Search Marketing News & Views from Our Man on the Street

Web Design: Think Local, Act Mobile

Given the fact that we spend the majority of our time working with smaller, local businesses, it makes sense that, as a web design company, we spend a fair amount of time on the mobile experience. Mobile devices are the gateway to local traffic and conversions. If you have any doubts, simply ask yourself how you find, well, anything anymore.

You use your phone and your tablet as much as, or more than, your computer. In fact, as I write this, it dawns on me that I tend to use my tablet more than my laptop these days. My phone? Forget about it. My phone is my goto device for pretty much all of life’s mysteries and necessities. My phone not only tells me which store will likely have what I want, but how to contact the store and how to get there. My phone is basically a tool created to help me give money to local stores, restaurants and other services. The key for the local business owner is to make it as easy as possible to lead me from Desire to Mobile Search to Handing Over the Money.

Luckily, Google, our best friend and worst enemy, has developed a playbook to help us figure it all out. Working with the brilliant minds at AnswerLab, Google released the “Principles of Mobile Site Design: Delight Users and Drive Conversions”. While some of these principles are no-brainers, like keeping the focus on the Call To Action and using a more minimalist menu, others may not be as obvious.

The key is to develop your site with mobile in mind. Don’t make the mistake of thinking the product pages you designed for your 1024 X 768 desktop screens will work as well on the smaller 470 X 320 mobile screens. And let’s not forget about the different sizes of mobile screens for iPhones, iPads, different iPhones, different iPads, as well as the plethora of Android phones and tablets. Of course, there’s also the fact that desktop orinetations are typically seen as “landscape” while mobile phones are typically”portrait”, at least intially. It can be a little overwhelming.

The Google/AnswerLab research shows people don’t want to pinch and zoom mobile screens to get clear looks at the imges on your site. Users expect to be able to double tap product images to view larger, high resolution images for proper inspection and purchase consideration. It’s our job to make that happen. It’s our job to remove the friction and make it as easy as possible to convert visitors to customers.

If you’re ready for a new website or you’re looking to improve your mobile experience, give us a call. We’re here to help you make the most of your web presence.

If you’d like to look over the Google/AnswerLab report, you can cehck it out, here.