5 Key Elements That Help Optimize your Law Practices’ Website for Mobile Devices
Mar 15, 2019
10 min read
If your legal website isn't optimized for mobile, then you're certainly leaving a lot of money on the table.
Thanks to the wonders of modern technology, more people access the Internet through mobile devices like smartphones and tablets than ever before. Since these devices offer smaller viewing areas than traditional desktop computers, any sites not optimized for mobile tend to look like a garbled mess on mobile devices, causing most visitors to click away instantly. Let's take a look at five key elements that you can use to help optimize your law website for mobile so that you don't lose any more potential clients.
1. Understanding the Mobile First Strategy
One of the driving forces behind the mobile revolution is Google. Having long since realized just how the rise of mobile usage would change the world, they have changed their search engine algorithms to take this into account. As a result, websites that aren't optimized for mobile are pushed down the rankings, while those that are get a boost.
As you probably know, the higher your site ranks in Google, and other search engines, the more search traffic you get. Search traffic is extremely targeted, and in many cases, "buyer ready." This valuable SEO traffic can be a huge boost to your business, and your bottom line. So much in fact, that many digital marketing services tend to focus very heavily on both mobile optimization, and SEO for a one-two punch that can really make a difference when it comes to legal marketing.
One thing that you should keep in mind though, is that this is called a "mobile first" strategy for a reason, not "mobile only." In other words, having a site that displays well on both mobile and desktop is the best way to go. This is actually much easier than it sounds, and often times leads to a cleaner, more streamlined look on desktop monitors, giving you a win-win situation.
2. Responsive Images and Videos
One big mistake that a lot of make is having images and videos that open in full screen when interacted with. This can lead to a bad experience for visitors, and drastically increase your bounce rate. Instead, you'll want to focus on responsive images and videos that can be used in different ways depending on the needs of the visitor.
For example, let's say you have a short video on your main page in which some of your past clients give testimonials about your services. Instead of having it automatically take up the entire screen when someone clicks onto your site, have it stay at normal size until the visitor chooses to interact with it.
This will allow visitors who want to skip the video to scroll down to the rest of the information on the page, or use the navigation to find what they're looking for. The last thing you want to do is prevent a potential client who's looking to contact you from being able to access your contact page.
3. Optimize with Voice Search
Just as the percentage of people using mobile devices to access the Internet has increased, so too has the percentage of people using voice search to find what they're looking for online. This of course means that optimizing your legal website for voice search is an important part of optimizing your website for mobile.
Voice search can be a tricky thing, and as technology evolves, voice search as taken on some very interesting properties such as context sensitive search results, and intelligent systems that can learn the way a person speaks, and react accordingly. What this means is that understanding your target demographic is more important than ever before.
One example of this would the keywords and phrases you use for SEO. If you're targeting people in their 30s or 40s, they obviously won't talk exactly the same as someone in their teens or 20s. As any legal marketing team will tell you, being able to present your marketing materials in the "language" of your target audience is critical if you want to connect with them. This goes double since you're not only having to take into account your target audience, but also how the voice recognition technology of mobile devices interpret how they talk.
The good news is that this isn't as difficult as it may sound. In fact, digital marketing services know all about this quirk of mobile marketing, and have developed strategies that take advantage of it, such as targeting general pain points among your demographic, rather than keyword stuffing like they used to. Little changes such as these can drastically alter the user experience, and determine how many potential clients find your site through voice search or not.
4. Local Search Optimization
Google Maps made a huge impact when it was introduced years ago, and now that mobile marketing is king, it's more important than ever before. For example, let's say that someone using voice search tells their device that they are looking for a "Austin Texas divorce lawyer." In this case divorce lawyers in Austin, Texas who are listed with Google Maps will have a clear advantage in the search results.
What many people tend to forget is that geo targeting goes way beyond just Google Maps. It also involves targeting keywords and phrases that people performing a local search would use. For example, terms like "best Atlanta dentist," or "emergency Detroit plumber" have become incredibly valuable for both SEO efforts, and Adwords advertising.
5. Easy Contact Options
One of the best things about mobile marketing is the fact that it is easier than ever before for potential clients to contact you. Yet despite this, many law offices neglect to take advantage of this fact, and fail to differentiate their desktop oriented contact methods from their mobile contact methods.
A great way to illustrate this is the way phone numbers are displayed and are used on mobile devices, as opposed to desktop. A person viewing a site on desktop will have to take out their phone, and call the number manually. On mobile however, a person can just tap the number to initiate a call if you set it up correctly. This is a huge advantage you shouldn't overlook as it has been proven to increase conversions.
This strategy applies to texting and chat programs as well. Allowing visitors who have questions, or who need to speak with someone immediately, to activate a chat program with the click of a button will definitely get more people interested in your services, and turn more visitors into paying clients. Just remember that while you can use bots to handle your chat box and answer generic questions, having a real live person on the other end is best.
Understanding the Mobile Advantage
The big takeaway here is not that mobile is making desktop obsolete, but rather that mobile carries several very powerful advantages that you should be aware of, and taking advantage of. If you can find out how to work these advantages into your online legal marketing strategy you will definitely find yourself landing more clients, and growing your business more rapidly. If your law firm could use a boost, make sure you look into how you can use mobile marketing to get more traffic, and increase your revenue. You won't regret it.
Drive Exceptional Growth without an In-House Marketing Team
We drive business growth by optimizing every inbound channel to attract and convert high-quality clients for you
Share with Friends
Marketing Solutions for Modern Law Firms
Drive more traffic, build trust, and increase conversions for your law practice.
Talk to Experts
Four-step Guide to Get Better Results From Your Digital Marketing Strategy
Like all branches of academics and business applications, digital marketing aims at searching better practices to work on various popular platforms. With the evolution of marketing practices and technological advancements in search engine algorithms, professionals can no longer rely on age old practices. The consumer preferences are changing, people have chosen The internet over other alternatives such as Television. In fact, a market study by Marketing Charts reveals that between 2011 to 2014, there has been a remarkable decline in TV viewership. As per Pew survey in 2014, "87% of people between 18-29 use Facebook, 37% use Twitter and 53% use Instagram". Whether it’s discovering techniques to increase fuel efficiency or finding the impact of carcinogens on metabolic functioning of a rodent, every discovery begins with a query. Understanding how search engines work and how they affect your website ranking is not a one-day job. How do we create value in our practices to render a long-lasting impression on the industry? Simple. By experimenting and looking for opportunities where innovation can fit in. Before conceptualizing your strategy, you will need to understand these four basic components. Asserting a Hypothesis Narrow down your queries to some specific areas. You may want to raise your website's SERP, so perhaps you will need to experiment with link-building and see how it affects your web analytics. So stick to it, instead of having a broader and ambiguous query such as how to write a good content for your blog. Having a definite and ordered inquiry will help you define your objectives in a better and clearer way. Sort Down The Affecting Parameters What are the factors that may influence your website's ranking? The nature of the content, website's design layout, page loading efficiency, SEO techniques, etc. in general impacts your website's quality. Note them down so that you know what variables you are dealing with during the experimentation. An effective way of understanding how a particular factor affects your website's worth is by altering it while keeping the rest factors constant. For example, you may change your SEO techniques (without touching any other factor at all) to see if that improves your web page's ranking. Focussing on Strategy(and not merely on tools) Technology is and has always been a great help to mankind, regardless of what purpose he intends to use it for. Having a ultra-modern technology may profit your website, more so when the audience is getting younger and more tech-savvy day by day. But despite all that, technology cannot overtake the value of an intelligent strategy. Focus on bringing about innovation and uniqueness in your approach. Integrate Your Strategies With Your Consumer-Base Every standard website has its active presence on social media sites, especially on Twitter and Facebook. You should have a strategy that caters to your audience base, and that helps the most in reinforcing your brand value. Are your customers very professional? Then you should chalk out a marketing plan that works the best on LinkedIn. Or are your customers young teenagers? Look for an exciting plan-of-action that can be effectively executed on Facebook and Youtube. The idea is to focus on your audience's needs and behaviors. Why Not Experiment with New Things And Control The Results? Most of the marketing professionals refrain from experimenting. Maybe it is because people don't want to take risks or just don't have enough time to try new things. But then, are we not restricting ourselves from the wide open opportunities and advantages that experimentations can provide? In a very dynamic market situation such as digital media, new approaches are the must-have things for survival. New media channels, unique methods of expressing and exchanging information, there is a whole lot of undiscovered America that we need to find. Having a successful experiment will not just help your website or company, but also will foster in you the zeal to use the technology with an upper hand. Attaining this will take your ROI to new quantum leaps. ...
read more
Top 6 Benefits of Marketing Automation You Need To Know
The need for marketing automation has significantly increased in recent years. According to the Marketing Automation Report 2021 , companies that use marketing automation solutions experience an impressive 80% rise in lead generation. The statistics indicate that marketing automation is crucial for effectively implementing strategies and generating leads. Marketing automation enables companies to utilize customer data to launch targeted campaigns, create meaningful digital experiences, and guide customers through the conversion funnel. This blog will explore the advantages of marketing automation and detail how it can enhance business growth and efficiency. How Does Marketing Automation Work? Understanding the concept and functioning of marketing automation is crucial for businesses aiming to optimize their marketing strategies and boost customer interactions. This approach leverages technology to handle mundane tasks automatically, allowing marketers to concentrate on strategic elements that yield outcomes. Key Components for Understanding Benefits of Marketing Automation: Data Acquisition: The foundational step in marketing automation services involves systematically collecting critical customer information from various engagement points, including demographic profiles, behavioral patterns, and interaction histories. Customer Categorization: After data collection, analytical processes are employed to classify customers into distinct segments based on mutual characteristics, enabling precise and customized communication strategies. Campaign Formulation: Marketers employ insights from customer segmentation to construct tailored campaigns, which may comprise targeted email sequences, specialized social media content, or bespoke content aimed at specific demographic segments. Cross-Channel Automation: Marketing automation extends its reach across various channels, including but not limited to email, social media, and web platforms, deploying automated communications to engage customers via their preferred mediums. Lead Prioritization: Through an automated scoring mechanism, potential leads are evaluated and ranked based on their interaction frequency and engagement depth, facilitating the identification and prioritization of those with higher conversion potential. Personalized Content: The core of marketing automation strategy is delivering content personalized to meet customers' specific needs or interests at the most opportune moments, including tailored product suggestions, exclusive offers, or educational materials. Performance Analysis and Refinement: An integral component of marketing automation is the ongoing analysis of campaign effectiveness, utilizing key performance indicators (KPIs) such as engagement rates and conversion metrics to continuously refine and optimize marketing strategies for enhanced outcomes. Want to reduce your CAC to half? Book a strategy call Let’s break through your revenue hurdles We find your primary growth blockers, build expert-led strategies, and provide custom data-driven solutions to help you hit your revenue goals. Set up a 1:1 strategy call 6 Powerful Benefits of Marketing Automation 1. Generate Better Leads Effective lead generation is crucial for business growth. Marketing automation enhances lead generation by automating the capture and qualification of leads. Advanced tools track user behavior on your website, analyze interactions, and identify potential leads who show genuine interest. Imagine you’re using HubSpot Marketing Automation ; if a visitor frequently views specific product pages or downloads white papers, marketing automation systems can assign these individuals a higher lead score based on their engagement and readiness to purchase. Key Benefits: Increased Lead Volume: Marketing automation tools efficiently handle large volumes of data, capturing more leads than manual methods. Improved Lead Quality: Automated systems analyze behavioral data to prioritize high-quality leads, increasing the likelihood of conversion. 2. Nurturing Leads Lead nurturing is vital to converting prospects into customers. Many leads require continuous engagement before they are ready to make a purchase. Marketing automation simplifies this process by automating follow-ups and nurturing campaigns. A marketing automation specialist ensures that a lead who shows initial interest but isn’t ready to buy immediately can receive targeted emails and content to keep them engaged until they decide. Key Benefits: Efficient Follow-Ups: Automation helps follow up with timely leads, decreasing the chance of losing potential customers because of late responses. Improved Conversion Rates: Nurturing leads with customized content can enhance conversion chances and boost business sales. 3. Personalizing the Customer Journey According to research, 77% of buyers expect personalized content tailored to their interests and needs. Marketing automation tools can be used by businesses to send relevant content to a large number of people. These tools can create customized marketing messages that resonate with each customer by analyzing data from various touchpoints, such as website visits, social media interactions, and email engagements. Key Benefits: Targeted Content Delivery: Automation tools let the right content reach the right audience at the right time, enhancing engagement and conversion rates. Enhanced Customer Experience: Personalized interactions improve customer satisfaction and loyalty, leading to better long-term relationships. 4. Better Data for Smarter Decisions Data-driven decision-making is essential for optimizing marketing strategies. Marketing automation platforms provide valuable insights by aggregating data from multiple sources into one platform. This comprehensive view allows businesses to analyze campaign performance, measure ROI, and predict future consumer behavior. Thus, using these insights, companies can make better decisions and improve their marketing strategies for the best outcomes. Key Benefits: Detailed Analytics: Automation platforms offer detailed reports and dashboards, enabling businesses to track performance and identify areas for improvement. Data-Driven Strategies: Access to accurate data enables companies to devise better marketing strategies and manage their resources well. 5. Get Sales and Marketing on the Same Page The sales and marketing functions must be well coordinated to meet the business's set goals. However, these departments work with different tools and processes in many organizations, leading to misalignment and inefficiencies. Marketing automation can bridge this gap by providing a unified platform for both teams to collaborate. Automated lead scoring and routing ensure high-quality leads are passed to sales promptly, improving lead quality and increasing revenue. Key Benefits: Improved Collaboration: Automation tools facilitate better communication and collaboration between sales and marketing teams. Streamlined Processes: Automated lead management and follow-up reduce manual effort and enhance overall efficiency. 6. Build a 360-degree View of Your Customers Businesses need a comprehensive view of customers' interactions and preferences to understand and engage with them. Integrating marketing automation with a CRM system provides a 360-degree view of each customer. This integration enables organizations to monitor customer interactions, understand the level of interaction, and then market to the customers. With detailed insights into customer preferences and buying behavior, businesses can create highly targeted campaigns and improve overall marketing effectiveness. Key Benefits: Enhanced Customer Insights: Integrated customer insights help businesses better understand their target audience and adjust their marketing strategies accordingly. Personalized Marketing: Detailed insights allow for more precise targeting and personalized marketing campaigns, improving customer satisfaction and loyalty. Conclusion The advantages of marketing automation are clear, from generating better leads and nurturing prospects to personalizing the customer journey and making data-driven decisions. By leveraging automation tools, businesses can improve efficiency, increase ROI, and build stronger customer relationships. Ready to take your marketing to the next level? Contact Saffron Edge today to explore how our marketing automation solutions can help your business achieve its goals. ...
read more
Will Your Website Being Copied Hurt SEO? How To Fix Duplicate Content
Copied content on your website can harm your brand’s reputation to an extreme level. It is not just something that makes Search Engines doubt your website’s credibility but is something that tends to leave a bad impression on your audience. This content is the kind that pops up on the web on more than one site (a unique site URL). Most marketers don’t refer to it as a penalty but duplicate content does harm your Search Engine rankings. Starting with the basic reason i.e. why the search engines don’t prefer duplicate content is - the similar appearance it has on different URLs! This makes it confusing for the search engines as to which website’s content is more appropriate for the audience’s perusal. Why is duplicate content an issue? Duplicate content poses a possible threat to domain authority due to several reasons. For website owners, suffering traffic blows and search engine rankings going down is pretty common and such issues stem from these two possible reasons - To offer a good search experience to the audience, most search engines like Google avoid displaying different search results of similar content. Therefore, they are obligated to decide which version will be more suitable as per the searched query. This further weakens the appearance of all duplicate search results. Links equity can be adulterated since other websites handpick the duplicates too. Other than the inbound links aiming at a blog post or webpage, they tend to link to several pieces which further spreads the link equity amongst the duplicates. And as we know that the inbound links are one of the highest-ranking factors, they can severely affect the search appearance of any content. Two Reasons Behind Why Duplicate Content Issue Takes Place In most cases, site owners don’t produce plagiarised/ duplicate content intentionally but as per some studies on the internet, more than a quarter of content on the web is duplicated. URL Prefixes For websites that have different versions like ‘www.abc.com’ and ‘abc.com’ with similar onsite content have created duplicated content for all their web pages. The same goes for these two - https:// and http:// Plagiarised/ Scraped content As a website owner, you need to understand that content not just includes a blog or editorial post, most websites also include product info pages. In this case, when scrapers repost your site’s content on their own websites, this acts as a more known source of copied content. How can a website owner fix content duplicacy? A website owner needs to specify which duplicate content is the right one to be considered. Content that is found on several different sites or URLs has to be canonicalized for Search Engines. Here’s how you can do it: Use a 301 redirect to the right URL The rel=canonical attribute 301 redirect One of the most accurate ways to fix content duplicacy is to set up a 301 redirect from the ‘duplicate’ page to the original content page. At the point when various pages that can rank well are consolidated into a single page, they not just quit rivaling each other; they additionally add more to the relevance and popularity in general. This will emphatically affect the "right" page's ability to rank well. The rel=canonical attribute Website users can also use the rel=canonical attribute as it informs the search engines that the provided page needs to be considered as a copy of the specified URL. In addition to this, it also tells the SE that all other attributes like metrics, ranking status, etc., need to actually be credited to the specified URL. Other methods that can fix content duplicacy Make sure to link internally on a consistent basis if you are a website owner. Such as, if the webmaster decides that the canonical version of a domain is www.abc.com/, then all its internal links should go to http://www.abc.com, rather than http://abc.com/ma.. (Note the absence of www). While you syndicate content, you need to make sure that the website you are syndicating the content at, adds a link back to the original blog page & not a variation on the URL. Always make sure to add a rel=canonical link to your existing web pages that acts as a self-reference. To make sure that the scraper isn’t robbing the SEO credit of your content, it’s imperative to insert a self-referential rel=canonical link to all your existing website pages. This helps redirect to the URL it's already on and combats the scraper’s content-stealing issue. Duplicate content isn’t healthy at all for your website but these substantive blocks aren’t deceptive at all if we talk about their origin. If you are a website owner who needs help with duplicates on their website and wishes to fix it, then follow the above-mentioned steps. You can also seek expert help or talk to our website specialist to make sure that duplicacy isn’t harming your website’s search engine ranking or domain authority. At Saffron Edge, our content marketing services help increase website traffic from your marketing channels. Removing duplicate content and replacing it with engaging, high-quality, and unique content will help your website rank higher in search results and improve your Brand’s value. There is too much content on the internet, and the ones that add worth and are informative will serve the purpose. Readers, if they start following the blog page once, tend to connect to the same page often, and even refer or share on their social media. Thus, the content world doesn’t end there. One viral content and it can be far more prominent than other expensive advertising mediums. At Saffron Edge, we offer robust content marketing services and have been a part of many of Brand’s journeys, not only in the USA but globally. We have patrons who reach out to us to avail of inbound and content audit services. We even have native speakers to service their demands and match their expectations. We spent time understanding the content to suit their brand voice and customer’s search approach and interest. This two-way method has helped from time to time to produce quality and engaging content. You can talk to our website specialists who can run a check on your website and make sure that there is no duplication of content, and it isn’t harming your website’s search engine ranking or domain authority. We even make sure to use redirects and the canonical link element to inform Google if we want the content to be treated as the original within our website. With the pandemic of such stature. i.e., COVID-19 is around, the content has become all the more crucial, and people are spending more time indoors. Contact us now to deliver engaging, informative, and constructive content and online marketing services that suit your needs and are aligned with the best practices. ...
read more
Subscribe to our newsletter
Get fresh stories, case studies, and
advice
from successful creators and industry experts.
Subscribe now
Marketing Solutions for Modern Law Firms
Drive more traffic, build trust, and increase conversions for your law practice.
Talk to Experts