Everywhere you look, almost everyone has a mobile phone or device. According to recent statistics, mobile devices have become the primary way many customers browse the internet.

With that in mind, do you know if your small business has a mobile friendly website?

A mobile friendly website isn’t something that’s just nice to have anymore. While your website may work beautifully on a desktop, if it’s frustrating to navigate on a phone, it could harm your business. In fact, if your small business website isn’t mobile friendly, it can lower your search rankings, repel customers, and lower conversions.

More People Visit Websites on Their Phones Than Ever Before

To get an idea of just how much of an impact a mobile friendly website can have on your small business, it’s helpful to know what you stand to gain by updating your site. According to the latest e-commerce statistics, 78 percent of online shoppers prefer to use their phones for purchases. In fact, mobile purchases now account for nearly 74 percent of all total e-commerce transactions.

In today’s market, most consumers search for businesses while they are on the go. They expect websites to load quickly and be easy to use on any device.

Plus, mobile users are often ready to take action in a variety of ways, like:

• Call a business
• Schedule an appointment
• Request a quote
• Purchase a product
• Find directions

If your website makes these actions difficult, visitors may simply move on to a competitor.

Why a Mobile Friendly Website Matters

If the e-commerce statistics aren’t enough to convince you, perhaps the trust you build with a positive mobile customer experience may change your mind, including benefits you may not have considered.

First, let’s look at what a mobile customer might expect from your website. What does a good mobile website experience actually entail?

A Better User Experience Looks Like:

• Easy-to-read text
• Large, touch-friendly buttons
• Clear, simple navigation
• Fast loading pages
• Responsive layouts
• Flexible, optimized images
• Minimal unnecessary pop-ups
• Forms that are easy to complete

More Leads and Sales

That better user experience translates to visitors that are more likely to contact a business because the navigation is simple. It provides a streamlined experience that reduces abandoned forms and shopping carts.

In simple terms, fewer obstacles mean more conversions.

Higher Search Engine Rankings

Did you know that search engines now prioritize mobile friendly websites?

Because of the prevalence of mobile devices, mobile usability is now one of the factors that influences visibility in search results. When you set up your site to cater to mobile users, it generates better rankings for your small business, potentially leading to more organic traffic.

Builds Credibility

You’ve heard the phrase ‘Don’t judge a book by its cover’, but we all know that everyone judges on first impressions to some extent. The same is true for your website.

Customers often judge a business by its website. An outdated or difficult-to-use mobile site can make a business appear less professional. A polished mobile experience reinforces trust and credibility.

Signs Your Website Isn’t Mobile Friendly

There are several things to look for to determine if you have a mobile friendly website. One of the most obvious is text size. If a visitor to your site has to zoom in on anything, it is too small to read.

Are the buttons on your site difficult to tap? Are images cut off or does content run off the edge of the screen? Do the navigation menus work like they’re supposed to or does your page require horizontal scrolling to find them?

How about the pages…do they load slowly? Or, do pop-ups cover up content people may be trying to read?

And, how easy is it to fill out your forms on a phone?

Even a few of these could be enough of a frustration to send a potential mobile customer to another site. If you’re not sure, use this quick mobile website checklist to see where your site might need improvement.

How to Check Your Website on a Mobile Device

Follow these simple steps to check if your small business website is mobile friendly:

Test It Yourself

• Visit your website using your own phone.
• Try multiple pages, not just the homepage.
• Complete common actions:
  • Contact form
  • Book an appointment
  • Make an online purchase
  • Test the navigation menu
  • Click a Call-to-Action button

Test Different Devices

Not all mobile devices present sites the same. Try to test your site on multiple device types, such as:

• iPhones
• Android phones
• Tablets
• Different screen sizes

Ask Someone Else to Test It

You know your business very well and probably know your website just as well. You know where everything is and how it works. Fresh eyes, that don’t see your site daily, can help find problem areas you may not notice.

Ask friends or customers:

• Could you find what you needed?
• Was anything confusing?
• Did anything load slowly?
• Was anything difficult to tap?

Check Website Analytics

Your website analytics can help you discover mobile problem areas, as well. They can show you if you are having a high bounce rate from mobile users and what pages mobile visitors leave quickly. They can also show you if you have lower conversion rates on mobile compared to desktop.

Even if your analytics plug-in doesn’t provide such granular specifics, patterns can reveal usability issues. Given the prevalence of mobile users in e-commerce, high bounce rates and quick page turn-arounds without engagement likely point to mobile problems.

What to Do If Your Website Needs Improvement

Small improvements over time can make a big difference in mobile user experience. Depending on the type of business you have, even something as simple as making your forms mobile friendly can have a big impact on customer website satisfaction.

Minor Improvements You Can Do Now

• Increase font sizes
• Resize buttons
• Compress images
• Improve page speed
• Simplify navigation
• Reduce clutter
• Update forms

Larger Updates to Consider

If you find that your site is all-around problematic for mobile users, it may be time for:

• A responsive redesign
• Updating an older website theme
• Migrating to a newer website platform
• Improving accessibility alongside mobile usability

In cases where a website is practically non-responsive to a mobile user, it may be time to invest in a more modern website. In the long run, it will save you time, money, and improve customer satisfaction to a degree that no quick fix will provide.

Don’t Forget to Test After Every Update

Unfortunately, mobile optimization isn’t a one-and-done proposition. Mobile services are constantly updating, which means your website will need to keep up.

It’s an often-frustrating fact that every update, whether cell carrier updates, phone updates, or updates to your own website, can have unintended impacts on how your site presents itself to your customers.

It is a good idea to test mobile optimization after the following:

• After plugin updates
• After adding new pages
• After redesigns
• After changing menus
• After adding forms or online stores

A standard rule-of-thumb is to schedule a mobile check of your site once a month, or at least once a quarter. Even a quick, regular check with your own personal mobile device can help to find problems before they get out of hand.

Your Customers Are Already Mobile. Is Your Website Ready?

You put a lot of time and effort into your business. As one of your most visible forms of information and marketing, you want your website to work as hard as you do, in a format that meets your customers where they are.

If you’re not sure whether your site provides a great experience on mobile devices, brittakristine offers professional website audits that can identify problem areas. We can also recommend improvements to help you attract more visitors, generate more leads, and create a better experience for every customer, no matter what device they’re using.

We’d love to discuss the options that work best for your small business.