This document outlines 12 fundamentals for designing and marketing effective mobile websites. It discusses how mobile web usage is growing as more people access the internet on their phones. To stay competitive, companies need a mobile-optimized website. The tips provided include keeping the site functional, simplifying navigation and graphics for small screens, using responsive design, and capitalizing on location-based and social media features. Mobile search engine optimization is also important to consider. Following these strategies can help companies develop an engaging mobile presence and reach more customers.

1. The 12 Fundamentals of Designing & Marketing Mobile Websites
This article details some of the basic techniques involved in creating and marketing a
mobile website.
Mobile web marketing is projected to rise exponentially as more and more users acquire
high-end mobiles allowing them to access websites on-the-go. More than half a billion
people across the globe use their mobile phones to access the web. And with mobile devices
quickly gaining popularity over traditionally PC’s, user counts are expected to increase
dramatically.
Simply put – your company needs a mobile website.
The minute you get down to it, you’ll realize that a mobile website can be much more taxing
to create than compared to a conventional web portal. This is primarily because of the newer
technologies involved, the sheer diversity seen across mobile phone models and perhaps due
to the significant departure from traditional website design models.
Keeping this in mind, the following tips will help you develop an edge over the competition
with a successful mobile web portal.
1. Keep It Functional
While regular websites are designed to convey every last bit of information to the
user while presenting as attractive a package as possible, mobile websites are
designed to be accessed on-the-go.
That means they provide exactly what the user is likely to need from your website and
little else. There is less emphasis placed on a glamorous façade and more on
functional design.
2. Layout Matters
Given the reduced screen size of mobile devices; navigation tends to be vertical
rather than horizontal. That means you’d be more successful using a single column
layout rather than a multi-column spread.
3. Minimize Hypertext
Hypertext is almost non-existent on mobile websites. This is because links are too
small for users to comfortable click on using a mobile interface. And face it – a URL
looks ridiculous when enlarged. Instead look to large buttons and tabs to accomplish
many if not all of the hypertext functions on a mobile webpage.

2. 4. Reduce Graphical Content
A key problem is bandwidth. While desktop users are able to fully tap the benefits of
the 4G wave, mobile surfers aren’t quite as fortunate. The limited bandwidth
available even on 4G-enabled cell phones translates into a need for reduced graphical
content on a mobile website. The company logo and color schemes are essential
inclusions, but little else is.
5. Flash Vs. HTML5
Animated intros can enhance the appeal of your website, but can also drastically
increase loading times, especially on older phones. Also, almost 45% of mobile
browsing occurs on Apple products that do not support Flash. Consider doing away
with Flash altogether and using HTML 5 as your primary tool when creating any kind
of mobile website graphics.
Conversely, since legacy (or soon-to-be-legacy) browsers may not support HTML5,
you may wish to create a back-up Flash intro. User devices will often pick up and use
the sequence that they are most compatible with, saving you a lot of heartache over
lost market segments.
6. Simplify Navigation
Navigation is something that should form an integral part of your website building
strategy. When users access a mobile website, they aren’t really looking to experience
the full flavor of your company’s various marketing strategies. Instead, they want to
complete a certain task within as short a time as possible.
Look at design options that make it easier for a user to locate what they need
without having to delve deeply into a website. On most mobile websites, contextual
and local navigation options are discarded in favor of a more robust and service-
oriented global navigation interface.
When users are completing a multi-step process (such as making a purchase),
incorporate the title of each step on the button that leads to it. This will keep users
aware of how far along they are in the process and eliminates the need for ‘progress
indicators’. Additionally, breadcrumb trails and footers are also minimized to the
most relevant links available, rather than a comprehensive list.
That said, all information on your site should be a maximum of three pages deep.
More than three pages and you run the risk of frustrated users getting lost in your
website without having found exactly what they need.
7. Capitalize On Location
Mobile web marketing offers a number of strategies to help you directly enhance
sales. Location tracking is one of them. Since most mobiles can auto-detect the

3. location of a user, this allows you to send out location-specific offers, opportunities
and search results. This works even better if users have already indicated their
preferences, allowing you to return personalized results.
8. The Social Media Side
Social media is an excellent mobile marketing opportunity with 2 in every 10 users
accessing a social network via a mobile device. Since most social media already have
well-designed mobile portals, the emphasis needs to be on the content of your page.
Contests, submission forums and other interactive strategies work exceedingly well
on a mobile platform due to the versatility and portability of the device.
9. Integrated Functionality
In the heady maelstrom of technology that goes into a smart phone we tend to forget
their basic functions - phone calls. Integrate your mobile website with calling and
text messaging by placing your toll-free international phone number on the site. This
allows users to telephone order a product or engage a service at the press of a button
(i.e., without having to manually dial the number).
10. Apps, Apps & More Apps!
Creating useful applications that pertain to your product or service are a great way to
enhance your brand image and drive traffic to your site. For example if you run a
travel portal, try creating an app that allows users to organize their travel plans,
schedules, etc. Make sure the app features an easy to use interface and that branding
is prominent.
11. Percentages Vs. Pixels
One of the biggest hurdles in mobile web marketing is cross-compatibility. Smart
phones come in a vast array of models and screen sizes can differ considerably. This
can spell disaster for you website when it is only optimized towards a particular
resolution.
However, you can bypass this problem by using percentages instead of pixels to
determine the size of various layout elements in HTML. This will give you a fluid
layout that can readily adapt to multiple browsers and screen sizes.
12. M-SEO!
Mobile SEO is still a nascent sphere of marketing and that alone is plenty of reason to
get straight into it. A lot of mobile search engines still have to get their kinks ironed
out but standard SEO practices should do you a world of good in the long run. Also,
ensure that you follow W3C’s accessibility best practices. This makes your site
content accessible to nearly every platform, further streamlining your marketing
efforts.

4. If you diligently follow these strategies, your mobile website should develop into a lucrative
marketing portal that will net you more customers by the day. However, keep in mind that
the mobile marketing is still in its infancy. With the development of newer technologies and
increased usage, your strategies will have to be versatile and quickly adaptable to sudden
change.
Sources
http://www.webpagefx.com
http://www.smashingmagazine.com
http://esalesdata.com
http://www.uxmatters.com
About The Author
Linda Mentzer is a published author and senior marketing manager for an information
management company that has helped sell thousands of software products on a global scale.
With over 11 years of experience in electronic marketing techniques, Linda has authored
articles for several leading business journals, worldwide.
Ph: 1-877-728-9624
Email: sales@esalesdata.com
Website: www.esalesdata.com