Why a Mobile Responsive Website is Essential for Online Lead Generation

by | Jun 4, 2018

  • 52.64% of global website traffic in 2017 was from mobile devices.


  • It’s projected that, by the end of 2018, 79% of internet use worldwide will be on mobile devices.


  • Google has been implementing mobile-first indexing for website content.
  • 57% of web surfers said they wouldn’t recommend a company if it didn’t deliver a good website experience on mobile.


And despite all this, many small business owners don’t have a website that is designed to deliver a great user experience on mobile devices as well as desktop screens.





If you’re serious about generating leads and sales for your business online, read on for 6 pointers to make your website stand out (in a good way) on any device.




The difference between “Mobile Friendly” and a website that is truly optimized for mobile


The terms “mobile friendly website” and “mobile responsive website” are thrown around a lot – but what do they really mean in terms of creating a website that your prospects will enjoy from an iPhone?


A mobile friendly website means that the website can be viewed from devices with smaller screens (like smartphones) and still work – but the website layout stays the same.


Mobile responsive on the other hand means the website will respond to the screen size on which it is being viewed. On a small smartphone screen, for example, a 3-column layout will change to one column so it’s easier to read without squinting or zooming in.

A website optimized for mobile use will take into account what it’s like to interact with the website on a small screen. Are those links hard to press? Should some photos be hidden so that the narrower mobile layout doesn’t feel cluttered?


The process of thinking through the mobile user experience and optimizing a website for it goes beyond “mobile friendly”. And it’s definitely where business owners need to get their websites (if they haven’t already).


Here are 6 things to implement for your mobile responsive website:




Make sure your website is mobile responsive, not just mobile “friendly”


Like I explained above, making a website mobile responsive is more involved than just ensuring that your website can be accessed from tablets and smartphones.


Test your website out right now: pull it up on your smartphone and check to see if the layout responds to the smaller screen size.


Is your content rearranged into a one-column layout? Is the text large enough for you to read it comfortably without zooming in? Did the navigation menu change to a mobile menu (i.e instead of a row of links, there’s now a hamburger icon you can tap to access the navigation)?


Or, is your website simply appearing as a miniature version of the desktop layout? If that’s the case, you need to update your website from “mobile friendly” to “mobile responsive”.




Make your mobile responsive website goal-oriented


For the most part, people visiting your website from a mobile device are on a mission. They need something specific and are looking to reach it as quickly as possible.


Make sure your website is making it easy for visitors to get what they want without having to zoom in or tap on tiny links and buttons that are designed for a desktop-sized screen.


Creating a clear, easy path for visitors to follow on your website is good user experience practice regardless of the screen size someone is using to view your site. But, when you add small screens and on-the-go context to the mix, this becomes even more imperative.



Your Calls to Action need to stand out


Regardless of mobile or desktop viewing, you need to have clear Calls to Action on your website. But an effective Call to Action on a desktop website might fail on a smartphone.


Make sure your Calls to Action are prominent on the mobile screen and aren’t buried below mountains of text. What seems like a reasonable amount of copy on the desktop version of your website might feel like a lifetime of scrolling on a smartphone – so add Call to Action buttons higher up for the mobile user.



Make sure your text is large enough


It’s frustrating to have to zoom in and scroll back and forth on a small smartphone screen in order to get the info you need from a website on a mobile device.


Make sure your text is sized properly on your mobile website and that the entirety of the text is showing up within the width of the screen (i.e, you don’t have to scroll the screen over to continue reading).




Don’t overdo the images


That gallery of images might look great on a big screen, but it could feel overwhelming on a smartphone or tablet.


While visuals are still important to your website design on mobile, you’ll need fewer images than you might use on the desktop version of your website. Reduce the images you’re using to only the most relevant ones and make sure they aren’t taking precedence over the key information and Calls to Action that visitors need to see and click on to accomplish their goal.




Make your navigation dead simple


The prominent navigation menu that likely spans at the top of your desktop website won’t work well for mobile users. Your navigation should change to an icon with a drop-down menu on mobile devices so it doesn’t clutter the page and will be easy for people to tap on with their finger.


Also, keep in mind that sub menus and overloaded navigation is a sure-fire way to frustrate mobile users. Keep your navigation dead-simple and as concise as possible.


Having a mobile responsive website is essential now – and moving forward it could be the difference between getting online leads for your business or being ignored online.


Using the tips above, you can tweak your website (or work with your website designer or developer) to create an effortless experience for your on-the-go mobile website visitors.

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