Mobile website design was considered a somewhat arcane art for quite a while, mostly because smartphones were so new and nobody knew quite what the mobile market was going to be like. But we’ve had a few years to break it down, and we’re getting used to it. Here’s what every small business’ SEO company needs to be doing to maximize their client’s profits from their mobile sites:
Make sure your mobile website queries for resolution and displays in the height and width correct for the device it’s displaying on. Too many times I’ve gone to a site on my Kindle Fire and found that it natively displayed in a column 2/3rds the width of my screen. That’s just bad design.
Optimize for navigation, not information. If you have to move information two clicks further along than it used to be, that’s OK — as long as the path to navigate to it is obvious and easy. A few more finger taps never dissuaded someone determined enough to browse on a mobile device in the first place, but being unable to find the information they want in a reasonable timeframe totally will.
Simplify, edit, simplify, cut the extra, and then simplify again. Traditional websites are meant to be viewed on a nice big screen, giving you comfortable places to put everything — and even then, the best, most usable websites often just have a big catchy graphic and several well-placed links. Mobile sites need to be even simpler than that: they need to maximize the core, relevant information and leave everything else to deeper pages that the surfer can click through to if need be. Breaking the http version of the site into multiple pieces and arranging them in an intuitive hierarchy is an excellent start — but removing the unnecessary bits is even better.
Keep your questions simple. The one thing that unites all smartphone users is a vague (or sometimes very specific) loathing of their keyboards. So if you can avoid forcing them to use their keyboards, do so. If your squeeze page can get by with a ZIP code and an email address, don’t ask for anything else.
Follow the fundamental law of mobile sites: user experience before all else, and your mobile website will be profitable in the end.