Mobile friendly websites will finally be the norm
Everyone knows that having a non-mobile friendly website is bad, both for user experience and search engine rankings (as Google already penalises websites which aren’t mobile-friendly). 2016 will finally see the last non-mobile friendly sites disappear.
Mobile user experience will improve
While most organisations already have mobile responsive websites, a lot of them have been designed to “make do” rather than designing specifically with mobile users in mind. We expect more work around UI and UX (user interface and user experience) in 2016 to help mobile traffic navigate responsive websites more effectively.
SEO and content marketing in different formats will grow
In recent years, Googles algorithms have become even more clever in the way they rank websites. The only way to outrank competitors on a given keyword is to write content that does a better job at helping visitors (and Google) understand what that topic (keyword) is about. More effort will be put into content that will grab people attention including videos, podcasts, infographics, and interactive content (for example, interactive infographics or Q&A).
A greater and more refined use of data and analytics
Using websites to collect data can generate valuable insights. Improved knowledge of website analytics will help ensure chambers websites are tested and refined to better suit the needs of visitors.
Personalised user experiences
Legal services organisations are behind many other sectors in the amount they are investing to capture and use the data they have available to create a compelling user-focused experience. Realising the importance of data and its power to better connect with clients during their journey can help content and marketing messages become more tailored, and therefore, more relevant to each individual.
Accurately measuring ROI
Finally, we hope that 2016 will be the year when the legal services sector starts to track online traffic through to income. Insights into the leads different forms of online marketing generate, and tracking, which are most successful at turning into income, will enable firms to refine their online marketing spend and monitor the revenue campaigns generate in pounds, rather than just leads.
