Guest Post: Turning Prospects Into Law Firms Clients Through the Mobile Web and Apps – Part 2

In our first post on law firms using mobile apps for business development, I looked at the first step of the mobile buying cycle, awareness. In this post, I will look at the next step, interest, before moving on to consideration, conversion and the last step, advocacy.

Consider the following points to ensure your firm’s mobile strategy is properly moving prospects through the interest stage of the buying cycle:

Alert people that you have an app
In the post on awareness, we noted that landing forms are most effective on desktop optimized websites. On your mobile website, the alternative is to alert visitors that your firm has a mobile app, and prompt them to download it. Law firms benefit from having visitors download an app as it presents an opportunity to have long-term engagement with prospects, building a relationship with prospects through valuable thought-leadership content. Make it very clear to your visitors that your firm does have a mobile application when they land on the mobile website: call-to-action (CTA) buttons and a one-time push notification are both effective methods.

Produce exclusive, value-added content
Ideally, your mobile app should provide value-added content, above and beyond what prospects were originally looking for on your mobile website. This an opportunity for law firms to prove their expertise and make the prospect more interested in the firm as a whole. Provide prospects with content that they can’t find elsewhere – this will give them a reason to use the app, share its contents with others, rate it highly on app store storefronts, and keep it on their smartphone for a long period of time. By adding push notifications to the application, prospects have a way of being alerted to when there is new content available, while law firms benefit from having a way of measuring what content is being opened and read.

Exchange your content information for their contact information
You have the prospect’s attention, they’re reading the content, and the firm knows this because of the analytics being used to track how the app is being used. It’s important that the firm continues moving the prospect through the buying cycle by having the user identify themselves at a specific point. One way of achieving this goal is by locking or restricting sections on the app which can only be accessed if the prospect first provides their email address, or other contact information. This step, which we will discuss in the next blog post, is the “consideration” stage of the buying cycle.

- Neil Wadhwa is the Marketing & Integrations Coordinator at Panvista, a company which builds mobile apps for B2B organizations including law firms.