The strategy of effective mobile web content should not be taken lightly. Put yourself in your customers' shoes and give them what they are looking for as quickly as possible. Think about where they are likely to be viewing your site: on a bus or the subway, sitting in their cars at a stop light, standing on a street corner, or sitting at a restaurant. Not surprisingly, another study by iCrossing ("How America Searches Using Mobile")found that maps and directions are the top items that people seek using mobile search. Additionally, your customers will want other specific things from you on your mobile website, and they may want more and more over time. To get started, here are some ideas about what to include on your mobile website. Of course, you will have other things that make sense for your particular business or industry, as well:
- Maps and/or directions to your business
- Your business hours
- Click-to-contact button
- List of items or brands your business carries (your menu)
- Fresh content in small chunks
- Timely information about your business
- Special offers or coupons
- Special event information
What you don't put on your mobile website can be as important as what you do. For example, don't include:
- Excess graphics (size or quantity)
- Long articles
- Anything that takes more than three clicks to find
- Large files or downloads that could cause a mobile device to crash or freeze
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