Now that a mobile-phone optimized website is a necessity rather than “nice to have”, the popular U.S-based legal directory, Avvo, has launched its own mobile site.
According to Avvo:
We are rolling out a mobile-optimized version of avvo.com to address the rapid increase in mobile traffic over the past year. Our goal is to make the experience for mobile users faster and easier.
We’ve pared down the unnecessary stuff so you don’t tax your 3G connection.
This will be the default view for users of most modern smart phone browsers but you can always toggle back to the full site if you like that better.”
Avvo was launched in June 2007 by Mark Britton, formerly the general counsel at online travel company, expedia.com.
The Seattle-based company has grown considerably since then and is now one of the most heavily trafficked legal directory websites in the market.
Borrowing many of the features of consumer industry sites, Avvo includes ratings and profiles for around 90% of U.S. lawyers.
It rates each lawyer from 1 to 10 using a mathematical model that considers a lawyer’s years in practice, disciplinary history, professional achievement, and industry recognition.
Former and current clients and peer lawyers can post their opinions in client reviews.
Avvo also has a question and answer forum where people can ask attorneys legal questions.
Avvo’s rise has not been without controversy.
Designed around buyers of legal services, some lawyers are uncomfortable with the fact that their profile automatically appears on Avvo’s site and that they cannot control their individual score.
However, there is no doubt that Avvo’s pioneering approach has increased transparency in the legal market and empowered potential buyers of legal services.
Let’s see if the US medical profession will take to Avvo, now that the company has added doctors as well as lawyers to its site.