Experts now claim that there are really two internets; one for the desktop or laptop user; the second for the mobile user. That's because the mobile user is on the go and only really interested in a few things (to start) about your business. If you make the mistake of sending a mobile visitor to your regular site you're going to find that most will just 'click' away.
Your mobile site is all about inspiring the visitor to take action. That action could be to call; text, visit or even make a purchase. The key here is to take action. So make it easy for them.
Your mobile website should:
- Be a stripped down version of your existing website; Remember, most mobile users still pay premiums for internet access and bandwidth. You must respect that. Make all the pages small so they load fast and refrain from forcing them to view a lot of graphics, pictures or video. I'm not saying that you can't include that content, but at least give the user a choice to view it or not. Keep your landing pages short and sweet.
- Make your landing page 'take action friendly': Believe it or not, the mobile user doesn't care that you've got 12 service bays; that you're family owned for over 25 years; or that you've got the latest 'fancy scanner' to fix cars. What the mobile user wants to know is "How can I get in touch with you". Like any other form of marketing, give them as many ways as possible. Your landing page should provide your phone number and a link to a map for sure. Also include e-mail addresses and (better yet) a link to text direct to you. Remember, they're mobile and they use text messages. Make it easy for them and 'take action friendly'
- When listing your contact information, make them links. As an example, you can make your telephone a 'link' so that just 'tapping' the link on a smartphone brings up the visitors phone with your number automatically inserted. The only thing they have to do is press 'send'.
You can also create links like that for texting and e-mail. Although you have to keep in mind that there are different operating systems, the link code works on most phones.
Just to be sure, don't make the link something like "TO CALL, CLICK HERE"; Instead, make the link something like "CALL NOW - 1-888-772-2069". That way if the link doesn't work or the visitor isn't on a smartphone, they can still see your phone number.
Finally, take the time to be sure your mobile website is optimized for search. Google recently reported that mobile search is up over 400%. In fact, recent survey showed that 61% of smartphone users make local searches from their mobile device (phone or tablet).
If that's not convincing enough, also consider that a December 2011 eMarketer survey showed that 61% of customers who visit an 'unfriendly' mobile website are likely to go to a competitors.
You have to take your business mobile, but be sure you follow these simple tips and tricks when building your mobile website so that you create a real asset.
