Mobile Does Matter for Your Small Business


Amy Olivieri, Constant Contact
Regional Development Director

We live in an increasingly mobile world—just take a glance around, wherever you may be, and you are sure to see multiple people using mobile devices.  They’re checking their email in line at the coffee shop, browsing the internet on the sidelines of their child’s soccer game, and tweeting from the aisles of the grocery store; and when potential (and existing) customers go to get information about your business, they will likely do so using a mobile device.

Potential customers who find your website through listings like Yelp or TripAdvisor or a mobile search are usually in the mindset of buying or contacting your business.  It’s important that they can easily purchase something from your mobile site or can find your contact information.  These two components play into a mobile-friendly experience that can be extremely powerful when it comes to conversions.

If your business does not offer mobile-friendly experiences for your customers, the worst that can happen is that people decide not to do business with you.  That’s the bottom line and as a small business owner, your bottom line is a big deal.

Aside from losing business, there are a few other problems that can arise if you’re not mobile friendly that you’ll probably want to avoid.  I’ll outline the most common challenges, as well as some tips to help make sure your business is mobile friendly.  While becoming mobile friendly is not something that will happen overnight, do a little bit at a time to avoid feeling overwhelmed. Here are a few simple things you can do in the next few months to get your business moving with the mobile tides.

Challenge: Frustrated customers

Picture this– an excited new customer arrives at your mobile website and they’re laser-focused on buying one of your products.  They’ve done their research; they’ve combed through your stellar business reviews on Yelp; and they’re ready to click the purchase button…but, they can’t find that button.  That maybe could be because that button is actually a link and when they go to click it, their finger presses the link below it, which immediately sends them into a frenzy of frustration.  Then, if things can’t get any worse, the visitor can’t find your phone number so that they can call and scream, “Please just let me buy your product!”

This scene may seem extreme, but, it’s a reality many mobile users face.  If that customer does eventually find your address, you’ve already started your relationship off on the wrong foot.

Tip: Make sure your website is mobile friendly

A mobile-friendly website is basically a shorter, more condensed version of your main site. Simply paring down your content into digestible chunks will help greatly.  Also, make sure you have a clear “click to call” button on every page.  That alone is crucial when it comes to being more mobile friendly.

Challenge: Your business can’t be found

Not updating your online listings on sites like Yelp and Trip Advisor is the quickest way to simply not exist to the many, many people searching and shopping on their mobile devices.  Make sure your business is listed, with the correct updated information, in all of the places your customers might be searching for you.

Tip: Update your online listings

Make sure all of your online listings are updated.  You should also encourage existing customers to write reviews for you because they are incredibly powerful in the customer buying process.  Maybe even think about offering a discount for customers who write a review for you.

Challenge: Existing audience disengages

If your emails and newsletters are not mobile friendly, your customers might eventually disengage or even worse, unsubscribe from your mailing list.  Chances are, the majority of your customers are busy and read your communications on-the-go from their mobile devices.  If they are excessively squinting, pinching, and scrolling, they will quickly and swiftly send that email to the trash bin.  As much as they love your business and your products/services, they just don’t have time to fuss with an annoying email.  It also doesn’t help that they are already inundated with ads, commercials, and emails all day long.

Tip: Create mobile friendly emails

For starters, keep them short and sweet.  That’s the motto for mobile-friendly emails and newsletters.  Next, make sure your text font is big enough so that it’s easy to read.  I’m not talking about senior-sized font but definitely play around with it and see what looks best.

By making even just one of these few adjustments, you’ll be well on your way towards becoming mobile friendly and it doesn’t require that much time or effort at all.  All it takes is thinking a little differently about your website and communications.  Remember, becoming mobile friendly is a journey not a destination.  It will take time.

Amy E. Olivieri is Regional Development Director at Constant Contact
Reach her at: [email protected]
(713) 401-2841


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