Why Websites are Turning to Mobile Strategies
by Alex Cosper, December 12, 2014
Introduction
Mobile internet is becoming a driving force for businesses to directly reach customers, especially
on a local level. People on the go like to find businesses in their area with smartphones and tablets,
so that they can find the best deals and plan out their day. More and more people are shifting their
attention from desktops to mobile devices, which why it's becoming essential for mobile enterprises
to develop a mobile strategy that includes offering apps for mobile devices.
Cross Platform Solutions
The reason you need a solid mobile strategy is to prepare for the future and to take advantage
of the wider opportunities for leads and conversions. The dilemma you may be facing is whether
or not it's worth your time and money to invest in the mobile craze. Once you realize that the
future points to the merging of social media, mobile internet and local business into a whole new
marketing paradigm, you should then consider what type of mobile solution best fits your needs.
One mobile strategy is use responsive web design, which uses less code yet results in more uniformity
for how your website appears on various mobile devices, operating systems and browsers. Since there a
re four main operating systems in the mobile space (iOs, Android, Windows, BlackBerry), your
website might look different on each of the four platforms. The images and text might be different
sizes or differently arranged. Responsive web design makes displays look the same on various mobile
devices and desktops, regardless of how big or small the screen is.
Another mobile strategy is to build two different websites, one for desktop and one for mobile.
This scenario complicates your mission because it means updating the same content twice for two
separate designs. It can also create confusion with users because it means having two different URLs.
An easier alternative solution might be to purchase low cost mobile templates to create a simple
design for mobile devices. The key is simplicity so that the user can effortlessly find information quickly.
It's important that optimized sites for mobile are designed so that web pages load quickly.
Return on Investment
The advantage to going more mobile is that you can tap into more revenue opportunities. Many times
consumers who are using their mobile devices are ready to buy or engage with a site that answers
their questions. They may be trying to find a restaurant and make a reservation. Chances are they
will find choices through Google and local search engines like Yelp, where they can read local
business reviews by customers that may influence their purchasing. Offering coupon codes helps sales.
To help improve your site's rankings in Google, you can start a Google+ account and then develop a
following by finding people in circles with similar interests. The reason Google+ is becoming
increasingly crucial to search rankings is that when visitors endorse your site with a +1, it counts
as a vote for your site. Accumulating as many +1s as possible should be part of your mobile strategy.
Conclusion
In order to maximize your participation in the mobile revolution, your mobile strategy should be
decisive on the type of design to use to target the rapidly growing mobile audience. Without a
mobile strategy, your site may appear to be clunky and old fashioned to mobile users. They might even
give up on your site after a matter of seconds and then click to a competitor's site. Optimizing for
the mobile community communicates to mobile users that you are making an effort to connect with them
and offer them a useful online experience.
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