share, sponsoring local events, etc.

We're a little worried that some good opportunities could be missed due to the fact some people have assumptions about personal injury lawyers and would be hesitant to link to us simply because of our injury, regardless of what we're trying to share/promote.

One solution we're considering is creating a foundation associated with the firm that supports relevant causes and provides the public with educational resources. That might get over our branding hurdle a bit.

We've also discussed setting up a separate site for the foundation and actually building links to it rather than our main site, then linking the foundation site to our main site. The hope would be that we could get more links to the foundation site and it would in turn pass on link juice to our main site.

My concern is whether this strategy makes any sense. We'd be putting good content on this foundation site rather than our main site. How much link juice would actually be passed on to our main site in this case? Would so much be lost that it would negate the whole purpose?