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Why Mobile Website Design Outweighs Desktop

The demand from your mobile customers is growing. The plethora of mobile phones being scrolled through as we wait in lines, pump gas, or attempt to avoid conversation with a neighbor on the subway is proof of reliance on mobile access. More than 50 percent of searches are performed on a mobile device, according to Google, and that number is only growing.

We are multi-taskers. We want information handed to us within seconds, and almost 6 in 10 refuse to recommend a business with a poorly designed mobile website. The opportunity to reach customers has never been greater, but you must first know how to optimize your content for mobile.

Mobile Makes for Happy Customers

The opportunity to reach customers through mobile doesn’t stop with a one-time website visit. Of the customers who search for a business on their mobile phone, 88 percent visit that business within 24 hours. Your business (and your bottom line) will benefit in a number of ways when you invest in improving your mobile website:

  • Better user experience: Customers will not try to navigate your full site on a mobile device. If users can’t easily browse and click content on your site, they’ll move on to the competitor.
  • Increase time on site: Grab your customer’s attention—and keep it—with a smooth scrolling mobile site. Keep the pages easy to navigate and ensure your writers craft content to be mobile friendly.
  • Faster load time: Mobile-ready websites are coded to load quickly, and for good reason. More than half of mobile users will leave your site if it takes longer than 3 seconds to load.
  • Improved mobile search engine optimization (SEO): A responsive site design helps you better serve mobile users with a higher Google mobile search results ranking.

Images Make a Difference

Heavy images or too much specialty coding can slow down your mobile site. Images are often an overlooked element when improving mobile SEO. Optimize images with ALT language, a descriptive image title, and a caption of what’s displayed.

Make the Conversion

Mobile website design helps increase conversion. Whether you partner with an outside web design company or take on building the mobile site yourself, the focus needs to be on the call to action. What do you want your customer to do once they reach your mobile site? Some elements to consider:

  • Share info on social media. Include social buttons so readers can easily share your content.
  • Call now. Allow users to call your office with one click.
  • Sign up. Create an email capture with a lead magnet or other content.
  • Contact us. Give physical address, phone number, and email option.
  • Less Is More

Your mobile website should not be complicated. Fewer images, less text, and an easy navigation will make your mobile site user-friendly. Be concise and make each word necessary and powerful.

Mobile users have surpassed desktop, and that number of users who prefer mobile will grow as we become even more reliant on having information at our fingertips. Your customers are on the go, make sure you’re available when they pull out their phone.

Tracy Collins Ortlieb is an award-winning journalist and copywriter. Ortlieb specializes in parenting and family, travel and hospitality, and legal topics for such outlets as Parents, SheKnows, and Avvo. She lives in Chicago with her husband and daughters.