In the last three years, every week has not passed by when a law firm didn’t inquire from me about creating an “app.” Most are unsure what they wish it to do and why, but they need one. Before delving in with billable time, money, and resources, be sure to battle through right here steps in determining a plan.

The reality is that many smartphones look something like my Android — where the daily accessed apps start with email and calendar, followed closely by Facebook, Pandora, ESPN SportsCenter, and TMZ. a number of businesses have successfully gotten me to download and use apps, including Dunkin Donuts, Starbucks, CVS, and ShopRite. None of those involve quite a lot of legal research.

But law firms big and small, corporate and consumer, have developed a handful of quality apps to enhance their business development efforts. Most recognize that the app itself is probably not a big rainmaker of latest matters, but when properly conceived, can enhance a firm’s brand that can be purchased.

Step 1: What’s going to the App Do?

Interestingly enough, the difficult question for many law firms to reply to must be the most effective. What is going to the app do? Most attorneys all for creating apps desire to do it as it appears like a hot thing to do and other law firms are doing it. The response to my question of “what would you like it to do?” is usually met with a shrug.

If you don’t have a substantive function, you’re wasting everybody’s money and time. App development among large law firms is easily a trend; more because a lot of these firms simply follow one another than that the app seems to be a major business development tool. Most firms have found that the apps are met with an initial spat of downloads from people inside the firm, friends, and clients. However, there’s minimal success in getting external downloads or even less success in having people who download the app return to exploit it with any frequency.

Step 2: What Platforms?

If you’re looking for law firms that were sooner than the curve, Delaware’s Potter Anderson launched eDelaware in 2008. Originally built for a BlackBerry — because that was the device everyone in business was using then — it now has compatibility with iPhones and iPads. The app includes statutes and case summaries from the Court of Chancery and the Supreme Court of Delaware. It has a purpose, a use, and is updated frequently.

Most law firm apps created today don’t even include BlackBerry within the mix. Initially shall be an iPhone compatible app available inside the iTunes Store. I don’t think anyone today even plans an app that doesn’t start with Apple. The sole downside is that Apple is king. And kings make the principles. So there are processes and procedures interested by getting on iTunes and you’ll must do them.

But the real leader within the smartphone space isn’t always Apple, but Android. In an effort to really cover the bases, you have to also ensure the app is out there for Android phones and within the Google Play store too.

Some firms include iPad-specific applications to boot — sometimes ignoring the hand-held and going to the iPad. You definitely aren’t covering your whole bases, but some law firms have used this app as a reason to give key clients with an iPad — with the apps and other law firm resources pre-loaded. This accomplishes about a things in that it gives an organization an excuse to provide away something a little bit sweeter than a flash drive or coffee mug. Moreover, some in-house counsel that probably couldn’t accept a free iPad from a law firm could possibly take this “educational, work device.” And in case you also use it for Netflix, so be it.

Step 3: Who will Develop and Maintain?

The cost of app development has dropped significantly within the previous few years. It’s possible to head overseas and get something built for a couple of thousand dollars. A handful of law firm IT departments are in a position to building apps. And there’s far more competition among app developers. What once had a cost tag of $25,000 or so may be done for 1/5th of that — but remember, you of get what you pay for.

Keeping it going is a controversy that some law firms and small businesses haven’t properly considered. In case your app can be a resource, it likely might want to be updated frequently — maybe weekly, perhaps quarterly. Ensure you have a developer and plan in place for making necessary changes.

If you don’t wish to spend the time or money, you may not desire to develop it within the first place. There are other technologically-adept platforms that may make more sense. Maybe you simply keep on with a blog that has good mobile conversion. Or consider intricate PDFs or ebooks which can be low priced and may provide a much better end user benefit.

Step 4: Launch

Law firms like to send out press releases. There are hundreds, if not thousands, touting new websites, blogs, QR codes, ad campaigns, and lawyer ranking results. A “new app” press release still gets decent pick-up, especially if it does something useful. However the reality of most law firm apps I’ve worked with during the last half dozen years or so is they garner some initial interest and curiosity from internal law firm colleagues, competitors, and a few clients. Then the drop off in downloads and interest is sort of a steep cliff. Once downloaded, there isn’t numerous access. And few firms can show any direct revenue from their creation. However, most attorneys are savvy enough to temper expectations by stating that it’s an added-value, branding, and awareness tool this is nice to have, but won’t necessarily herald additional revenue.

Many apps are oriented to consumers — DUI, divorce, or personal injury. The perfect-known apps for divorce law is from Rosen Divorce Law, which offers the “Divorce Divider.” Recently, Fox Rothschild family law attorneys launched a brand new Jersey-specific app in iTunes.

Many law firms with a powerful west coast presence are at the app wagon. Morrison & Foerster (MoFo) had one of the most first I downloaded, MoFo2Go, which actually predated development of most mobile websites. Womble, O’Melveny, and Latham has its own apps too.

Labor and employment practices were large users of apps, including Epstein Becker Green’s “wage and hour guide for employers” available on iTunes. Morrison & Foerster also has a sexual harassment and workplace bullying app. Littler Mendelson’s app does exactly what I tell a law firm to not do. The app provides nothing that isn’t a part of an ordinary website presence. To irritate me further, the firm didn’t have a domain built for mobile — which must have come first. Spilman Thomas & Battle’s “SuperVision” app is designed to enrich its symposium series and online newsletters, allowing users to explore employment law situations on the subject of issues comparable to overtime pay, final wage payments, and social media issues.

Conclusion

While an app is a pleasing marketing tool to tout as being tech-savvy and cutting-edge, the world that’s way more important and important for a law firm is making certain you’ve got a correct mobile site. Web traffic numbers prove my point. an important amount of website traffic today is coming from phones, and in case your site would not provide a user-friendly experience — versus just showing an unfriendly picture of the regular website — you’re failing your online visitors. Don’t even consider apps when you’ve got not yet addressed the mobile site development first. See “Law Firm Sites Move to Mobile,” my article from December 2012. If you’ve got your other ducks in a row, but more importantly have an excellent application concept that fits your practice area, an app is an inexpensive tool to feature into your marketing plan.