In 2015, Google announced that mobile search queries overtook desktop queries. So if it’s not done yet, it’s time for your website to be mobile-friendly or you will probably lose your potential customers who use smartphones and tablets…

Indeed, when browsing the web on your smartphone, you want it to be fast and easy to use. It’s the same for your customers who surf your website using a laptop or desktop computer. Here are some of the essential features you should use for a mobile-friendly website.

Responsive Design

First, offering a mobile responsive design is essential for your viewers’ comfort and improved usability. A mobile responsive design adapts the display depending on the mobile or tablet screen size. According to Google’s Think Insights on Mobile, if people visit your website and it can’t properly display on their mobile device, there is a 61 percent chance that they will get frustrated and leave it and try another site, perhaps your competitor’s site.

Having a mobile-friendly website is also important from an SEO point of view. Indeed, since April 2015, Google takes into account whether websites are mobile-friendly or not to rank them in the mobile search results. So, your website may have a negative influence with ranking on Google mobile search results if your website is not mobile-friendly.

Not sure if your website is mobile responsive? Check out this Google tool that informs you if your website is mobile-friendly or not.

Illustration inspired by Josh Clark (him self inspired by Bruce Lee) at BDconf “The Seven Deadly Myths of Mobile”

Call to Action

When people are in a hurry looking for an activity or a service on their phone, they don’t want to waste too much time to reach their goal. That’s why you have to seriously consider how your mobile site content will help them in their research. Your mobile website has to present your information in a concise fashion and also guide users clearly on the main goals you want them to take by providing clear calls to action. For example adding a prominent “Book now” button with a link to a booking form. These buttons have to be large enough so that people can easily see them.

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Click To Call

A “Call” button on your website will allow potential customers to call you quickly if they have a query about your business. According to a report from Invoca, calls have 30 to 50 percent conversion rates while clicks only have 1 to 2 percent. This means the Click to Call feature is a huge opportunity for your brand. If people call you instead of looking through every page of your website, it may lead to a higher chance of conversion.


Plus, Click to Call is also available thanks to Google My Business. As we talked about it in a previous post, Google My Business is a great way to have increased visibility in Google  search engine. A Google study showed that 70% of mobile searchers use click to call and that calls are an important channel for consumers. Once listed with Google My Business a “Call” button will be displayed beside your listing when viewed on mobile search results, this allows custom.ers to call you directly. See more information here from Google on how to get listed on Google My Business.


Maps & Directions

For mobile users, one of the most common queries they have is where to find your business location, so it makes sense to provide a map and directions on your mobile site.

Again being on Google My Business or Google Maps will allow potential customers to find your location on the map when they’re looking for your type of business. For example, I am in Sligo looking for a golf club. You own a golf club in this area. Being present on Google My Business or Google Maps will allow me to find you and Google Maps will show me the way to go to your club. It will be also possible to add this map directly to your website, it will be much more visual than a simple text address.

Our top recommendation? The preferred method is to get your business listed and verified on Google My Business first, then you can embed this map on your website. Alternatively, you can visit Google Maps and create a simple map, add your location and embed this map on your website.



If you don’t already have these 4 features in your digital strategy, you may be losing customers who are frustrated by your website or who can’t find a way of contacting you. Mobile marketing has become a major part of business life, so consider how your business can take advantage of this!


Mobile marketing is one of the services we can help you with as part of a digital marketing strategy. Contact us at OSD Digital Agency if you would like to know more!