Your mobile site isn’t just a miniature version of your website. It needs to render properly in different environments for users browsing on a range of devices. With consumers using multiple screens, it’s critical to ensure that user experience is good across devices. Failure to do so could hurt consumer engagement with your business.
Ignoring your mobile web presence can hurt you—at least in Google’s eyes. The search giant announced in February 2015 that its algorithm would begin using “mobile-friendliness” as a ranking signal.1 In other words, sites designed to adapt for mobile devices, “responsive websites,” would rank higher.
In addition to creating a responsive website, keep in mind the following tips as you design your mobile-optimized website:
1. Pay attention to font size. In addition to copy tips like keeping text short, Stoney G deGeyter, CEO and project manager of digital marketing agency Pole Position Marketing, says it’s important to pay attention to how your font sizes change across platforms. If the typography is too small, your audience may have a tough time reading it. Try not to use fonts smaller than 16-pixels, or 12-points.
2. Make sure images load quickly. Chris Post, CEO and founder of digital marketing firm Post Modern Marketing, says pictures and videos must load quickly, or your visitors are going to click the “back” button and leave your site. Make sure to use the proper file formats such as JPG or PNG, and consider using one of the many free or low-cost image compression tools available.
3. Design for “fat fingers. When you have to “click” links that are too close together, it’s easy to end up in the wrong place, deGeyter says. That’s frustrating for users. Be sure that buttons and links have enough space around them so users can easily click on them and get where they want to go.
4. Integrate social media. An outbound link to Yelp reviews or a button that takes consumers to your company’s Facebook Page or LinkedIn profile, can let visitors see what people are saying about your business and give them the confidence to do business with you, Post says.
5. Think about user experience. Be sure your design is delivering what consumers want, Post says. For example, if you own a restaurant, users want to know its location, menu and hours of operation—not the “about us” page, he says.
6. Make contact information easy to use. Your business phone number, website, and, address should be easy to find. Even better, make the phone number “clickable” so users can simply touch it and call your business, Post says.
7. Use Google’s Mobile Friendly Test. Simply enter your URL into Google’s evaluation tool, which analyzes a website and reports if the page has a mobile-friendly design, and you’ll get results that help you pinpoint any issues and find solutions.
1”Google Algorithm Now Rewards Mobile-Friendly Sites: Here’s What You Need to Know,” HubSpot, April 2015.
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