How many people do you know who don’t have a smartphone? Can you count them on one hand and have fingers to spare? How many of those constantly use their phones to find information on the web? It’s a safe bet to say all of them. Even the few troglodytes who only have feature phones occasionally use them to find information on the net.
The point being made is that everyone uses the mobile web, and most people use it several times a day. They use it to access their social networks, to read news and, very importantly for businesses, to find goods and service providers and buy products.
This means that if you have a business, you need a mobile website. However, some businesses need mobile websites more than others.
The bad news for small businesses with limited budgets is that they need mobile websites more than others. The good news for small businesses with limited budgets is that the returns on mobile websites more than make up for the initial expense.
Let’s take a closer look at exactly what types of businesses absolutely can’t do without a mobile website.
- Restaurants
In May 2012, Bryson Meunier cited some statistics from Google that revealed 88% of all searches for the keyword ‘restaurants’ came from mobile phones. The most often-used restaurant-related search terms on mobile phones included ‘locations’, ‘hours’, and ‘menu’. This suggests that mobile users want to get very specific information from their search results. If your restaurant doesn’t provide this very specific information in a mobile format, it’s losing out on a major audience.
There is one very important reason why small local restaurants need to get their act together and get mobile websites. Mobile users aren’t really looking for franchises or fast food places. If they do, they specifically search for franchise names. Instead, they conduct vague exploratory searches to find out what happens to be nearby. For example, they may be in the mood for Chinese food and so they conduct a random search for Chinese restaurants in their vicinity. Now, if you own a Chinese restaurant, you want to ensure that you pop up at the top of those search results. And that means that you need a mobile website that includes an address, directions, contact numbers, and easy-to-read menu.
- Service providers
It used to be possible for service providers to rely on an ad in the Yellow Pages and the local newspaper to get business. Now, however, it’s easier to reach for the phone than to hunt for the paper that could already be lining the cat litter tray and the Yellow Pages was probably thrown on the recycling pile as soon as it was delivered.
As a service provider, your best bet is to use your mobile site to punt your services before your company info and to provide geographic and location-specific information and glowing testimonials on major landing pages.
- Retailers
Mobile users may not always make purchases on their mobile phones, but they do a lot of ‘window’ and comparative shopping. They also do a lot of searching for words like ‘discount’ and ‘coupon’. As a retailer you need to emphasise your products on your mobile site, and proudly proclaim your special offers, promotions, and coupons. Users need to see at glance exactly why you’re better than all the stores in the area. Geographic and location-specific information is a must.
Meunier cites additional stats that show 90% of mobile users take action as a result of their mobile searches. In the case of a small restaurant, this could mean a full table. In the case of a service provider, it could mean a booking. And while retailers might not necessarily make a sale online, this could mean that they entice users with open wallets through their door.
People almost literally live on their mobile phones these days. They rely on them for everything from Skyping their boss to Facebooking their mom. And, of course, they use them to make vital decisions, like where to eat, which plumber to use, and where to buy that vintage dress. All of which means that if you’re a small business, you can’t afford not to have a mobile website.
Our Guest Blogger Jemima Winslow, has five years’ experience working in online marketing and has had the satisfaction of watching many small business owners reap the returns after taking a chance and investing in mobile site development.
