According to YouGov over 55% of the mobile-wielding British public will be using a smartphone in 2013, with one-in-three regularly using their phone to browse the internet. That’s over 14 million people in the UK accessing the internet from their mobile phones every day.
This brave new world of information access means a mobile optimised website is fast becoming a ‘must.’ The growth of smartphone usage is changing the way people search for businesses – as a quick review of the latest research confirms:
• 95% of smartphone users regularly search for local businesses and services online, according to Google
• 70% of all mobile searches result in action within one hour, according to the Mobile Marketing Association.
Ensuring your business is well positioned to ride the smartphone wave will mean ensuring your website presence is mobile optimised. But one mistake many SMEs make is thinking they need to transpose all their website content for mobiles. The key here is to ‘think mobile’ and get under the skin of how people on the move use their smartphones to find what they’re looking for.
A key fact to bear in mind is that today’s smartphone wielding public want their information served right now, the minute they need it – with no fuss and no delay. Waiting for pages to load or dealing with tricky and time consuming navigation is not on the agenda.
Keep in mind that when someone is mobile, they expect an entirely different experience from the one they’ll get on your standard website. A bad mobile experience leaves visitors frustrated and annoyed – they’ll simply move onto a site that gives them the ease of navigation they want.
Typically an on-the-go mobile user is looking for essential information. The first step in creating your own mobile website is determining what content you’ll include. Given the restricted amount of screen space it’s important to figure out what key pieces of information your visitors will be looking for:
• a click-to-call facility is a must have (you might even want to include Skype)
• all your contact details on one easy-to-view page – including your address, all your phone numbers, plus your social media feeds
• a click-through link to your full website
• a summary profile that explains in brief what you do and the services you offer (including your USP)
• a location map (such as a link to Google maps)
• other key information (opening hours, geographic service coverage, a PDF price list, payment methods)
• a click-to-email facility.
For most small businesses a single business profile page containing all their key contact information is all they need. They can then add a link to this page wherever their business details appear online e.g. local directories, Twitter, Facebook etc. If visitors to your mobile friendly website like what they see, they’ll get in contact, or explore their standard .co.uk or .com website to delve into more detail.
This helpful sponsored business advice was provided by Ian Bowen-Morris, Chief Marketing Officer at Telnames, a leader in self-service mobile-ready website creation that makes it possible for professionals and businesses of all sizes to get online and ‘go mobile in minutes’.