I’ve had small business owners – especially those who own professional service firms – ask me: “Why should we invest in a mobile-friendly website? We get all our business from word of mouth anyway.”
While referrals are a very important way to maintain your business, you still need to have a website optimized for mobile to support lead generation that will help grow your business. The Managing Technology column in the Wall Street Journal recently discussed the need for a mobile-friendly website:
Consumers are ditching their desktops and buying on mobile phones. But a lot of businesses aren’t making it easy for them — according to RBC Capital Markets, only 33% of small businesses have their websites optimized for mobile. This can become a nightmare for customers: “More often than not, people start on their phones,” says John Scheer, founding partner of Herman-Scheer, “If you have to pinch and zoom to find the address or phone number, that’s not an easy user experience. People are more likely to leave that site.”
So how can you design a mobile site that’s a dream come true? Keeping these two simple tips in mind can make your mobile site a pleasure to use and drive more sales:
The User Comes First
The customer is always right, and your website is no exception, according to the WSJ. “You should design around the user experience as opposed to what you want the customer experience to be,” says Luke Wroblewski, a product director at Google.
Looking at how people actually use your site is crucial to its design: What features are people always hunting for? Are any sections of your website particularly frustrating? You may think users will prefer complex features or assume they are browsing on big monitors, but that’s not always true. Ask someone try out your website on a few different devices, and observe where they have difficulties. Try to alleviate those difficulties when you’re making changes to your site.
Everything Up Front
Experts advise keeping things simple and giving customers what they want the moment they land on your page. A restaurant, for example, should make its contact information and a dinner reservation form some of the first things users see when they enter the website. If your landing page contains all the essentials without being cluttered, mobile users will be much more likely to use your website.
Some helpful additions to every mobile site are:
- One-click contests and promotions to engage customers
- Clickable phone numbers that will trigger a call
- Large font sizes and a simple navigation bar
With the growing flood of mobile users, every business needs a good mobile site. Keeping important information up front and taking into account user experience can make your site a pleasure to use and drive sales. Many businesses are missing out on mobile — make sure yours isn’t too.
Need Help with Your Website?
Contact us if you need help with your website. The Advantage Marketing team is expert at creating mobile-friendly sites with the right content to drive lead generation.
Source: “Missing Out on Mobile,” by Dennis Nishi, Managing Technology; Wall Street Journal, 11-21-16.