Mobile optimisation is more than just making a site fast on mobile. It’s more than making sure text and buttons are finger-friendly.

It’s about designing a mobile website that demonstrates a clear understanding of how the mobile user interacts with the site and your business.

1. No Mind-Reading Required

Start here. Gather and analyse data to better understand how your target customers interact with you and your industry.

Are they looking for your contact info? Are they in-store checking product details on their phone?

Consider the ways a customer uses your site and make that journey as seamless as possible.

This can vary a bit among eComm, local, and those servicing a national clientele.

While there are some clear best practices, you must first know your customers.

2. They Want It Now

People who are searching for local services online are high intentions. That means that they’ve already done the research.

Most often, they’re ready to act right now.

Make it super easy for high intention users to act quickly in one to two clicks.

Some common one clicks that should be available on a local site include:

• Coupons
• Book Appointments
• Find Address/Phone Number
• Get directions
• Menu
• Order Online
• Curb-side ordering

3. They Want to Be Able to Find Your Site Locally

If you’re local, you need to do everything you can to ensure that search engines know that your site not only has a mobile website design. It’s also a local site.

To do this, make sure your physical location is in multiple strategic placements on your website both in the code and on the page.

This should be at minimum your city and state.

Here’s are places that you can put your location.

• Meta description — the paragraph that appears under your page name in search results
• H1 Heading — this tells search engines what the page is about
• URL — web address
• Content — blogs, video titles, etc.
• Alt Image titles — If you have a picture of local people or places include the location in the name
• Header or Footer
• Contact Page

4. They Want Mobile Content

People watch videos on mobile. They read blogs. They interact with widgets and apps.

They do everything on mobile they do on desktops.

Customers don’t want to have to scroll or load new pages unnecessarily. Make sure your content is designed for maximum impact on mobile devices.

This includes:

• Using short paragraphs
• Being succinct
• Saying it with visuals
• Avoiding hard-to-read fonts