The more you learn about your website and your business online the more you will hear people say things like you need a responsive website and your website needs to be mobile friendly. These suggestions are great, however should you really worry about your website being friendly to mobile visitors? The simple answer is yes you should. There are a variety of reasons why you should create a website that is functional, easy to navigate and aesthetically pleasing on mobile. The upwards trend of mobile growth in website traffic and e-commerce is not slowing down anytime soon and the capabilities of people to search for and visit anything online at anytime means that you should be creating a website to take advantage of it. We are going to run through some simple reasons why you should optimise your website for mobile, tablet and desktop.

Usability

People today have less time and they are in a rush to find the things they are searching for. The harder you make it for them the more likely they are to leave your website without them doing what you wanted them to do when they visited. There is nothing more frustrating for a potential visitor then having to zoom, modify and squint to read the text on your website while browsing on their phone. Presenting your website and the critical information you are providing to people to get them to engage in an action on your website becomes even more important as the screen size reduces. You need to make it clear, simple and easy to browse. Creating a website that is responsive to the changing screen size will allow you to easily optimise the view no matter the device.

Search engine optimisation

During 2014 mobile internet browsing exceeded PC for the first time ever and this represents an ever growing trend. More and more people search for products and services online now more than ever before. Google, the most popular search engine in the world is always trying to deliver the best content to visitors using their algorithms. They are now taking into account how mobile friendly your website is and guess what? If you want to rank highly for mobile search results on Google you need to have a website that is optimised and responsive to view on smaller devices. It makes sense for Google to deliver content that is not only valuable for people searching for particular information but also in a way that is easy to read. If you’re lacking mobile traffic which is likely to be close to 50% of your overall site visits you should definitely review how optimised your website is for mobile.

Conversions

Whenever visitors hit your website you should always be asking them to do something, whether it be giving you their details, contacting you or buying something. Given what we have discussed regarding the growing trend of mobile traffic and searches you have a ten fold better chance to convert potential visitors on mobile and tablet if your website is optimised for smaller screens. Your information will present better and your calls to action will have a far greater impact and chance to convert a visitor into a customer.

Don’t Do’s

Like anything there is a couple of things you should avoid when optimising your website for mobile:

1) Don’t create a separate mobile website – Google doesn’t like this and it isn’t necessary with fluid designs that can now adapt to the screen size. You are also missing out on optimising for tablet which is a growing market as well.

2) Don’t tear your website down. There may be some simple ways you can implement responsive design into your existing framework depending on how your website is built

The benefits of having a responsive website far outweigh the potential negatives. The cost to build your new website or to adapt your existing one should pay itself off over the long term because you have a far better chance to rank higher in mobile search results and convert potential visitors into customers.

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