Do you whip out your phone when you need to check out a local business or search for a service? Chances are your perfect clients do, too! Smartphones and other mobile devices are now so common that it’s estimated that more than 50 percent of website traffic—especially local traffic—comes from mobile devices.
In short, having a website that is ready for mobile visitors is no longer optional.
Mobile functionality is absolutely crucial to your ability to attract, covert, and retain more clients online! If you don’t think about your mobile users, then they won’t think about you—and that means you could be missing out on a potentially huge percentage of your market.
Committed to going mobile? The bad news is that not just any website will do. If you want to make a positive impression on your potential clients, make sure your website is ready with these mobile marketing must-haves.
1. Automatic Mobile Device Detection
When smartphones first gained popularity, there was an awkward stage where you might maintain your main website alongside a totally separate mobile website. It’s time to forget everything about that. Now, mobile users expect to see the right version of your website when they visit you, no matter what kind of device they happen to be using when they do so.
Unlike the old days of “mobile websites,” modern websites can detect the types of devices visitors use to access your website, and they automatically serve each visitor an experience that works on their device. This means users don't need to hunt around for your mobile website or struggle with a site made for desktop users. In fact, they don’t have to think about it at all—and that’s exactly the kind of seamless, “invisible” experience that you want your users to have.
If you’re stuck with older website technology that can’t auto-detect devices, you could get a lot out of an updated design. Schedule a website analysis with the FWM team to get a gauge on how your current website is performing and what better mobile functionality might mean for you.
2. Look and Feel That Matches Your Branding
Mobile visitors to your website should get the same look, feel, and branding as your desktop visitors, as well as the same high-quality user experience. If the mobile version of your website looks completely different, it can leave visitors confused and wondering if they’re in the right place. That’s definitely not good!
Mobile visitors should see the same color scheme, icons, and logo that they see on desktop. Like automatic device detection we talked about above, having that brand continuity in place maintains the seamless experience—and that creates part of the excellent user experience visitors expect from your business.
3. Easy Directions and Quick Ways to Reach Out
People often search on their phones because they’re out of the research phase and ready to talk to someone or take another action. Don’t make them have to “dig” to figure out how to call you!
Your contact information—name, address, and phone number—should be front and center when mobile users visit your website. We also recommend that you include a tap-to-call button and simplified contact forms so that mobile users can immediately contact your office or request the information they need.
It’s also great to include a map and directions to your office. For maximum mobile convenience, you may even want to incorporate an interactive map with GPS directions!
The thing to keep in mind here is that many mobile web users are looking at your website on mobile because they need information NOW or want to do something about their problems NOW. If you make it difficult for them to get what they need, they’ll move on to your competitors.
4. Easy Navigation Featuring Your Most Popular Content
Does the mobile version of your website make it easy for people to get around? Can mobile users easily view your articles, blogs, FAQs, and videos? Are your most important landing pages prominent and easy to click on?
Mobile users will resent having to “zoom in” and “zoom out” just to use your website’s menus or tap on a link. Instead, you want your most important information, your best pieces of content, and the landing pages for your main practice areas to be right at mobile users’ fingertips.
Simple, clean navigation works best, with easy-to-tap buttons linked to core pages. Videos and “snackable” content are usually the most appealing to mobile users, so don’t be afraid to feature these kinds of things right on your homepage.
Remember, mobile visitors usually don't like to type a lot of text or click through a bunch of pages. A truly “mobile-friendly” website keeps users’ needs in mind by focusing on what’s most important and putting it in a clear and convenient place.
5. Easy Sharing to Social Media
Tons of people use some form of social media on their phones, so make it easy for your mobile visitors to get social. They shouldn’t have to hunt around to find out how to follow, friend, or connect with you—and they may not even think about it if you don’t bother to tell them!
Social media “sharing” buttons are great on content pages, too. With one tap, enthusiastic visitors can share your helpful blog posts on Facebook, Tweet about their positive experiences with you, or otherwise share your brand with their social media followers.
Don’t forget you can also share website content on social media to get the conversation started and drive more traffic back to your site!
6. Motivation to Take Action
Like we’ve said before, mobile users are often ready to make decisions or take action when they visit your website. You should do everything you can to help them do it!
Besides featuring your contact information and providing easy ways to reach out, you should also gently prompt users to call or fill out your contact forms with strong “calls to action.”
You don’t have to go overboard here or harass visitors at every turn, but you should include a little “nudge” at points that make sense. After all, the best way to get someone to call you or fill out your contact form is to ask!
7. Speedy Loading Times
Studies have shown that mobile users are impatient, even more impatient than desktop users! Mobile users will quickly navigate away from pages that don’t load within a few seconds, so your website needs to keep up with their short attention spans.
Professional designers are a huge help in finding the right balance between a media-rich experience and fast load speeds. The code on the backend of your website and the design on the frontend should work together to promptly deliver a fantastic user experience for visitors on all kinds of devices.
Get Your Website Into Shape and Make Mobile Users Love You
If your website doesn’t offer a mobile-friendly experience, people will notice—and they won't like it. Are you worried that your current website is driving away potential clients and cases?
Schedule a website analysis with the FWM team to learn more about what users experience when they visit your current website, or jump straight to a website design consultation to talk about updating your website’s design and back-end technology. Either way, you’ll be making a big move toward building a website that mobile users will love.