This just in: a Marin Software study has projected that smartphones and other mobile devices will account for 50 percent of paid search clicks by December 2015. (See the full report). If your law firm utilizes pay-per-click (PPC) marketing, make sure to keep mobile search needs in mind. Considering the current rate of mobile growth, your firm may wish to reexamine the marketing budget for mobile browser accommodations well before 2015.

Law firms need to choose where their marketing dollars are best invested. If you want to garner more customers from all demographics, invest in ad campaigns designed for your mobile client base now.

Marin Software's study found that, in 2013, the cost per click (CPC) for mobile devices jumped at an exponentially higher rate than the CPC on desktops. In fact, there were some areas where even tablet CPCs outstripped desktop CPCs. Advertisers are seeing the value in mobile visitors, and they are willing to pay. In 2013, the average click-through rate was 3.75 percent on smartphones (compared to 2.29 percent on desktops and 2.70 percent on tablets).

Conversion rates are now higher than they have ever been. An increasing majority of the legal client base is now familiar with doing business online. And it is crucial to reach out to those potential clients beyond your own website. If you think visitors are only converting through your contact form, check out our report from last fall: “More Clients Call than Click.”