Have You Taken Your Business Mobile?

Your customers have all Gone Mobile, Have You?

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Why You Should Go Mobile…

Mobile Websites Are No Longer Optional

The mobile web will soon be the dominant choice in internet usage, overtaking web browsing on PCs and laptops by next year. Given the clear supremacy and growth of mobile web browsing, it’s shocking to learn that 70% of businesses don’t have a mobile website.

Standard websites designed to be viewed on laptop and PC screens are incompatible for the smaller screens of iPhones, Androids and other mobile web devices. Even if your non-mobile website can be seen on a mobile device, that doesn’t mean it’s functional on a mobile device. Only 1% of standard websites will render on a mobile device.

Your standard website may feature high-resolution graphics, flash video and lots of interesting content. The very things that make your standard site so interesting are what will make it unusable as a mobile website. Most smart phones can’t play Flash programs, hi-res photos take too long to load and the volume of content will make the site slow to load and navigate.

Instead, you need to focus on the most critical information about your small business that a mobile web surfer needs. At a minimum, they need to know where you are, what you do, how to contact you and your hours of operation. For a mobile website, less is so much, much more!

Many of the best mobile websites launch with an opening screen that has just a few options that are large clickable buttons to easily navigate the user to the information they need including:

  • How to Find Us: clicking this can take your potential customer to a page where they can see your address, click for directions or click to activate their smart phone’s GPS function to automatically navigate to your establishment
  • When We’re Open: clicking this can take your potential customer to a page that simply lists your daily hours of operation; if there are holidays upcoming, you should also indicate whether you are open on the holiday as well as any days your hours will deviate from the standard
  • How to Reach Us: clicking this can take your potential customer to a page where they can click-to-call your business number, click to send an email to you or click to send a text to you; just be sure that whichever option they choose is monitored so you can communicate on the spot
  • What We Offer: clicking this can take your potential customer to a page that very briefly summarizes what you do, what you sell, what services you offers, etc.
  • Special Deals: clicking this can take your potential customer to a page that offers them an incentive in the form of a discount or freebie to sign up for your mobile texting list; this captures them on the spot and allows you to reach out to them again to encourage a transaction with your small business

Two other options to consider when prepping your small business website are social media links and an option to link to your full website. Consumers are very engaged in social media and if you have a presence on Four Square, Facebook, Twitter or other media sites, you should include links to your pages so they can follow you if they like. Another option that many mobile sites don’t offer, but that may be desired is a link to your full website in case they want to browse all of your content.

No matter what, a mobile website, even a poorly executed one, is better than no mobile website at all. But it’s easier than you can imagine to set up a mobile website for your small business in just a few hours to get found on the mobile web and drive business to your establishment.

Hard Facts about Mobile Marketing for Small Business

If you’re still not sure that mobile marketing is right for your small business, take a look at these results from several recent studies on small business mobile marketing to see why if you don’t already have a mobile marketing strategy in play, you’re significantly behind the times. Consider these findings and comments from top marketing surveys and sources:

  • Out of 700,000 small-medium sized business websites 60% do not have even the basic information consumers using mobile web devices need to find their business.
  • Over 93% of small-medium sized business websites do not properly render (appear) on mobile devices, including iPhones, Android phones or tablets.
  • Of the small businesses surveyed that implemented mobile marketing, 84% reported an increase due to the initiative.
  • 64% of small businesses plan on increasing their mobile marketing budget; this means your competition may be more effectively using mobile marketing than you are.
  • While 60% of small businesses report they have a standard website, only 26% of these offer a mobile-friendly version and only 14% had a free-standing mobile website.
  • Only 39% of small businesses have a mobile search strategy focused on getting them easily found on the mobile web.

David Brown, CEO of one of the firms that accumulated this data, Web.com, recently said, “With more and more consumers specifically searching for local businesses on their mobile devices, it is imperative that small businesses invest in a mobile presence.” He added, “Having a mobile presence can be a huge competitive advantage for small businesses trying to attract local customers by instantly introducing a potential customer to their business’ products and services in a mobile-enhanced way.”

Here are some more statistics showing why now, more than ever, your small business needs a mobile web presence and strategy:

  • For small businesses who engage or plan to engage in mobile marketing, 34% say they do it to gain competitive advantage.
  • For those small businesses already engaged in mobile marketing, only 1/3 of them plan to devote the same amount of funds and effort to it; the rest plan an increase. None plan to cut their programs.
  • The longer your website takes to load, the more people you lose. If it takes more than 2 seconds for your site to load, you’ll lose 40% of mobile users.
  • Almost 50% of consumers expect mobile websites to load within 2 seconds and 79% say a bad mobile web experience will keep them away from your site in the future.
  • Over half of mobile web users have encountered sites that froze, crashed or returned an error on their mobile device.
  • Nearly 75% of mobile web users have tried websites that were too slow to load on their mobile web devices.
  • 23% of consumers say they are less likely to transact business with a company that gave them a bad mobile web experience.
  • Another 40% of consumers say that a bad mobile web experience would send them to a competitor who offered the same or similar products or services.

These study results should convince you that if you don’t already have a mobile web presence and mobile marketing strategy, you urgently need one. For many consumers, your mobile web presence is the basis of their perception about your company. If you don’t have a mobile web presence, it tells customers you don’t care about their preferences. In contrast, a small business with a mobile web presence that engages the customer and enhances their experience will encourage both new and repeat business.

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