Go Mobile or Drive Them Away
Just imagine a scenario in which a potential client has a late-night fight with her spouse. She leaves the house and decides to use her smartphone to try to find a local lawyer who can expedite a divorce. When she arrives at your firm's mobile website, however, the site takes too long to download and she can't find the information she needs right away, so she quickly decides to search for a different lawyer.
This is the kind of risk your firm will take if it does not have a website that is optimized for smartphones. Indeed, if you want to expand the reach of your law firm, improve your visibility and generate more leads, then having a mobile optimized website is a must.
After all, in a recent study, 61% of smartphone users said that if they didn't find what they were looking for right away on a mobile website, they'd quickly move on to another site.1 Moreover, a separate study found that, as of 2012, roughly half of the total U.S. population (155.1 million people) uses smartphones.2
To be successful, your site must work on all smartphone platforms (e.g., iPhone, Android, BlackBerry and Windows) and must be optimized for mobile users, providing all of the information they need in a simple, easy-to-read, actionable format.
Specifically, smartphone users are attracted to the following features:
- Big, mobile-friendly click-to-call buttons that make it easy to contact your firm with just the touch of a screen.
- Quick access to mobile maps that specify the location of your office and provide easy-to-follow directions.
- Limited scrolling and no pinching.
- A summary that offers a short, concise description of your firm and the areas of law you practice.
- Links to your firm's social media accounts, including Facebook, LinkedIn and Twitter .
- Site speed (loading times of five seconds or less) and pictures/videos.
To serve mobile users effectively, it's critical to have a site with up-to-date content. If you're mobile site is not synced (in real time) with your traditional site, you could potentially lose clients.
For example, imagine you open a new office that is in the neighborhood of a smartphone user who needs your services. But this potential client does not realize that your new office is just around the corner, because the location has been added to your traditional site but not your mobile site. You can avoid such problems by having an auto-sync feature that automatically updates content on your mobile website any time revisions are made to your traditional site.
Another important fact to remember is that Google prefers websites that have been mobile optimized. The more you follow Google's recommendations for optimizing mobile websites, the greater the odds that people using their smartphones to search online for lawyers will find you.
If you want to measure the return on your mobile website investment accurately, you also need a built-in mobile analytics tool that can help you track visits, page views and the number of times visitors use the click-to-call and map buttons.
Martindale-Hubbell offers all of these features through its Mobile Website service. To learn more about what an optimized mobile website can do for your firm, contact a LexisNexis Law Firm Marketing Specialist.
1"What Users Want Most From Mobile Sites Today," Sterling Research/SmithGeiger/Google, July 2012.
2"Always Connected: How Smartphones And Social Keep Us Engaged," IDC/Facebook, March 2013.
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