Why Your Firm Needs a Mobile Website Now

The way we use the Internet is changing dramatically.  As ownership of smartphones and tablets rapidly increases, so does the usage of mobile web:

• According to estimates by The ITU (2011) there are nearly 1.2 billion mobile Web users in the world. In fact, Mobile-broadband subscriptions have grown substantially at 45 percent per annum over the last four years
• It is even forecasted that by 2014 mobile internet will overtake desktop internet usage. This is a powerful prediction and one which businesses can not afford to ignore. However, many are.

• A report by Magus and Investis, found that only 20 per cent of FTSE100 corporate websites currently provide support for mobile devices. Given how difficult it is to navigate a desktop website on a mobile device (particularly mobile phones) this is unacceptable for mobile web users.

How does this affect the mobile-web visitor experience?

People accessing the Internet from mobile devices have completely different needs to those accessing via a desk top – and it is critical that any business with a website not only recognises this, but responds to it.

• Regardless of the size of the mobile or tablet screen, the user will still need to scroll around to view the site in its’ entirety.  Frustrating to say the least, this will also reduce the impact of the site.
• Even with a strong mobile connection, large images will still be slow to load which will again lead to a negative experience.
• It can be really difficult to navigate a desktop site on a compact mobile phone screen.  It may seem like a challenge for web visitors to find what they are looking for or they may not be able to find it at all.
• Many websites use Flash, particularly on their home page, which will not work on many handsets. This will make some of the content inaccessible. Not only with this reflect poor usability but it could also mean that the company’s key message is not being relayed.

What does this mean to businesses?

Businesses needs to make sure that websites are mobile-ready to avoid alienating both clients and prospects who want to visit the site on-the-go.

• Have you looked to see how your website is displayed on a smartphone or tablet? Unless you have specifically tailored your website for mobile, the chances are it is not displayed well.
• If you’re not convinced that this is a potential issue, you should also take a look at your Google Analytics.  This will tell you exactly how many of your visitors are accessing your website via a mobile device and will also show you how many are leaving straight away.  You may well be surprised at the numbers.

Why do you need to act now?

Stay ahead of your competitors.  You have an opportunity to get your brand out there before your competitors all follow suit.  This will ensure clients and prospects a great user experience, leaving them more likely to return.

Mobile SEO. Having a mobile website will improve your rankings in mobile search results. Google gives more value to mobile websites in search results from mobile devices, to ensure the end user has a positive experience. This is great for prospects searching for your services in your local area.

Manage expectations. Consumers are starting to expect similar levels of functionality and experiences as they get on the desktop web. In order to manage customer expectations you need to tailor your website on the Web to make sure they can use it in the way they need to.

Tips for creating an effective and functional mobile website

Functionality is key.  Hours spent on creativity and design is pointless if a visitor can not use the website in the way that they need to.  With this in mind, here are some tips to ensure that your mobile website is functional and effective.

1. Device Detection. Make sure that your site has device detection in place – without this your mobile content is effectively invisible to many users and your desktop website will be served.
2. Speed is critical. Mobile users have very little patience, so reconsider images, particularly large images, to keep download times to a minimum.
3. Site Structure. It’s crucial that you consider what content your mobile visitors will be looking for when on the move. Whilst your desktop can host a variety of interesting pages and features, you are extremely limited with a mobile site.  So only include the most important information.  This would usually be contact details, brief company description, areas of specialism and links to your desktop site and social networking links.
4. Simple navigation.  Make sure navigation is simple and obvious.  Use menu tabs and buttons that describe the page clearly, even if it sounds basic.  Remember, it’s all about usability.
5. Versatility. Your mobile website needs to work well on any platform and wherever you are.

Finally, don’t let developers leave you feeling baffled and overwhelmed and don’t succumb to hefty prices. The most effective solutions are the most straightforward, for both you and the end-user and won’t cost the earth to implement.