Design / Usability

Introduction to Mobile-Friendly Websites. Part 1 Lorrie Thomas Ross , Web Marketing Therapy - Oct 11, 2011

Part 1 | Part 2

The rapid proliferation of cell phones and other mobile devices could mean that your website is getting out-of-date -- or at least needs some tweaks. In this first article in a series on mobile marketing, you'll find some of the first steps you can take to be ready for this new wave of customer access

Mobile Apps Versus Mobile Sites

First, let's distinguish between mobile apps and mobile sites. A mobile app is a mobile application on a cell phone, often designed to help users by bridging them to online web services. A mobile app can also be built to help streamline use on portable devices. Facebook and Twitter, for example, have mobile apps geared towards specific mobile devices. But mobile apps have some limitations. First, they require a download before use. And, apps may not work on all devices.

A mobile website, on the other hand, is a web-based presence specifically designed so it can be easily viewed on all mobile devices, such as an iPhone, Blackberry, Android, or tablet device. Unlike a mobile app, a mobile site can run on any smart phone that has an Internet browser -- without a download requirement.

Mobile Site Options

There are three types of website options to accommodate such mobile devices.

1. Mobile-functional refers to a regular website that can be viewed on a mobile device and has some features (such as Adobe flash, which is not mobile compatible) replaced with backup graphics. The downsides are that the user may have to scroll back and forth to see the site's full content. Images that appear large on a computer monitor will appear small on a mobile device. However, the site is capable of being viewed on a mobile device.

2. Mobile-optimized means that a mobile device's web browser can be detected by the website, a specially-tailored view of the website is shown to the mobile device. This is usally accomplished by using a separate CSS (Cascading Style Sheet) when a mobile device is detected. This version would deliver content that is sized for mobile browsers, with navigation styled to fit better on a mobile browser.

3. Mobile-specific refers to a site that is designed as a totally distinct site experience, different from the main website. A mobile-specific site has its look, feel, and content designed and optimized for mobile viewing. This site might have its own subdomain or be a .mobi domain.

Marketing Benefits of Being Mobile

A rapidly increasing number -- substantially greater than half -- of Americans now have a mobile device and a data plan that provides access to the Internet. As more people update their current cell phones to smart phones, more people will be accessing the web this way. That's the reason marketers are paying close attention. There are three main marketing advantages to having a carefully designed presence for these mobile customers.

1. Mobile-friendly sites can boost search engine ranking. Search engines can detect mobile sites, and often give a site optimized for mobile better search rankings when viewed by mobile devices. Search engines try to give users the most relevant results, so it makes sense that if someone is searching for products, services and information from a mobile device that a search engine would give a mobile site more visibility.

2. Mobile-friendly sites improve customer service. Customer service should never be discounted as part of the marketing process. When people on cell phones are trying to find something on your site, you want to give them the best user experience possible. A positive experience makes them want to do business with you.

3. Mobile-friendly sites may give you a competitive edge. The competition is only a click or two away. If your site is easier to access and use on a mobile device than your competitors, you have a huge competitive advantage.

Now is the time to decide what action you will take to accommodate mobile devices.

Part 1 | Part 2

Lorrie Thomas Ross, MA is The Marketing Therapist and CEO at Web Marketing Therapy, a marketing firm that diagnoses, prescribes and guides healthy marketing solutions for small businesses. Her team of Wild Web Women (and men!) diagnose, prescribe and guide healthy marketing solutions to help make small businesses big with the web. She is the author of the 36-Hour Course to Online Marketing for McGraw Hill.