If Your Customers are Other Businesses it’s time to Up Your Mobile Game.
Have you put any thought into the mobile usability of your website? Are you a business who’s customers are other businesses? Building contractors especially, often carry out work for larger contractors or developers. Are you a small tradesperson, a carpenter, plumber or plasterer.
How do you think other businesses, especially larger contractors, experience your website? New research may surprise you.
Traditionally businesses have used desktop to find B2B (business to business) product and service providers, but that is changing. Think With Google has recently published data showing significant increases in the mobile sales funnel for businesses that provide goods and services to other businesses.
This has major implications for your marketing especially now that Google is moving to Mobile First Indexing. You can no longer ignore the mobile usability of your website. Let’s take a look at the stats. before we look at some solutions.
Businesses that are getting this right are driving real traffic. This 40% may reflect larger scale operations but is indicative of the opportunity mobile offers.
This is what your customers think of your website. Imagine this scenario; A procurement manager is browsing websites for new suppliers. On her commute home she continues her search, on mobile. Your mobile experience is poor, your competitors is good.
She spends 30 seconds on your site and decides to move on because it’s too difficult to navigate. Your mobile usability is not up to scratch. Next, she finds the website of your largest rival. A fast loading, mobile friendly, responsive website with AMP (Accelerated Mobile Pages) blog posts describing their products & services. Who does the buyer choose to do business with?
The trend towards mobile in the B2B sector is set to continue over the coming years. This will mean that almost half of the working day in the trade sector will be spent on a mobile device. Your mobile visibility has to be better than your competitors.
Is Your Website Mobile Friendly?
You should do this right now, if you haven’t already. Visit your website on a mobile device, or even better, get a friend to do it and tell you about it. Also look at your competition and leaders in your industry.
One of the beauties of internet marketing is that it is a level playing field. You have the same opportunity to build a killer website as a company 10 or even 100 times your size. Getting these things right is not about spending power, just a little time.
Responsive Web Design
Put simply, a website coded in such a way that it detects what type of device the user is on. Desktop, mobile or tablet. The website then shrinks and rearranges the content to fit. All websites should have at least this.
If you are using WordPress for your web design your theme takes care of responsiveness. Make sure your theme is responsive and you’re all set. Go through every page on your site and make sure that images fit correctly. Make sure that links and buttons are easily clickable.
Test Your Mobile Usability
Often Google can be very secretive about what we call ranking factors. But when it comes to mobile usability they could not be more helpful. Type Google Mobile Friendly Test into, well, Google, enter your URL and the tool will list any mobile usability issues. Some items can be very technical and will require some further learning but many are simple and actionable.
Google have explicitly identified load time as a ranking factor. If your website is slow it will harm your rankings. There is a lot of debate in the SEO world about how fast a website needs to load but in my opinion you should be aiming for half of 1 second. At 2 seconds statistics show that bounce rate (people clicking away before they ever see the page) begins to increase.
What you can do;
There are a lot of things that effect load speed. Many of them are quite technical and are not available to those with more affordable web hosting plans. Two things that everyone should do:
- Enable Cache – In WordPress, install a plugin called WP Super Cache by Automattic. In short this leaves a static copy of any page a user visits in their browser. The next time they visit this loads first, increasing the speed.
- Image File Size – This is a simple one. Don’t upload large images, resize them to the required size first. If your image is 2000 px wide buy you only need an image to be 300 px wide your website has to load the full image first, slowing it down.
AMP – Accelerated Mobile Pages
The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.
AMP can dramatically increase the speed of your website on mobile.
- AMP HTML is HTML with some restrictions for reliable performance.
- The AMP Java Script library ensures the fast rendering of AMP HTML pages.
- The Google AMP Cache can be used to serve cached AMP HTML pages.
For WordPress users the best way to implement AMP is to install the plugin AMP for WordPress. The plugin will create a new URL version of every post with the extension /amp/. It will also deal with any duplicate content issues. You should also install Glue for Yoast SEO & AMP if you are using Yoast SEO (which you really should be!!).
Thank you for reading this post, I hope it will help some of you with the mobile usability of your website. Please leave a comment with any questions you have or tactics you have used to improve your mobile experience.