This document discusses how to write content for mobile devices. It explains that mobile-first indexing is now the default for Google searches, and mobile-friendly content can improve user experience and boost key metrics. The document recommends writing for mobile in a shorter, clearer style by using shorter sentences and words, subheadings, and calls to action. It also suggests considering mobile layouts and limiting headline length. Tracking mobile-friendly content involves auditing sites for differences between mobile and desktop views and using tools like developer tools, Hemingway, and Grammarly.

1. A digital agency with a
difference.
Data is in our DNA.
CONTENT ACADEMY
WRITING FOR MOBILE

2. WHAT WE WILL
DISCUSS
• Why it’s important to write for
mobile
• How we can write in a mobile-first
way
• How to track mobile-friendly
content

3. WHY WRITE FOR MOBILE?

4. WHY WRITE FOR MOBILE?
• Google has used mobile-first indexing as default since July 2019
• Involves site architecture, design and content
• 77% of mobile searches occur at home or at work
• Mobile-friendly content improves UX, which can boost conversions and other on-
page actions
• Meaningful metrics such as dwell time, bounce rate and click-throughs are all
improved by mobile focus
• Content that works on mobile, in the vast majority of cases, also works on desktop

5. WHY WRITE FOR MOBILE?
• Writing principles for mobile content should be influenced by how people read content on mobile.
• Studies using eye-tracking technology found that readers of desktop pages followed the text in an F-shaped pattern (below left).
• This is the way we read books, desktop websites and probably how you’re reading this deck right now.
• However, on mobile (below right) users interact with the text very differently, holding their gaze and moving each chunk of text into the
middle of the screen.

6. HOW CAN WE WRITE
WITH MOBILE IN
MIND?

7. HOW CAN WE WRITE WITH MOBILE IN MIND?
• Write shorter
Shorter words and sentences keep people scrolling. Shorter
eye moving and stop you presenting a wall of text to an end
• Writer clearer
Use subheadings to give a user signposts through the
make for easier digestion than a long list in a sentence and
explain.
• CTAs
Give on-page CTAs room to breathe/be tapped on by the
members of society.

8. HOW CAN WE WRITE WITH MOBILE IN MIND?
• Write shorter
Save the technical jargon until it’s absolutely necessary. Get
and phrases: Needless to say – In actual fact – As we’ve
• Writer clearer
You have a matter of seconds to get and hold a reader’s
point. Tell the user why this page/product is what they’re
• CTAs
Is the application process quick and easy? Is it safe to
they call for more information direct from this page? If so,
less likely to leave.

9. HOW CAN WE WRITE WITH MOBILE IN MIND?
• On-page geography
Temper language to consider both the desktop and mobile
move depending on device – or disappear altogether!
• Get more from less in H1s
A consideration mainly for the supporting content we write. A good
and stick to a limit of six words or 55 characters for headlines.
content.

10. HOW TO TRACK MOBILE-
FRIENDLY CONTENT

11. HOW TO TRACK MOBILE-FRIENDLY CONTENT
• Scanning clients’ sites for
differences in mobile and desktop
outputs.
• Used in our auditing process – we
audit mobile-first because Google
indexes mobile-first.

12. HOW TO TRACK MOBILE-FRIENDLY CONTENT
• ‘Edit’ the page to make sure that
what you’re writing fits.
• For further information on using
these tools, and others online,
check out this guide to using
developer tools.

13. HOW TO TRACK MOBILE-FRIENDLY CONTENT
• Hemingway
http://hemingwayapp.com/
This tool grades your work’s readability and
to improve it.
• Grammarly
https://www.grammarly.com/
Can be added to Chrome and Office (I think!)
useful for writing ‘talking’ content.

14. ANY QUESTIONS?