1.
Make Mobile Optimization: TOP
Priority for 2013
Are you making your clients pinch and zoom?

2.
TOP PRIORITIES FOR DIGITAL IN 2013
%
SOURCE: ECONSULTANCY.COM IN ASSOCIATION WITH ADOBE
MOBILE OPTIMIZATION IS IN THE TOP THREE PRIORITIES FOR OUTSIDE AGENCIES
THAT SERVE COMPANIES -TOP SEVEN FOR COMPANIES
700 SURVEYED

3.
Mobile Optimization means that every web page, blog post,
ebook, newsletter, video, podcast, form, social interaction,
etc, will adapt to 7 common (or 17 optional) mobile operating
systems and dozens of screen sizes.
1.3 BILLION SMART PHONES* WORLD WIDE
*DEVICES WITH INTERNET CONNECTIVITY, WEB BROWSER AND CELLULAR VOICE

4.
“An increasing number of in-house counsel
are reading daily general business media on their
smart phones (53%),
tablets (39%),
or mobile apps (23%).
Signaling their growing consumption
of media on the go!
SOURCE: 2013 IN-HOUSE COUNSEL SURVEY BY GREEN TARGET, INSIDE
COUNSEL MAGAZINE AND ZEUGHAUSER GROUP
MOBILE CONSUMPTION IS RISING

5.
Business people consume
content in a highly distracting
environment.
On smart phones they are looking
for a snippet of practical
information...
They want to find it...quickly, easily,
and move on.

6.
Mobile Optimization
Provide a positive experience
from any device, screen size,
OS, or browser with...
1. Responsive Design
2. Dedicated Mobile Websites
3. Mobile Apps
4. Mobile Landing Pages
5. Mobile Friendly Email
Campaigns

7.
Responsive
Design
Adaptive version
of your primary
website
Opens in a
browser
Does not reside
on the device
Needs an
Internet
connection -
(typically loads
slower than a
mobile website)
Dedicated
Mobile
Website
Built to display
on various
devices,
screens, and
operating
systems
Opens in a
browser
No part of the
site or content
resides on the
device
Needs an
Internet
connection -
(typically
optimized for
faster load)
Mobile
Application
Downloaded to a
device from an
App store
Does not open in
a browser
Sits on the
user’s home
screen
Can be used
without a
connection -
with limitation
THREE COMMON MOBILE CONTENT-DELIVERY-METHODS
MOBILE WEBSITES - MOBILE APPLICATIONS - RESPONSIVE DESIGN

8.
Customizing gets
expensive
Slower load time
Content clutter - mobile
users are not looking for
deep information
Outdated sites don’t adapt
nicely - frustrating for users
Limited things you can do
compared to a dedicated
mobile website
One website - adaptive design
CONSIDERATIONS:
#1 RESPONSIVE WEB DESIGN

9.
Responsive web designs are inherently complex because they are trying to support
many viewing experiences without necessarily optimizing the experience for one
particular device (or genre of devices)
To speed up a responsive site would require remove specific scripts from running,
avoid loading certain CSS, and downloading large images
A responsive website tuned for best performance would still not be as fast as a
dedicated mobile website that’s implemented equally well
Complexity of customizing involves greater cost

10.
FREE: Responsive design Wordpress plug-in
WPTouch allows More customization than Jet Pack mobile plugin
TURN YOUR WORDPRESS BLOG INTO
A RESPONSIVE DESIGN FOR FREE!

11.
#2 Dedicated Mobile Web Design
A website that is specifically designed for mobile - separate from your desktop site

12.
Click to call
Click to email button
44x44px
thumbprint sized
with space around
Above the fold - top
100px
No pinch & zoom
Concise content - avoid
clutter
Choose fonts/colors with
contrast
Speed Strip out large images No Flash
Single column view Forms should be short
Test on landscape and
portrait views
Include maps link to google maps
open embedded map
app in your site
YOU CAN encourage visitor behavior BY THE PRECISE LAYOUT OF YOUR
Dedicated MOBILE WEBSITE DESIGN
TEST ON ALL OPERATING SYSTEMS, DEVICES AND MORE....

13.
Faster Load Speeds – Dedicated mobile websites use less code and
smaller images than desktop sites, making their page load speed much
faster. Responsive design sites contain far more code, content, and larger
image files, which can slow down page load speeds.
Designed for Specific Purpose – A dedicated mobile site can enable
specific actions, i.e. allow clients to easily and conveniently book an
appointment on the go. (You could alternately contain that function in an
app.)
Usability - Some desktop site features do not work properly on mobile
devices. When a visitor encounters this, they can become frustrated with
the experience, which can result in lost business. With a dedicated mobile
site, you can potentially provide your visitors with a more user-friendly,
specific mobile experience.
Less Content - A dedicated site will contain only the most important
mobile content and thus, clutter.
PROS

14.
Dedicated mobile sites require multiple URLs for each page
optimized for mobile. This results in redirects, potential
search engine optimization issues and the potential for
errors between devices.
Dedicated site content is stripped down - attorney bios
would ideally be truncated.
Dedicated sites sometimes look, feel and function differently
than the full site - not necessarily wrong if it serves a user’s
purpose.
A dedicated mobile site requires that content be replaced,
changed and updated on multiple urls. Content management
may be an issue.
CONS

15.
How are law firm
mobile sites
measuring up?

16.
welcome to our “mobile site”?
Seriously?
visitors do not need to be told They’re viewing the site on their mobile...
“Welcome” IS FALL BACK TO 1997 WHEN PROTOCOL WAS TO
WELCOME EVERYONE TO THEIR WEBSITE...QUAINT - FAR FROM INTERESTING

17.
Lead with experience
Less is more...EDIT to SAVE REAL ESTATE - It can make all the difference - view more vs. View All experience
KEEP IN MIND: ON MOBILE....

18.
Lead with search...
Do not make the user delay gratification while “find” pages load up. AVoid extra clicks.
GOOD BETTER

19.
lead with brand
clear concise above the fold branding.
Choate adds intuitive access to search and menu options using icons
GOOD VERY GOOD

20.
Lead with CALL to action
Don’t make visitors think and click, click, click. Make it easy for them - click to call or click to
email you!
OR CLICK CLICK CLICK
CLICK TO CALL!DON’T MAKE ME THINK!
Where do I go to call you? Pick a
door!

21.
Why will people
download our APP?
it serves a function - what?
it makes life easier - how?
it’s entertaining -why?
IF YOU THINK YOU NEED AN APP, ASK...
#3 MOBILE APPS

22.
Apps should Make important things Interesting, easier or entertaining
Apps are a WEb application downloaded to a device for special purposes

23.
“Of the firms on the 2012 AmLaw 200 list, 22 firms (11%) have mobile apps.
This is an increase of 38% from last year [16 firms]. As a point of reference, 54
AmLaw200 firms (27%) have mobile compatible web sites.
•“Of the firms on the Global 100 list, 23 firms (23%) have mobile apps. This is
an increase of 35% from last year [17 firms]. As a point of reference, 29
Global100 firms (29%) have mobile compatible web sites.
•“AmLaw 200 and Global 100 firms have collectively produced a total of 42
apps. This is an increase of 54% from last year.”
Source: Law Firm Mobile Blog
http://lawfirmmobile.com/2013/03/amlaw-200global-100-mobile-app-report-for-2013/

24.
Yet...60% of mobile/tablet users prefer reading
news on a mobile website, not an APP...according to Pew
Research Center
87% in-house counsel use the Internet for getting their news &
information...
Sidley app provides push notifications users select from by practice focus
Possibly important, easier for companies that have lots of legal issues...

25.
Apps that enlighten users about important
issues may influence them to pick up the phone
and call you!

26.
Your APP is cr-app
If your app does not make important things easier,
more interesting or entertaining...save your money,
time, and reputation.
If you have only occasional newsletter content or blog
posts, attorney “list” or dense content that can be
found elsewhere on a website, you are not app-worthy.

27.
Your clients may want
your app IF....
...your app provides a client portal to make online payments, contact
personnel with one click, schedule a meeting, access court resources,
view calendar deadlines, receive reminders, calculate something, or
push notifications of breaking industry news...you might be app
worthy, but only if your clients perceive value. If not...
• Better to co-brand the next Angry Birds, with your client’s tech
start up, than to waste time inventing something that isn’t going to
fly...pun intended.
• Better to build an effective mobile site and some landing page
campaigns to learn how you might address an unknown need with
an app that isn’t crap!

28.
A Mobile
LandingLanding
Page is...Page is...
QR CODE READER
A SIMPLE MOBILE PAGE THAT IS
THE DESTINATION OF A LINK
FROM MOBILE ADVERTISING,
TEXT MESSAGING, QR CODE, OR
EMAIL NEWSLETTER CAMPAIGN
IPHONE: QRREADER BY TAP MEDIA - FREE
#4 MOBILE LANDING PAGES

29.
Landing Pages are
used for:
campaigns
coupons
opt ins
lead capture
test newsletter
effectiveness
test visitor
experience for
improvement
convert leads

30.
Case study
Ritz-Carlton Destination Club
brand sent an email offer to
it’s list to learn about user
behavior on specific
devices...
SOURCE: MARKETINGSHERPA.COM :-)
WHAT THEY LEARNEDWHAT THEY LEARNED
SURPRISED THEMSURPRISED THEM

31.
iPhone
subscribers
were directed to a specfic custom
landing page with only
Company logoCompany logo
One sentence of copyOne sentence of copy
Vertical form fieldsVertical form fields
Button to sendButton to send

32.
Standard
all other email newsletter
subscribers were linked to a
standard page with typical,
rich images, dense copy, and
a book now button

33.
The iPhone page had
starkly higher conversions
than the standard page.
Conversions jumped from
5% to 7% for iPhone
users.

34.
Second
email offer
Expanded the campaign to
include offer for
2 complimentary nights
package in Vail.

35.
logo
Headline
Bullets
and Buttons to request info
or view images
iPhone subscribers were given
three options on their landing
page...

36.
REQUEST INFO FORM:
Keep It Short.
MOBILE USERS MAYBE
“ALL THUMBS!”

37.
View Images: custom gallery page
This landing page option on email #2 was sent only to iphone users

38.
Mobile email traffic
increased 243% from the
2nd campaign, over all.
iPhone visitors converting
at a higher rate
8% of all landing page traffic
15% of form completions

39.
The fact that law firms cannot offer coupons, two for one
deals or “sell” product does not exclude them from
building email campaigns and landing pages to test client
sentiment, evaluate actions or build client loyalty, for
example.
Really, the opportunities are limited only by the questions
you want to answer, the creativity you employ and Bar
rules on advertising and ethics.

40.
Law firms are leaving significant opportunities on
the table if they do not have a mobile website
Email marketing and mobile landing pages - used
in certain business cases - can support the client
experience in important ways
For the right reasons, mobile Apps can provide
value to clients--make something easier, more
interesting or entertaining--and build brand loyalty

41.
TIP:TIP: free google mobile landing page creator
google.com/sites/help/mobile-landing-pages
HAVE FUN AND TRY MOBILE
LANDING PAGES free!

42.
CONTACT JAYNE NAVARRE
jln@lawgravity.com
786.208.9108
VIRTUALMARKETINGOFFICER.COMLINKEDIN.COM/IN/JAYNENAVARRE
LAWGRAVITY.COM
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