Law Firm Websites for the iPad Generation.

by Great Jakes Marketing
Contact

A prediction: The next website your firm launches will be built for the iPad generation – and incorporate something called “responsive design.”

Why? Because all websites – including law firm sites – are seeing a sharp increase in mobile traffic (i.e., visitors on iPads, iPhones and Android devices). These mobile users have unique usability needs – which websites need to accommodate. And “responsive design” is quickly emerging as the standard for the next generation of mobile-ready websites.

What is responsive design?

Responsive design is a technology that dynamically adapts your website to fit on any screen size – from iPhones, to iPads, to desktop computers. Responsive design, which is very new, addresses many of the limitations of traditional mobile websites.

A big shift towards mobile

I recently examined the traffic to the law firm websites that my firm (Great Jakes) manages – and found that the number of “mobile” visitors increased 101% over the past year. Currently, more than 1 in 10 visitors to a law firm website come via a mobile device. And all signs point to continued growth of mobile device usage (for example, iPad sales are expected to soon surpass laptop sales). So, we expect mobile traffic to law firm sites to double again next year – and probably the following year. It won’t be long before mobile devices account for 30% to 40% of your website’s traffic.

Mobile users are frustrated

The rapid adoption of mobile devices poses challenges to legal marketers: The current generation of law firm websites has been designed for desktop computers and therefore isn’t serving mobile users well.

Several studies show that if your website is not optimized for mobile, mobile visitors probably loath visiting it. For example, a 2012 survey of mobile users (by Sterling Research and SmithGeiger) found that nearly half of all mobile visitors say that they feel “frustrated and annoyed” when they visit sites that are poorly optimized for mobile. And 36% say they feel like “they’ve wasted their time” when they visit those sites.

Responsive design – the new mobile solution

In June of 2012, Google ushered in a new standard for mobile websites when it endorsed Responsive Design.

Responsive design coding techniques make every page of your website mobile-friendly. The technology automatically adjusts each website page to fit on any screen size. Therefore, it doesn’t matter if your website visitor is on an iPhone, iPad, laptop, Kindle or desktop with a 27-inch cinema display – the positioning of text and images adapts to fit the screen size.

But the benefits of employing responsive design techniques expand beyond the user’s experience.

Single web address: Traditional mobile websites have a different address from the firm’s main site (example: mobile.LawFirm.com). This causes confusion for users, as well as for Google. Responsive design solves this problem.

Optimized for all devices: The old mobile site paradigm was focused on two device types: mobile phones and desktop computers. In contrast, responsive design anticipates the unique needs of other devices like iPads, iPad minis, Kindles, Nooks, small laptops and large desktop monitors, and all the future mobile devices that will surely be introduced.

Full site: Traditional mobile sites often omitted significant amounts of the website’s content. This is becoming less acceptable as people increasingly use phones and tablets as their primary devices. Therefore, every page on a responsive site is mobile-ready and accessible.

No separate mobile website: Responsive design eliminates the need to build and maintain a separate mobile website codebase. This means greater simplicity – which often translates into fewer headaches, lower costs for legal marketers, and a better user-experience for your website’s visitors.

Why should I care now?

In the near future, mobile devices will account for nearly half of your website’s visitors. However, you’re probably asking: Is there a reason to consider responsive design now? Today?

The answer is: yes. And that reason is: content marketing.

Content marketing is arguably the single most effective form of attorney marketing. Content marketing is about attorneys creating and sharing reputation-enhancing content like articles, videos, e-alerts, newsletters and presentations. If your content is compelling, you can expect it to be shared, consumed and re-shared extensively.

And how do people share content? Via email and social media – two of the main applications used on mobile devices.

It’s no longer safe to assume that your audiences are reading attorney-generated content in their offices, on a traditional computer. Rather, your readers are using their iPads and Android devices from all sorts of locations, like airports, restaurants and their homes. (A recent study by 11mark, a digital marketing agency, found that a whopping 53% of iPhone users access social networks using their phone while sitting on the toilet. A strange fact,

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Great Jakes Marketing
Contact
more
less

Great Jakes Marketing on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.