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Four Steps to Smart Mobile Web Marketing

Four Steps to Smart Mobile Web Marketing

How devoted are consumers to their mobile devices? Consider these findings from Google:

  • 43 percent of U.S. adults would give up beer for a month instead of their smartphones.
  • 36 percent would give up chocolate.
  • 30 percent would give up television.

In short, we’re looking at a highly dedicated user base. That doesn’t necessarily mean they’re dedicated to you, however. In fact, mobile Web users have different expectations and needs than other types of Internet users. Here are four steps to help your law firm connect with them.

1. Identify with the mobile consumer

Think about your last mobile search. Maybe it was when you were walking from your car to the office. Maybe it was during downtime between courtroom sessions. Or maybe it was when you saw an ad that piqued your interest.

The common threads: movement and multitasking. Mobile users are an on-the-go bunch looking for rapid access to information. That helps explain why numerous studies reveal that they tend to have painfully short attention spans and zero tolerance for slow website load times.

2. Take a look at your site’s mobile visitors

Programs such as Google Analytics will provide you with Web traffic snapshots that can identify which visitors were mobile device users. Examine those visitors’ behavior:

  • How long did they spend on your site?
  • What pages did they go to?
  • How long did they spend on those pages?
  • What time of day did they visit?

This sort of data will provide additional insight into your mobile visitors’ interests and needs — and help you script your mobile approach.

3. Take an honest look at your own site

Review your site using a smartphone and a tablet. Then ask yourself:

  • Does your site load quickly on both devices?
  • Do its page elements suit each device (a concept known as responsive design)?
  • Are your firm’s most important details — logo/branding elements, practice area(s), location, contact information — prominently displayed?

If you answered “no” to any of these questions, you might have a problem. But you’re also not alone; plenty of law firms — and other businesses, for that matter — still have websites that aren’t optimized for mobile. By some estimates, up to 90 percent of all U.S. websites are not mobile ready.

4. Think mobile first

That last figure is startling, given how rapidly mobile usage and search have grown. It’s even more remarkable given that optimizing for mobile isn’t necessarily a complicated matter. It simply means designing or retrofitting your site with the mobile user in mind:

  • Strip away all nonessential elements to speed up load times.
  • Place your firm’s key information on a single page or two.
  • Provide user-friendly tap-to-call and tap-to-email buttons.
  • Make your contact forms short and to the point.
  • Reconsider your use of Flash animation, which isn’t compatible with Apple devices.

Eventually those 90 percent of companies with non-mobile-friendly sites will have to wake up to the new reality. Beat them to the punch now and you’ll create a powerful competitive advantage for your firm.

If you would like to learn more about how FindLaw can help with mobile website solutions for attorneys, please contact us for a free legal marketing consultation.


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