Mobile considerations include much more than simply responsive design because we use internet on our phones in a completely different way to other devices. Primarily, mobiles are used on-the-go throughout the day for instant information about local services. We might search for a nearby place for a quick bite to eat, or look up reviews of local businesses and how to get there. More and more mobile searches are about location, with people searching for a particular service that is nearby. This insight should inform your mobile strategy, from geo-targeting keywords to integrated map features.

A second factor to consider is that people want to nimbly switch between internet and phone features on their mobile. For example, if someone is researching a business, sees the clearly presented phone number at the top and wants to make contact, it is then a matter of rehearsing the number while opening the keypad and typing it in. It is a clunky process, and one that has the potential for your customers to get your number wrong and you could lose a possible sale. A simple solution is a ‘click to call’ feature, whereby your number on your mobile site is linked to call your business directly. The same applies for an email address opening a new email, and a street address opening in Google Maps. These essentials may seem minor, but they make visiting your site online extra user-friendly and increase your contact conversions.