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Do You Have a Competitive, Mobile-Friendly Website?

By Yogesh Prajapati on Nov 20, 2022

Most business owners today realize that their website is their calling card. They understand they must lead customers where they want to them to and that they need to update their content. But sometimes this attention they do not pay enough attention to ensuring they have a mobile-friendly website, which is a huge mistake.

Google Is Using Your Site’s Mobile Version for Search Ranking

Google is primarily indexing the mobile versions of websites for search result rankings these days. Google isn’t ranking websites that are desktop-only at all. So, if you want to rank in Google search results, your mobile website better be in tip-top shape.

The reason Google is emphasizing mobile sites is because today the majority of people access the Internet through smartphones and other mobile devices such as tablets. Last year, 57% of Internet traffic was from mobile phones.  By 2025, 73% of Internet users will be accessing the Internet only from mobile devices. Needless to say, most Google searches are also done on mobile devices.

Don’t Underestimate the Power of Mobile Devices for Social Media Sharing

If it’s not enough for you that most Internet users are accessing the Internet on mobile devices today or that Google uses your mobile site to rank, then consider the impact of social media. People mostly use social media from their phones or tablets rather than desktop computers. When people share information about your site on social media, readers are likely to click through to your mobile site. Once they get there, they better have a good customer experience.

So, What Makes a Mobile-Friendly Website?

Your customers are constantly changing the devices they use. They switch easily from desktops to laptops to tablets to smartphones. They expect their experience to remain seamless as they move from one device to the next. They want to find information easily without battling your website’s interface. They don/t want to scroll from right to left to see a page. They don’t want to squint to read your site. They don’t want content and images to be cut off.

The mobile version of your site is not going to exactly mirror your desktop site. For example, the user may need to scroll down to see some content that appears on one screen on their desktop. But no matter what device they use, they need to be able to easily navigate, easily find information and easily read your site.

Here’s the Challenge

Enabling users to navigate, find and view information on a small screen is a challenge when developing a mobile-friendly website. If you just shrink a desktop site, users may not be able to read the small text or see the small images. The entire site may look chaotic. Needless to say, Google is not going to rank a site like that in search results. Fortunately, there are solutions.

Here’s What Web Developers Can Do to Give You a Mobile-Friendly Website

When you work with a web developer, you will want to check that certain issues are addressed. Here is some of what they may need to do.

Adjust for Screen Size

There are a few different ways that developers can deal with the varying screen sizes among devices, but the easiest to implement and maintain, and the one recommended by Google is Responsive Web Design. It will automatically adapt your site according to screen size. Your URL remains the same as does your HTML code. To learn more, see Responsive Web Design Basics.

Adjust Navigation

Many sites have elaborate navigation with many submenus. Extensive navigation choices are going to be almost unintelligible on a smartphone if not done right. Your developer needs to give thought to how your navigation will appear on your mobile site. As a starting point, “hamburger menus,” those menus that are three lines and open on a click, are a common solution that appear these days on mobile sites.

Enable Multiple Sources of Information in Strategic Locations

You need your web developer to do everything possible to help your customers on their journey when developing a mobile-friendly website. For an ecommerce site, that ends up with a purchase. For other sites, that may end up with a phone call. Whatever your ultimate goal, you need to provide the information your customers can easily find and read in order to convert.

Leave no stone unturned. Put information where a customer is likely to need it. For example, put a link to shipping information on the shopping cart page.

Another thing to consider is to use AI chatbots on every version of your site, so customers can get quick answers with a click 24/7.

Use the Right Tools to Check Your Site and Fix It

Good web developers do not just guess at how to present and fix a mobile site. There are tools available to ensure they are working within best practices.  Here are some of the issues they will check.

  • Unreadable font size: It’s not going to help you much if your site is available on mobile devices the font is so small your customers cannot read it. A good developer can program your mobile site so the font scales to the screen size.
  • Incompatible plugins: Unfortunately, sometimes businesses use plugins that are not supported by mobile browsers. That means your site will not work correctly. Fixing it requires a redesign with newer, supported technology in order to develop a mobile-friendly website.
  • Page not telling browsers to adjust dimensions: Each page needs to signal browsers to adjust dimensions for the size of the device. This is part of responsive web design we referenced earlier.
  • Content wider than screen: If your content is wider than the screen of a smartphone, you will force your customers to scroll not just vertically but also horizontally. If you make them do that, they will not stay on your site for long.
  • So crowded users can’t click: If the things on your website are too close together, your users will end up clicking the wrong item. This is a sure recipe for frustration.

Yearning for a Mobile-Friendly Website?

You’re busy running your business. But if you only work in your business and never on your business, your competition will start pulling ahead. Bring in Umbrella Local Marketing Experts to help. They have the technical solutions and the expertise to optimize your website and motivate your customers to convert.

Contact Umbrella for a free consultation specific to your business needs.

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