What are Mobile-Friendly Websites?

Mobile-friendly websites have a unique job to perform. They need to deliver information to a prospective client, but in a slightly different manner than your standard website. The reason being, a mobile user will interact with your site differently on a mobile device versus a traditional browser.

A mobile friendly website is a website that responds to the query from a mobile device. In other words, when the website is queried from a phone, for instance, a website designed specifically for that device is displayed (without user command).

Key Benefits to Mobile-Friendly Websites?

Improved User Experience

We have all been there, a friend sends us a link via text message or email and when we try to open that link on our mobile device, we are presented with a jumbled load of unorganized garbage. This will kill any chance you have of converting that visitor into a customer. If the user can’t easily browse and read the content on your website from their mobile device, they will leave uninspired. Some reports show that 60% of mobile users in the past 12 months have encountered problems when browsing websites that have led them to abandon the page. For this reason, AI Software favors building a mobile-friendly website vs. using ‘responsive’ design. Building the website to be mobile friendly eliminates the worry of the website not displaying properly on a mobile device.

Increased Average Time on Site

As with everything that exists online, it is about time. You have a limited amount of time to capture a website visitor’s attention. This is even more so the case with mobile devices because users are accessing your website while out and about on the go. If a visitor is able to easily navigate your pages and the content is written mobile friendly, you increase the chance of converting visitors into customers. For this reason, AI Software builds quick command buttons into mobile sites, such as directions, initiating of a (one touch) phone call and initiation of a one-touch email.

Faster Website Load Speed

Speed is important because as previously mentioned, time is limited. A normal website that isn’t mobile optimized will render very slowly on your mobile device or in worse case scenarios, it may not load at all. A mobile ready website will load quickly because the code is structured in a way that it is compatible with mobile devices. To prove the point, studies show mobile website users will abandon a page if they have to wait more than 6-10 seconds. Since mobile users are prone to access websites via cellular connection vs. network connection, it is important to build these websites without graphics that are slow-to-load and configure the mobile-friendly website with ONLY the components necessary to grab visitors’ attention (quickly) and let them take the desired action (i.e. contact the company in their preferred way).

Improved Mobile SEO

When it comes to search engine optimization, we are all slaves to Google whether we want that to be the case or not. If Google wants it, we do it. According to Google (as of 4/21/2015), it is recommended webmasters build their sites as responsive, but if that isn’t an option, they prefer your business makes a separate HTML website to serve to mobile users. This will increase the likelihood your site will rank well among Google mobile search as this has been deemed a ranking signal by Google.

Competitive Advantage

There is the chance that an organization’s competition is already ahead of the game with a beautifully optimized mobile website. Out of the top 200 retailers surveyed, 68 companies didn’t have a mobile ready website (1 out of 3). It is safe to assume this is a high number but certain industries are much more progressive in this regard. We recommend visiting the websites of your competition to see if they are mobile optimized. This will give you an idea of the landscape and where your company falls. Even if competitors are not using mobile-friendly websites, having this as an option will ensure that information is more accessible to those who prefer to consume information on a phone vs. PC.

Mobile-Friendly Websites as a Ranking Signal for Google?

As of April 21, 2015, Google Search expanded its use of mobile-friendliness as a ranking signal. This change has affected mobile searches in all languages worldwide and has a significant impact in Google Search results. The change was put in place to make sure web users will find it easier to get relevant, high quality search results optimized for their devices. You can check your site by testing your pages with the Mobile-Friendly Test tool. This tool shows how Google Search sees your pages.

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