One reason many businesses nowadays are failing to reach their full potential is because they have failed to realise the importance of having a mobile-friendly website. When you consider that (according to a recent report by Ofcom) smartphones are now the most popular way to browse the internet – and not forgetting other mobile devices such as tablets – it makes sense that your site needs to be mobile-friendly in order to keep your business one step ahead of the competition. The average adult spends 1 hour 54 minutes every day browsing the web on their phone, so ensuring your website is mobile-friendly means you're going to attract more users and potential customers. So what are the benefits of mobile websites? We've got 10 excellent reasons to make sure you don't get left behind when it comes to the mobile revolution.
1. A Wider Audience
First thing's first; optimising your website for viewing on mobile devices means you are accessible by the whole market. That means you're appealing to the largest audience of customers possible – everyone! A website which isn't optimised for mobile devices will frustrate and alienate a high percentage of users who will simply head for other websites instead. As browsing on mobile devices is set to overtake desktop browsing in future, ensuring your site is mobile-friendly now will save you both time and money in the long run.
2. Better Conversion Rates
A smooth user experience on your site means potential customers are more likely to make a purchase or use your services. Now imagine users come across unreadable text that's too small whilst browsing on their tablet, or a video that won't play on their smartphone. Rather than waiting until they're within range of a desktop PC to view your full site, it's likely that most users will simply go to one of your competitors. Give your users the best possible experience, no matter which device they are using to view your site, and you'll increase your conversion rates.
3. Improved Google Ranking
Google ranking isn't an exact science, but one thing is for certain. A poor user experience with unplayable videos or tiny buttons can have a negative effect on your Google ranking, which could in turn impact the profitability and success of your business. Nobody wants to be at the bottom of the pile, so work your way up the ranks by giving customers what they want; a seamless mobile browsing experience. On 21st April 2015, Google started to roll out its mobile-friendly algorithm update (in case you hadn't heard), which means that mobile-friendly sites will experience a boost to their mobile search rankings!
4. Increased footfall (and that means more sales)
It might be that a potential customer is browsing your site on-the-go whilst on their way to a meeting with another business whose services they are considering using. Having a mobile-friendly site could mean the difference between snaring that customer and losing them to a competitor. Increasingly, business decisions are made whilst out of the office, and a mobile-friendly site means potential customers and clients can view the information they need quickly and easily on their tablet or smartphone and get in touch with you – or pop by for a meeting/to make a purchase then and there.
5. Increased Average Time on Site
Think about the time you have to capture the attention of website visitors – it's very limited indeed. With mobile devices, this is even more relevant, as there are plenty of other distractions vying for the attention of the visitor when they're accessing your site on-the-go. If your site's content is mobile-friendly and it is easy to navigate the site, then you have a better chance of converting those visitors into customers.
6. Faster Website Loading Speed
Did you know that if your site takes more than 6 seconds to load, you increase your bounce rates? In fact over 74% of users will bounce if your website is slow-loading; bad news for your business. A website which isn't optimised for mobile viewing will either load very slowly or not at all. A mobile-friendly site loads more quickly, creating a better user experience. Just a one-second delay in page response could reduce your conversions by up to 7%, potentially losing you millions of £s a year!
7. Make Contact Easier
By including 'tap to email' or 'tap to call' functions on your mobile site and search results, you can make it easier for visitors to contact you without the need for them to browse through your site. This means that you're more likely to be contacted on-the-go by those needing your products and services; other businesses who don't have the time to spend hours browsing your site for more information can simply call or email you.
8. Create Interaction
A mobile-friendly site is only a starting point when it comes to the web presence of your business. Apps and social media are great tools for interaction with potential customers, and ensuring your site is mobile-friendly means that visitors can click through to your site when browsing information about your business on social media pages (and vice versa). Including links to your social media accounts on your mobile site encourages mobile users to 'like' or share content, recommending your services and products to friends and family.
9. Diverse Advertising
Increasingly, business owners are taking advantage of advertising opportunities available in mobile apps that can be downloaded to Windows, Android and iOS devices. Users who see your adverts may wish to click through to your site – and if they find your site isn't mobile friendly, they may bounce and go elsewhere. A mobile-friendly site means you can turn more visitors into customers and provides you with more diverse advertising options.
10. Geolocation Benefits
Last, but definitely not least, a mobile-friendly site and mobile search ranking means that those browsing your site on their smartphone or tablet can click through to the mobile map facility on their device (such as Google maps) to find your business. This is particularly relevant for B2B retailers who sell to trade or rely on footfall to make sales, as it means you will attract businesses in the proximity.
There are far more benefits to mobile websites than we can list here, and if you get left behind you may find it costs your business (in time and money) in the future – so don't let yourself fall into the trap of failing to ensure your website is mobile-friendly.
