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Small Business Digest


The Rise Of Mobile Users Forcing Small Businesses To Upgrade Company Websites

With mobile web-traffic rising, small business leaders need to upgrade their company websites to insure their message is getting through.

Experts are expecting significant growth in the next two years, it is important to make a company website more mobile-riendly.

Right now 15% of all traffic is to mobile devices according to StatCounter.

With practically all business Web sites lacking proper formatting for mobile browsers, this means that one out of every six visitors is probably having trouble.
Two big factors keep Web sites from playing well with mobile browsers.

  • The first is simply screen size. Web sites are built to be viewed on large desktop monitors, but mobile devices, particularly smartphones, have much smaller screens. A mobile user must zoom in and out all over a Web site to view its content, and this is an easy way to turn off a visitor and shoo him or her away from the site.
  • The second factor is the use of Adobe Flash in Web sites. What was once the hot trend for cool, dazzling Web sites five years ago simply breaks Web sites that are viewed from mobile devices that don’t support Flash.

Although it may change in the  future, iPhone, iPad, or iPod Touch users  cannot view Flash elements that appear on Web sites, and the support (aka “love”) for Flash is fading fast.

Unfortunately, many businesses built their Web sites around Flash and display their most important content and navigation buttons within Flash animations.

The open-standard HTML5 is the preferred way to go because it’s supported by all current browsers, but that means a lot of Web sites need to be rebuilt.
Because a Website is the public billboard for a company’s message, products and services, alienating 15% of its visitors is a major concern for most businesses.

Even worse, this percentage grows every day. Marketing executives need to take action immediately to optimize their Web sites for mobile browsers.

Fortunately, doing so doesn’t cost an arm and a leg. Depending on how a Web site is constructed, sometimes relatively minor tweaks can make a Web site appear beautifully on a mobile device.
Large companies are farther ahead of the curve than the small and midsize market.

As one might expect, Amazon, IMDB, Facebook and all of the Internet giants detect the user’s browser and format their Web sites accordingly if the visitor is on a mobile device.

Their reputations would fall apart in days if users needed to pinch and zoom to navigate their sites, or if Flash elements showed up as broken links.

Mike Newman, President of On The GoWARE, tells clients, “Simply go to your Web site from an iPhone or Android or any other mobile device. If you can’t read the text clearly without zooming, or if any graphics aren’t showing up correctly, or if you can’t tap items to navigate to the subpages, your Web site needs some work."

He adds, "Even worse, if your site contains e-commerce elements like a shopping cart, make sure they’re working correctly, or you will be losing money. Mobile-optimized Web sites are more important to business than executives are realizing.”

With e-mail still being the “killer app” for mobile devices, and Web-site addresses commonly contained within business e-mail signatures, a poor-looking Web site is only a single tap away from clients and prospects.

© 2018, Information Strategies, Inc.
P.O. Box 315, Ridgefield, NJ 07657