1. My website looks okay on mobile devices now. Is it really worth it just to make it look and feel as slick as possible on smartphones and tablets?\u00a0<\/b><\/p>\n
Yes, without a doubt, says\u00a0Brian Alvey<\/a>, “chief scientist” at\u00a0Ceros<\/a>, a cloud-based real-time web content authoring platform. Global fashion, auto and retail brands look to Ceros to publish interactive marketing experiences that are designed to \u201cwork flawlessly\u201d on all types of devices, and smartphones and tablets are no exception.<\/p>\n \u201cMobile used to be the future of business,\u201d Alvey says. \u201cMobile used to be a trend. Now it\u2019s the norm.\u201d The bottom line: If you don\u2019t adapt to mobile and quick, you could miss out on a prime revenue-generating opportunity, or even lose customers to competitors who already embrace mobile.<\/p>\n 2. Should I have a dedicated mobile version of my existing website or simply make my existing website responsive to mobile?\u00a0<\/b> Alvey prefers an all-in-one responsive site. He says he\u2019s heard that Google and Bing prefer them as well.<\/p>\n 3. Should I try to mobile-optimize my website myself or delegate it to someone on my staff?\u00a0\u00a0<\/b> \u201cMost SMBs can\u2019t justify even a single full-time designer, so in-house isn\u2019t an option,\u201d Alvey says. \u201cUnless you have the time and experience to directly manage freelance designers, I\u2019d hire a company [to do the job].\u201d<\/p>\n 4. What are some of the best mobile optimization options available and what do they cost?<\/b> Alvey\u2019s favorite mobile services are from popular website hosting companies like\u00a0WordPress<\/a>(free hosting, plus premium upgrades),\u00a0GoDaddy<\/a>\u00a0(hosting costs $4.99 to $7.99 per month) andSquareSpace<\/a>\u00a0(free 14-day trial, hosting costs $8 to $24 per month). Each offers a broad array of automatically mobile-friendly, attractive prefab website designs, features and themes, plus premium add-ons.<\/p>\n Another is\u00a0b Mobilized<\/a>, whose slogan is \u201cmobilize any website… instantly.\u201d This can be a smart option if you simply want to add mobile responsiveness to your existing website. The service\u2019s software mobilizes your site with the click of a button. Pricing is monthly and reasonable at $15.20 per month annually or $19 month-to-month.<\/p>\n 5. Should I just hire a contractor?\u00a0<\/b> 6. What are some key, must-have mobile site features?<\/b> Another essential feature all businesses should position front and center is a \u201cclick-to-call<\/a>\u201d phone number. All mobile users have to do is click the number and their smartphone will call you, allowing them to instantly and directly engage with your business.<\/p>\n \u201cNever forget that a customer who is checking out your business on their phone — is holding a phone.\u201d<\/p>\n 7. What about social media integration?<\/b> Alvey points out that, because they\u2019re so inherently visual, hotels and fashion companies thrive on Instagram and Pinterest, so those particular platforms make sense to integrate into their mobile sites. Whereas Twitter integration is a better fit for airlines and TV shows, which tend to experience high engagement on the microblogging service, he says.<\/p>\n Whichever social platforms you settle on, it\u2019s wise to limit yourself to only two or three social media sharing buttons, not a dozen, Alvey says.<\/p>\n 8. What\u2019s the best way to test my mobile site before launch?<\/b> Interestingly, he also suggests swinging by Best Buy, which he cheekily calls a \u201cfree mobile testing lab,\u201d or a similar consumer electronics retailer to check your site out on as many of their sample smartphones and tablets as possible. You\u2019ll get a hands-on feel for what works and what doesn\u2019t — at zero cost.<\/p>\n
\nYou have two choices. You can either opt for a single website that displays content responsively for different device and browser types, otherwise known as responsive web design. Or you can create a standalone dedicated mobile website separate from your main website. If your main site is www.examplesitehere.com, then your dedicated mobile site would likely appear as m.examplesitehere.com. The .m signifies mobile.<\/p>\n
\nParticularly for small businesses that are light on resources, it\u2019s best to leave it to the pros. The mobile optimization process is generally too cost-prohibitive, complicated and time-consuming to go in-house.<\/p>\n
\nLuckily, there are a wide variety of solutions available for every budget. Alvey suggests deciding what you\u2019re willing to spend, then choosing the best available option from there.<\/p>\n
\nHiring a contract web designer for the job is also an option, though it could cost you more in the end than using an online solution. Alvey says web designer fees are generally charged hourly and vary quite a bit from city to city. If you do go the contractor route, he advises that you hire locally and carefully check customer references before committing.<\/p>\n
\nRequired mobile features vary, Alvey says. \u201cObviously, if you don\u2019t have e-commerce, then a shopping cart is useless.\u201d But if you do sell goods online, you should definitely include one in your mobile design. Or, if you own a brick-and-mortar retail business, be sure to prominently display your store address and hours, and perhaps a link to driving directions as well.<\/p>\n
\nSocial media integration is like free advertising. It lets users generate a buzz around your brand. In most cases including social elements is a must. For example, on the mobile site for a free online deal-tracking service called\u00a0Hukkster<\/a>, first-time users can sign up to use it by entering their Facebook (and Google) credentials. Hukkster\u2019s Facebook integration makes it easier for its users to share their favorite product discounts with their friends on the popular social platform, while simultaneously broadening Hukkster\u2019s marketing reach on Facebook.<\/p>\n
\nTest-driving your site helps you discover and weed out bad links, confusing navigation and a host of other potential functionality issues. Be sure to test yours on as many devices and browsers possible, \u201cnot just the ones your team or your CEO uses,\u201d Alvey says.<\/p>\n