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Lawyerists have been encouraging you to optimize your law firm’s website for mobile since at least 2010. And while it’s still really good advice to optimize your legal website or blog for mobile device viewing, I think you’re probably better off switching to a responsive design than using a WordPress plugin or other mobile web design workaround.
Does Mobile Matter?
Back in 2010, Randall observed that it’s unlikely your web-based marketing will fail if you do not have a mobile website. And he’s right, at least for now. However, it’s difficult to ignore the rapid growth of the mobile web and its impact on businesses, like law firms.
As with any other marketing initiative your firm considers, the first thing you want to explore is how your target audience uses mobile devices. Are your potential clients or referral sources likely to use a mobile device to search for you or for information that might be contained on your website? If so, what is it that they are searching for? Is it the same or different than what they would be searching for on their desktop or laptop computer? What are your potential clients likely to use their mobile devices for? Is that something the firm’s website provides? These answers will help you determine what should be included in your firm’s mobile site.
According to Google’s Reasons Mobile Matters:
By 2013, more people will use their mobile phones than PCs to get online.
Mobile searches have grown by 4X since 2010.
There will be one mobile device for every person on earth by 2015.
You don’t need to conduct a large-scale usage study to recognize that more and more people are using mobile devices to access the internet. Most mornings, I use the CTA to get to work. And in my unscientific observations I would say that, on an average morning, at least half of the people have their heads buried in their mobile devices.
And much of the web analytics data that I see supports the conclusion that “mobile is mattering” more and more.
If you want to see whether mobile users are visiting your site or blog, and you use Google Analytics, you can create an advanced segment to view only mobile traffic:
You might just be surprised by how much mobile visitor traffic you’re getting even now.
What Is Responsive Web Design?
Until only the last couple of years, there has been a smorgasbord of ways to deliver web pages to mobile devices. More recently, Google broke mobile sites down into three general configurations:
Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google’s recommended configuration.
Sites that dynamically serve all devices on the same set of URLs, but each URL serves different HTML (and CSS) depending on whether the user agent is a desktop or a mobile device.
Sites that have a separate mobile and desktop sites.
Responsive web design is basically the idea that your web pages adapt to the layout of the viewing environment. In other words, pages adjust to the device upon which they are being viewed.
To learn more about the concept, I recommend Ethan Marcotte’s Responsive Web Design piece.
Comparing Mobile Sites & Responsive Design
In Mobile Websites vs Responsive Design: What’s the right solution for your business? Googler Jessica Sapick outlines some guidelines for choosing between a mobile website and a responsive design:
In my view, unless you have an e-commerce site or some advanced web app functionality that just doesn’t translate well, you’re probably better off going with a responsive design over a dedicated mobile site. Obviously, this is a pretty broad generalization that doesn’t apply equally in all situations.
To help you decide between mobile and responsive design, Google’s developer site has some detailed information about building for mobile.
For most sites, if you do a side-by-side comparison of a mobile version and a responsive design on a mobile device, you’ll quickly see how much more user-friendly responsive sites are. John Polacek (@johnpolacek) provides a very useful demonstration of responsive design at work that I recommend.
Responsive Design, WordPress & Thesis
The Google guideline above only gives two stars for responsive D-I-Y options. I tend to disagree with that.
If you’re using WordPress, and you should be, there are a variety of responsive themes coming online. Responsive is one free theme available in the repository.
For Thesis users, DIY Themes has a responsive skin + child theme starter set.
I have found it pretty easy to switch basic sites and blogs over to responsive design. Obviously, the more complex your site is, the more work that will go into making a site responsive.
Have you seen any good examples of legal sites that have gone responsive? Does your firm have plans to switch to a responsive design? Have you been experiencing an increase in mobile device user traffic? Have you opted for a mobile site over a responsive design? If so, why?
(Photo by: http://johnpolacek.github.com/scrolldeck.js/decks/responsive/)