Mobile sites are a powerful and relatively new tool for businesses. At CeSI we think they are a valuable tool and we are glad to see some of our clients beginning to adopt them.
A typical consumer already has built up a certain amount of interest in your offerings before they ever contact your business. This is sales work that the customer has done for you. If you wait to talk to the customer they might second guess their perceived need, or worse, explore a competitor’s offerings. A mobile site is a great way to expedite interaction with potential customers.
The following theoretical scenario involves one business with a mobile site, and one without:
Steve’s Modern Widgets and Murry’s Old Fashion Widgets. Both businesses sell the same thing. In fact Murry’s Old Fashion Widgets even has a website ( it hasn’t been updated since 1802 ). Some consumer out there, let’s name him Lotzi Monet (he’s a rich descendant of a famous French painter) is in his limo and gets to thinking that his business could use some new widgets. Instead of sitting idly by, he hops on his smart phone and starts checking out widgets online. He checks out Murry’s site first, but Murry doesn’t have a mobile site. Lotzi becomes impatient attempting to navigate a standard site on his mobile phone and tries Steve’s Modern Widgets instead.
“Success!”, Lotzi Monet declares. He has been redirected to Steve’s mobile site. Rather than go home and get online to buy widgets later, Lotzi takes out his oversized wallet to get his credit card nmber and buys his new widgets right then and there.
With the widespread adoption of mobile phones, businesses can react faster to consumers and make sales where they never could before.
However, mobile content is a new and slightly different medium. CeSI has a few tips to help with this new challenge.
- Keep it simple. You have limited space; don’t try to do too much. Very few people can paint a masterpiece on a 2” x 3” canvas. Adjust your goals accordingly. Think plainly with utility in mind. Put yourself in the customers’ shoes and try to imagine three or four things that a customer would most want from your site. Make these few objectives the goals for your mobile site.
- Focus on a call to action. One thing that should remain unchanged is the focus on a call to action. You can cut out almost everything in an attempt to simplify your mobile site, however leave the call to action on the site. You have a website because you want to make sales, and you are getting a mobile site because you want more sales. Try to steer your visitors towards making a purchase.
- Adjust the window size automatically. Mobile devices come in all shapes and sizes. Unlike a typical website that will appear on wider screen sizes, a mobile site needs to work for both narrow and wide screen sizes. Your customers may be browsing on something that is 2”x 2” or they may have a tablet screen almost as big as a laptop. Your site needs to work for both. This means buttons, and windows that scale. You don’t want the iPad user squinting or the iPhone user pulling out a magnifying glass.
- Include a button to the full site. Your average mobile visitor will find what they need on your nifty mobile site. However, you don’t want to restrict them. Include a prominent link that will take them to your standard site. This ensures that anything they can’t find on your mobile site is accessible regardless.
CeSI recently implemented a mobile site for Smart-Service, an independent Subaru auto repair company. Historically, Smart Service has been early to adopt new Internet marketing strategies. The company has made great use of their blog and as a result has built a reputation online as an expert in their field. Their success prompted us to recommend starting a blog to other clients. A well run blog can enhance a business’ reputation and boost the business’ presence in search engines. Smart Service was ahead of the crowd with online maps as well. Before every site had Google Maps they had custom maps to accompany the directions on their site. Today we recommend that every client, capable of doing so, claim their online maps listings in Google, Bing and Yahoo. Smart Serivce was also one of our first clients to have us implement the Facebook “like button” on key pages of their website. We are happy to help other businesses implement similar strategies to market their products and services. Please feel free to email us at firstname.lastname@example.org to request more information or phone 206-244-9092. We’d be happy to help your business get more from its Internet marketing.