Mobile Searches: Your Firm’s Golden Opportunity
As we noted earlier, more and more consumers are using mobile devices — smartphones and tablets — to search for attorneys. In other words, they’re often searching away from their home or office computer.
Indeed, according to our new white paper “Are You Ignoring One-Third of Your Firm’s Business Potential?,” 31 percent of traffic to law firm websites comes through mobile search.
The paper also demonstrates that those consumers are increasingly using their handheld, portable digital devices to search for attorneys that are located near where they live. The paper calls these local-mobile searches. And they represent a golden opportunity for law firms — if those firms are prepared.
So how should your firm make certain that it’s being found by local mobile searchers? The key is to understand the online pathway a mobile user takes when searching for a local attorney. And it’s different in many ways from how a consumer undertakes a traditional desktop search:
As this chart shows, in a desktop search, a consumer typically has just one way to contact a law firm — the firm’s website. But a local-mobile searcher has three distinct opportunities to make contact: the firm’s website, its business listing, and local search results.
What this means is that with local-mobile searches, your firm has three times the contact opportunities to manage and optimize.
Does that mean three times the work? Not necessarily. But it does mean you need to do the following:
- You need to improve your local search rankings by making it easier for Google and other search engines to find you. Not all of these fixes are digital ones. For instance, being active in your community can actually boost your rankings, too.
- You need to optimize your local Google business listing. This includes listing accurate business information, asking for online reviews of clients (subject to local bar guidelines) and even adding photos of your firm’s offices and office staff.
- You need a mobile version of your website — one that’s easy to access on a mobile device and makes it easy for user to contact you.
The upshot: As more and more people use their mobile devices to search for attorneys in their area, it’s crucial that a law firm position itself strategically online.
You can learn more about how to profit from local-mobile searches by downloading the white paper (it’s free) here.