Legal websites require a mobile first approach

3rd September 2018

There’s a lot of competition between legal websites to reach new audiences. Firms with a mobile first approach have an advantage

Up to 75% of all legal clients visit legal websites when seeking to appoint a firm. A further 98% of all smartphone owners claim to use their mobile for searching information. So, if the target audience is active on mobile, why aren’t all firms set up for mobile users?

Legal websites that are optimised for mobile don’t only improve user experience (UX). There are a number of additional benefits:

Increased website traffic

One of the struggles for many organisations moving through digital transformation is online visibility. Firms know who they want to reach (whether it’s clients looking for specific law services or new employees) but are still in the process of ensuring their legal websites are easy to find.

Visibility comes from ranking high in Google’s search results. This can be achieved through ‘Law firm SEO’. One of the key factors is a site’s mobile optimisation. Google aims to provide its users with the most relevant, best performing and engaging sources in search results.

Legal websites that meet Google guidelines for mobile optimisation can be rewarded with great rankings and visibility. Three quarters of online users will not click past the first page of Google search results. When 3.5 billion search queries take place on Google each day, optimising for mobile is a great place to start for firms that want to drive traffic to their legal websites.

Higher engagement levels from audiences

50% of website visitors expect a web page to load in 2 seconds. The Kagool research team carried out an analysis of the top UK law firms to put together a Digital Maturity report on the sector. Part of the report looks at how well legal websites perform for speed using a standard 3G connection.

Although 79% of the firms’ websites were optimised for mobile, the majority had poor loading times. Legal websites that don’t load quickly not only run the risk of losing business as their bounce rate increases.

Legal firms looking to recruit the next generation of law professionals also need to be taking their mobile optimisation seriously. The younger generation of digital natives expect businesses or services to be ‘always-on’.

They’ve been raised with cloud technology, and instant gratification services like Amazon prime, Netflix and Apple Pay where they’re used to their user experience being quick and seamless – no matter what device they’re using.

More conversions

Smartphones were found to be considered as the most important device for people in the UK to connect to the internet in 2018. Statista revealed that 48% of respondents stated that they use their mobile to go online more than laptops, tablets, PC or any other device.

With this volume of mobile users, it’s easy to see how in Q1 2018 purchase growth rate on smartphones increased by 66%. Law firms can capitalise on this user behaviour through a mobile first approach.

When potential clients are looking for a legal advice or representation they will want to carry out their own research before making a choice. Legal websites that consider this behaviour will ensure that their website has everything for the perfect user experience.

This means having strong SEO in place, suitable content and clear call to actions, so that when the visitor is ready to get in touch, its effortless. If we use an enquiry as a conversion this could be available on mobile through:

  • Instant click to call
  • Online chat
  • Contact form
  • Email address
  • Social engagement channels

Identifying how to best engage the targeted audience through various behaviour and device used to access your website will all help to improve conversions too.

How to ensure your legal website is optimised for mobile

If you’d like to gain leverage through optimising your firm’s website for mobile or are looking for other digital marketing services, contact us. At Kagool we work with some of the UK’s leading law firms to help them achieve their digital goals.

With a portfolio of credentials from the likes of Google, Microsoft and Sitecore, we’ve got all the expertise under one roof to assist you whatever the project.

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