There are varying statistics on the prevalence of smartphone use over desktop use. According to a 2015 study, the number of mobile-only users finally surpassed the number of desktop users. Other studies report that between 25 and 50 percent of all web traffic comes from smartphones and tablets. However, there is some consensus that you get a better ROI by investing in good desktop design and content. It is always a good idea to diversify your marketing strategy. When it comes to the mobile vs. desktop debate, the key is knowing the function that each platform serves.
The Shift from Desktop to Mobile
Much has been written about how mobile devices are taking over the digital marketplace and slowly replacing the old-school world of the desktop. One columnist argues that in order to succeed, firms should shift their mindset and prioritize in developing a strong mobile platform. The theory is that mobile devices are rendering the desktop obsolete, or at least secondary. For example, web designers have historically developed wireframes and comps for your website that don’t include your mobile site. They might just add a WordPress plug-in to make the site mobile ready, rather than design for mobile first.
Although it is important to have a clean, efficient mobile site, the desktop still has its place. There is limited space on a mobile device screen, and it can be more difficult to type. For that reason, desktops are best for accomplishing intensive tasks that require writing, processing information, reading or editing. Mobile phones and tablets are better for screen shots, capturing images and digesting broad, generic swaths of information.
Perhaps for these reasons, desktops reign supreme when it comes to ROI. According to a recent report, ROI will continue to trail desktop search until mobile performance gets more precise. The takeaway is not to forsake quality content and desktop design.
Optimize Your Mobile Design
Content that really lends itself to a mobile platform includes lawyer biographies, practice area descriptions and news about the firm. In addition, there are a number of great features you can incorporate, including:
- A map to your office that can launch a GPS program to help potential clients find your office
- Setting phone numbers to automatically dial when tapped (don’t you love it when sites do this?)
- Links to blog posts, tweets, YouTube videos and podcast feeds
- Mobile bill pay
- Basecamp or Dropbox, so clients can view case reports
- Live chat functionality
- An appointment request feature
Finally, a recent study has shown that mobile device users are two times more likely to share content from a mobile device than from a desktop. If your social sharing buttons only work on your desktop, you are missing a huge opportunity for branding.