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Why You Need a Mobile Website
by David James, BethesdaEmediaMarketing.com
These days, it seems like everyone has a Android, Blackberry or iPhone – and according to comScore statistics, over 75 million smart phones are connecting to the web daily. Today, your business simply can’t afford not to provide your customers with an fast, elegant mobile browsing experience. But does your current website measure up?
“Mobile phones are completely changing the way we access information,” says Miriam Voss, vice president of 7 of 9 Interactive, a media consulting firm based in San Francisco. “What we thought we knew about the user web experience is being challenged – the trick for business owners is to leverage the new mobile-based opportunities.”
Even though modern smartphones may be able to view your old desktop-designed website, it still may not meet the challenge. “The issue today is that consumers are expecting a seamless mobile experience,” says Voss.
Yet developing a mobile website – at least a basic one – doesn’t have to be time consuming or expensive. A slew of new online services enable you to quickly create a mobile-friendly version of your existing site – and many of them are free. Google Mobile Optimizer is the 800 lb gorilla in the mobile website world, but it’s also the most basic and least customizable. Other options include Mobify, Wirenode, and Mippin. These services also offer paid premium options that allow for a greater degree of customization.
Others may prefer the great control and customization available from a more hand’s on, DIY approach. But unless you are an HTML guru, you will probably be looking for a experienced mobile web design firm. “At this point more and more devices are connecting to your website, and users want a rich, seamless experience,” says Voss. “Partnering with an experienced mobile design firm often makes sense – someone who knows the ins and outs of mobile development can save you a lot of headaches down the road.”
So whether you hire a designer, use an online service, or bravely decide to do it yourself, it’s essential to know the best practices to follow.
The most obvious challenge is converting the content you developed for a desktop experience into the much smaller screen of a mobile device. Typically the mobile device is also slower than a traditional desktop, further complicating the process of conversion. Sure – newer mobile devices can view your old website, but zooming and tapping on tiny, seemingly cluttered links may not be the best consumer experience.
“Back in the day, content was king,” says Voss. “Today the king is context. Sure, you can have great, compelling content on your website – but if you haven’t catered it for your mobile visitors, you’re missing out on half of your potential audience.”
Start by identifying the “low hanging fruit” – the most useful features of your website. While you may want to replicate everything on your desktop-designed website to the mobile version, start with the one or two most important features or sections. Single out features that have the most relevance for mobile users – for example, a restaurant may choose their daily specials and take-out ordering system because these are the features that their mobile customers find most useful.
“The biggest challenge for any business is to truly understand what their customers expect and need from a mobile website,” says Voss. “The mobile space is very user-driven.”
Ready to get started? Contact Bethesda Emedia Marketing for a custom consultation on your mobile website needs.
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