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2. • Let’s go back in time to the year 2002.
• Do you remember that moment when it became apparent to every law firm that their
website was indispensable?
• It happened when law firms came to the realization that serious, prospective clients
were visiting their sites.
• Well, here we are 10 years later, and we’ve reached a similar inflection point.
• But this time it’s not about websites. It’s about mobile devices.
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3. • The number of iPhone, iPad and Android users is fast achieving critical mass.
• And we’re all being forced to pay attention to a new generation of users…the iPad
generation.
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4. • My company recently analyzed the website traffic for all our law firm clients.
• What we found was that mobile traffic had increased a whopping 101% over the past
year.
• Of the people visiting those websites, more than one‐in‐ten do so using some type of
mobile device.
• In short: the era of mobile computing has arrived. And all signs point to continued
growth.
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5. • After studying the trend lines, we are estimating that within two years the percentage of
people accessing your website via a mobile device will be nearly 40%.
• Whoa, right?! 40% ‐‐ that seems high! Especially since just two years ago, that number
was close to zero. But it’s going to happen. And it’s going to happen soon.
• But wait. There’s a problem…
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6. • The iPad Generation expects a smooth user‐experience when visiting
your website – no matter what kind of device they’re using. And that’s
not what they’re getting when they use their mobile devices. Google
did a study that found that –
• 48% of your mobile visitors say that they feel “frustrated and
annoyed” when on sites that are poorly optimized for mobile,
and
• 36% saying they feel like “they’ve wasted their time” when
they visit those sites.
• This usability issue is a big problem – one that has kind of been
creeping up on us since June 2007…
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7. • …That’s when Apple introduced the iPhone.
• It was then that website developers like us were first challenged with how to make
websites work on that small screen.
• The answer that the developers came up with was a new format called the .mobi
format.
• What that meant was that basically we were developing two different versions of the
same website. One for desktop computers, and another for the iPhone.
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8. • But here’s the thing… The iPad Generation doesn’t just have just two types of devices,
a desktop computer and an iPhone.
• They use dozens of different types of devices. Tablets, mini‐tablets, smart phones,
netbooks, cinema displays – each with a different screen size, and all being used to
view your website.
• And that’s why the old idea – build a website, and then build mobi version, doesn’t
work so well anymore.
• There’s just too many different size screens.
• So what’s the solution?
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9. • In the summer of 2012 Google officially endorsed something called “Responsive
Design.”
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10. • Responsive design coding techniques make every page of your website mobile‐
friendly. The technology repackages each website page to fit on any screen size,
automatically, regardless of the type of device that’s being used to view it.
• This is how it works... [show demo]
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11. DEMO
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• The obvious benefit is that it no longer matters if your website visitor is on an iPhone,
iPad, laptop, desktop, Kindle – or even a cinema display. Your website automatically
expands and adjusts to fit the screen size of that device.
• But there are a few other benefits of using this new coding technique. Perhaps the
most noteworthy is that it eliminates the need to maintain a separate mobile website.
• And that means one less thing for the marketing department to worry about. Three
cheers for that, right!?
• So responsive design offers:
• an easier–to‐use‐website for a growing population of mobile users
• that’s less hassle for the marketing department to maintain
• It’s a win‐win
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14. • So, that leaves one big question: Is responsive design something that you need to start
thinking about right now? Today?
• Well, if your firm is committed to content marketing – the answer is a resounding YES.
• Why? Because a successful content marketing strategy is about creating highly‐
compelling content, and sharing it ‐‐ with the expectation that it will be shared and re‐
shared over and over again.
• And how are people sharing content they love? Via email and social media. And these
happen to be two of the main applications used on mobile devices.
• So, if we expect people to read and share our content, and we know they’re going to be
using mobile devices to do it – we need to make the content as easy‐to‐access as
possible on mobile devices. And responsive design is clearly the best approach for this.
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15. • I want to leave you today with one thought:
• If we want to cater to the iPad generation, we all need to start by thinking of our
audience differently.
• Traditionally, we legal markers have pictured our prospects in their office, sitting on a
desk chair, consuming our content on a full sized computer. This is picture is becoming
less‐and‐less common .
• I recently came across a fact that perfectly illustrates this new trend…
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16. • 77% of iPhone users say that they use their devices – on the toilet.
• I know! But it’s true. And let’s be honest, we’ve all done it!
• My point is that, if we’re going to successfully cater to the emerging user base – we
can’t just picture this guy [picture of guy on screen.]
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17. • When we’re writing our content and designing our websites it will help our cause if we
begin picturing our prospects consuming our content, like this:
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18. • at the airport
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19. And like this: on the street
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20. • And like this: in the coffee shop
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21. • And perhaps like this: one the beach
And yes… even on the toilet.
Thank You!
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22. Robert Algeri, Partner
‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐
Great Jakes Marketing Company
Advanced Websites for Law Firms
212‐699‐3684
www.greatjakes.com
blog.greatjakes.com
twitter.com/GreatJakes
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