A Website is not Enough – Think Mobile

Today, having a website viewable on your desktop computer isn’t enough.  Millions of people are now using their mobile phones to surf the internet and look for information and services. It is becoming increasingly more important to also have a website designed specifically for your customers who are viewing your website on their mobile phone. In fact, a research company called On Device Research, has reported that “Many mobile web users are mobile-only, i.e. they do not, or very rarely also use desktop laptop or tablet to access the web.” Are any of these mobile-only web users your potential or current customers?

If a customer is trying to access your website on their mobile phone, what do they see?  Chances are, it is cumbersome, hard to read, and lacks the functionality that will help connect them to you.  Mobile device users expect to make fewer clicks on their phones. Marketers need to remember the “less is more” rule when it comes to mobile web design.  By prioritizing and remembering your customers’ needs for quick content, your mobile website can be both convenient to your customer and produce results.

“Many mobile web users are mobile-only, i.e. they do not, or very rarely also use desktop laptop or tablet to access the web.” – On Device Research

Avoid the Frustrations

Since becoming a smartphone user myself, I have experienced some frustrations with web browsing. I would find the website I was looking for, but have to stop, because I could not read it, let alone navigate the website. Websites that are not made-for-mobile force the mobile user to:

1. Inefficiently zoom in and out, swipe to left and right, to find what they are looking for or eventually choose #2 or #3 below.
2. Close the window or go back and search again.
3. Give up.

None of the options above are something you would want your customer to go through, right?  Make it easy for them to find you and impress them by meeting their needs on a made-for-mobile website.

Simple & Actionable

Mobile websites are designed for easy (and fast) viewing and navigating on a smaller screen.  Simple designs provide more direct access to information that the customer is likely to need while on the go.  Buttons that provide your customer with added convenience could include click- to-call, Google maps, call me back, show room hours, coupons, and more.

Here are a few great examples of mobile websites that we have recently made for Vivid Image clients:
(When searching for any of these websites on your mobile phone, you will be automatically be directed to the .mobi version of the site.  You can view either version from your computer using the links below.)

Larson Builders: Main website www.larsonbuilders.com as viewed on mobile device www.larsonbuilders.mobi

Magnum Heat: Main website www.magnumheat.com as viewed on mobile device www.magnumheat.mobi

RC Thomas: Main website www.rcthomas.com as viewed on mobile device www.rcthomas.mobi

Vivid Image can make you a simple and actionable mobile website like the examples above that compliments your main website. There are also some nice WordPress plug-ins that will make your blog viewable on a mobile device. Many mobile site options also have stats tracking, so you will be able to measure the traffic coming to the mobile version of your website.

Is a made-for-mobile website right for you?
Ask yourself these questions:

1. Check out one or more of the made-for-mobile websites above.  Can you envision any similar links or buttons working  for your business’s mobile website?
2. Now, view your current website on your smartphone and try to navigate to the popular pages.  Imagine a scenario of when your customer would be viewing the site on the mobile device.  What simple and actionable items would they want access to?
3. Take a look at your website statistics.  How many of your visitors are accessing your website from a mobile device? Even a small percentage can indicate a large total number of traffic overall.  If you are not convinced yet, check your stats again in 3-6 months to see if there is growth.

Watch for more blog posts on Mobile Marketing and what simple steps you can take get started in weeks ahead! Contact Vivid Image if you have questions or want to start your mobile marketing strategy.

What are your thoughts on mobile marketing and mobile websites?  What have been your most positive or negative experiences while navigating online on your mobile phone?

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