Overall, smartphones are considered the preferential browsing device by internet users in the UK…

– media.ofcom

If your website is not optimised to work across mobile devices, you’re neglecting a significant proportion of users, resulting in far fewer people successfully connecting with your business online. Make 2016 the year you rectify this issue with a mobile-friendly website.

Mobile is (literally) getting bigger

Remember a time when mobile phones were getting smaller, when anything bigger than the size of a wallet was considered a cumbersome “brick”?

Nowadays, mobile phones are used very differently. The majority of mobile phone users in the UK own a smartphone with internet access, spending twice as long online on their phones than on desktop devices.

Changing customer engagement with your business

The exponential growth in mobile browsing has led to a dramatic change in the way people use the internet, specifically the way new and existing customers engage with your business online.

Whether your website is eCommerce or not, people will be viewing your website on a mobile device for any number of reasons; perhaps reading your blog, reviewing your service offerings, or finding out more about your company before getting in touch. If your current website is not optimised for mobile devices then mobile users are going to have a hard time doing any of these things.

Mobile optimisation is essential for ranking on Google

If your website is not optimised for mobile, it will no longer appear in the Google search results on a mobile device. And even if users did find their way on to your site, the likelihood is that content would not format properly and functionality would be hindered, making it difficult to navigate your site and access your services.

The update was introduced in April last year and Google says it’s their way of ensuring mobile users are only provided with useful, relevant websites. Without a mobile-optimised website, your business is missing out on a significant number of customers, no matter how relevant your current website is to their needs. In fact, Google say that not having a mobile-optimised website is like closing your business to new and existing customers for one extra day in the week.

How mobile-optimisation can improve  website performance

Better usability and functionality

Websites are interacted with differently on a mobile device than their desktop counterparts; swiping, pinching, and tapping to initiate actions. So it’s important to implement mobile-specific functions to improve usability. Content is also properly formatted, improving readability and making it easier for visitors to find what they need.

Quicker performance

Mobile-optimised websites are streamlined for quicker performance without compromising content and functionality. This prevents slowdown in load times which would otherwise deter mobile users.

Cohesive brand experience

When your website is optimised to work across devices other than just desktop, such as smartphones and tablets, it creates a better, more consistent brand experience for the user, fostering trust and reliability.