Local Marketing Blog
Local Marketing Blog
Local Marketing Blog

Mobile Optimization for Local

Mobile optimization has become a focus for local businesses as more consumers turn toward to their smartphones and tablets to select local businesses. According to BrightLocal, traffic from mobile devices has increased 125% since 2012. So, we know mobile can’t be ignored, it is just a matter of determining how to best optimize mobile web properties.

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There are really two options: You can either create an entirely separate mobile-dedicated site, or you can recreate your entire website with responsive web design — which will scale with the content to optimize for smaller screens. But either way, you have to make tough decisions on content.

Prioritize Content:

While screen sizes for mobile devices vary, mobile optimization means designing for the lowest common denominator. Most smartphones have a screen size between 3 and 3.5 inches. When held vertically, that makes for a pretty narrow web page.

Paring down copy and prioritizing content becomes paramount for mobile optimization, which is why you often see mobile sites simplified down to only the most important elements.

For a local business, three obvious elements should always be above the fold: Company name, address, and phone number. What is less obvious is how to optimize those elements — more on that below.

Following those basics, appointment request buttons and verified reviews take priority. After all, you want your mobile page to capture leads.

Click-to-Call:

Mobile optimized navigation menus have become somewhat standardized for smartphones especially. More often than not, you will see a series of rows or buttons stacked vertically one on top of the other and centered.

At the top of this menu should be a click-to-call button. See the Albert Nehman plumbing mobile site above for an example.

Maps:

Assume your mobile search traffic is actually mobile and make it as easy as possible for the to find your business.

According to an AT&T study, consumers who search for local businesses on mobile devices are very likely to walk through the door.

To that end, consider linking to Google Maps someplace above the fold. But warning: Only do so if your Google+ Local page is up to date.

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