In thinking about your target client, their most likely path to “looking you up” is through their phone, not their computer. This is in stark contrast to how most advisors evaluate their websites, usually pulling it up on their desktop to evaluate the design and usability.
I could bore you with plenty of data on smartphone usage. For instance, in 2024 there are 4.88 billion users globally, up from about 1 billion a decade ago. But we can see this just by watching humanity. People are glued to their phones and use them for nearly every purchase decision. Optimizing your site for mobile must go from an afterthought to a starting-point.
Here are the key strategies to consider:
Implement Responsive Design
Responsive design ensures your website adapts to various screen sizes and orientations. With a responsive design, your website will automatically adjust its layout to fit any screen size, enhancing usability and accessibility.
Prioritize Page Speed
Slow load times lead to people abandoning your site. While you personally might not know much about image compression, browser caching, and CDNs, a good webmaster does. Tools like Google PageSpeed Insights can identify areas for improvement as well.
Simplify Navigation
Use a clean, simple menu structure with easily tappable buttons. Consider a hamburger menu (the three little lines) to save space. Ensure important links and call-to-action (CTA) buttons are prominently placed and accessible.
Optimize Touch Elements
Ensure all touch elements, such as buttons and links, are large enough to tap easily without zooming. Maintain adequate spacing between touch elements to avoid accidental clicks.
Create Mobile-Friendly Content
Content should be concise and easy to read on small screens. Use short paragraphs, bullet points, and subheadings to break up text. Optimize fonts for readability, ensuring they are neither too small nor too large.
Optimize Forms for Mobile
Forms should be easy to complete on mobile devices. Utilize large input fields, simple layouts, and minimize the number of required fields. Implement auto-fill features and use input types (e.g., email, number) that bring up appropriate keyboards for easier data entry.
Test Across Devices
Regularly test your website on various mobile devices and browsers to ensure it performs well across all platforms. Tools like BrowserStack or Google’s Mobile-Friendly Test can help identify issues and provide insights for optimization.
Optimizing your website for mobile is essential in today’s digital world. By implementing these suggestions, you can create a seamless and engaging mobile experience for your users, giving your firm a first-class presence online.
