So what is a mobile-friendly site?
Mobile-friendly websites are specifically designed so when viewed on a smartphone, tablet, e-Reader (basically anything that’s not a desktop), they deliver optimum performance. In terms of experience, design and speed, they’re closely tailored to the context in which visitors engage with your client’s website. They also make the most of the in-built capabilities that tactile devices offer. The next few years will see every (serious) business make the move to mobile.

That’s a bold statement. So what’s the biggest single benefit for my client? 
Simple. Meaningful engagement with their customers, in the same way those customers have chosen to connect with them. First and foremost, it lets readers enjoy a great – or optimised – experience. Regular websites are designed with the size and shape of desktop screens in mind, so reading them on mobile means pinching, zooming and scrolling around to get information. Too often, this desktop functionality doesn’t work on mobiles – it’s not thumb-friendly, navigation is clunky and visibility is poor. Google’s own research shows that users don’t stay long on non-optimised sites. Instead, they go to the sites that are. Your clients need to come to terms with that, and quickly.

Anything else?
There are tons more benefits – take a minute to check them out. Proper engagement is enabled when the right technical elements are in place. That’s the rocket science bit. So, optimised imagery delivers quicker page loads; enhanced, mobile-friendly fonts mean great legibility; and the single URL means SEO works seamlessly with your existing content. Our CMS also means content is updated easily and quickly, and at no cost to your clients.

OK.  But do our clients really need to optimise their website?
It depends if they’re willing to risk losing out to competitors who’ve taken steps to optimise. The explosion of mobile has completely changed the game – by 2015 there will be more than 7 billion tactile devices accessing the internet. They’re more popular than toothbrushes. They deliver the moments that matter to people, so a positive experience is a must. Customer attitudes have shifted. Users want an experience as attractive as an app, but as comprehensive as a desktop. Failing to hit expectations will ultimately cost your clients’ business. Are they really on top of this? Are you?   

Is there more than one way for my clients to go mobile?
Yes. There are several options in fact. The choice will be governed by the type of business you operate, your current web statistics, and the goals of your online strategy. Together, these elements will point you one way or the other. That’s where we can help.

Won’t an App do the trick?
Apps certainly have a place in the mix, but they’re an answer to a different question. They can certainly complement a mobile-friendly site but will never replace one. Apps are also costly to create and update, and your clients will need one for each device type. Mobile-optimised sites are device-agnostic – all users need is the web browser. It’s no coincidence that organisations such as the BBC and the Guardian, who have previously used Apps for much of their content delivery, are now making the move to Responsive websites.

Where do mobile ads come in?
The spend for mobile ads is rising dramatically. They allow your clients to target users in an unprecedented way. But picture the scenario: you have bought an advert that appears on a mobile device but it takes users to a non-optimised site. The valuable interaction you have paid for is wasted. All that effort for nothing; you’ve turned an opportunity into a disappointing experience – and it’s cost you money too. Ouch.

I’ve still got some questions. What do I find out more?
Right here – give us a nudge, we’ll get right back and start you on the path to optimising your clients – and their websites – for mobile.