Legal Marketing in a Mobile World

It has been several years since mobile first surpassed desktop among Internet users. Have you been paying attention to what devices visitors use to access your website and read your email marketing messages? If not, it’s time to do that right now. This is an important part of understanding your ideal target market!

If you have someone else who is responsible for your website, be sure you are getting analytics reports monthly. Among many other things, your site’s analytics will tell you where your traffic is coming from — desktop or mobile.

If you are using Constant Contact, MailChimp or other email service for your email marketing, there will be information on what devices your email recipients are using to open your messages for every email you send.

How people access your website and email marketing will probably depend on the type of law you practice. Generally speaking, PI and criminal defense attorneys tend to have higher incidences of mobile use since their clients usually have an immediate need for legal services and that is how mobile is typically used — for quick searches.

The best practice for law firms when it comes to mobile marketing is to be sure your visitors have a seamless experience, no matter what device they are using. This is because a lot of people use both mobile and desktop devices to conduct research and they want access to the same content across platforms. Since you shouldn’t spend your time guessing what device every potential client is using to find you, your best bet to cover all the bases is to use responsive website design — meaning your content will be served up correctly whether the user is on a desktop, tablet or smartphone — for all your online properties.

You must also be sure your sites are optimized for local search. Most people looking for an attorney are doing a local search, including on a mobile device. To be found, your firm must:

  • Display consistent NAP (name, address, phone) information on all your sites and social media profiles. Consistency is key here! If the way you display your NAP information is different across sites, Google will not be able to verify those sites as trustworthy.
  • Set up a Google My Business page.
  • Claim your law firm’s listing on local directories and legal review sites like Avvo.
  • Post testimonials on your website and encourage your clients to submit reviews on Avvo, Google, Facebook and LinkedIn.

Marketing your law firm effectively on mobile — or anywhere else for that matter — begins with understanding your target market and any unique behaviors they may have that you can capitalize on to get your messaging in front of them.

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