Going Mobile - An Introductory Guide Part 2 - Mobile Websites

Looking back 10 years, and perhaps even less, many businesses were saying “We don’t need a website”. The profound impact the Internet has had on commerce in the modern culture has made a clear and compelling case that every business has a need for a website, and few would argue the value of at least a minimal web presence today. In much the same way, the explosive growth in mobile consumer patterns shows a need for businesses to cater to the browsing experience on a mobile device.

This second installment of the four part “Going Mobile” blog series highlights mobile websites - one of the most basic, and most important, approaches a business or organization can take in establishing a mobile presence. Once an organization has determined their business strategy by evaluating customer needs and business goals, the mobile website can be an effective tactic in implementing their strategy and connecting with customers in the mobile space.

A mobile website can simply be thought of as a website that is formatted in content, design, and experience to work with a mobile browser. While mobile browsers are able to browse standard Internet websites, the smaller screen size, nature of the device, and limited functionality of the browser yield many websites either inoperable or challenging to view and navigate. Traditionally, mobile customers have been accepting of these limitations. However, as the novelty of these devices wavers and they become the norm, the acceptance of a less than optimal mobile experience will quickly fade, becoming a liability for businesses that ignore this need. Just as businesses have come to understand their website as the virtual face of their company, a poorly functioning mobile presence provides an undesirable image of the company to mobile users.

An effective mobile website is more than simply a translation of the current Internet website to fit the screen size. The user experience design is absolutely critical for your site. Identify and understand the needs and objectives of both your organization and your customers as it pertains to your overall strategy in the context of a mobile device. Using this understanding, create the navigation, flow, aesthetics, and content for the site. Avoid long text, extensive scrolling, and deep background details in favor of more situational-aware concise and current information.