According to SearchEngineLand between 15% and 55% of website traffic comes via a mobile device. And that was over a year ago; the number is undoubtedly higher with ever more customers relying on a mobile device such as a smartphone or tablet to surf the web while on the go.Those are numbers that should catch your attention, especially if you haven’t optimized your construction business website for mobile. Are you part of the 5% who doesn’t think mobile optimization is relevant to your business? Or are you part of the 35% who are either not sure about their optimization efforts or know for a fact their website is not mobile-ready?
This means 60% of construction businesses has already made sure their sites is as functional on a smartphone and tablet as it does on a laptop or PC. Maybe some of those are your competitors.
What Is Mobile Optimization?
Simply put, mobile optimization makes certain your website provides a good user experience for those who primarily access the internet on a mobile device. This includes smart phones, tablets, smart watches and other devices that operate with browsers created for mobile devices rather than traditional browsers.
This difference between browsers can mean your site, which looks fine on your home computer, looks entirely different on a smartphone screen. Functions may not be available; the page may look bad; or it may take forever to load. In short, your customers find it impossible to use your site the way they need to.
So they abandon your business site in favor of one they can navigate and communicate. One that doesn’t belong to you. Translation: lost sales.
How Is Mobile Optimization Accomplished?
There are two ways to optimize your site for mobile.
- Create a duplicate HTML site just for mobile.
- Use responsive web design so your site looks good no matter what browser is used.
Both of these methods are acceptable to the search engines.
You won’t get dinged for having a duplicate site is you go with #1. However, you now need to maintain two sites; updates must be applied to both each and every time. Still, this may be more cost effective than creating a whole new site from scratch. At least in the short term.
Responsive website design has code that changes the way the site renders and operates based on the type of browser that is being used. Your site becomes “browser agnostic.” If you are about to redesign your website, this may be the better way to go; there is no need to maintain two separate but identical websites and you don’t have to worry every time any browser is updated or a new one comes into use.
What’s In It for You: the Benefits of a Mobile-Ready Website
Improved user experience is probably the most important benefit you will gain from mobile optimization. Now your site can be navigated no matter the screen. Forms can be filled out using common smartphone usage techniques (like thumb-typing on those tiny keyboards). Anything customers can do on your site on a traditional browser they can do on their mobile device; the device they always have with them and now use to make purchasing decisions.
Another benefit is increased time on site. If the customer can use it he won’t leave. More time on site translates into higher conversions and more sales. Staying on the site longer may even be more important for mobile since users typically spend less time in total surfing on that smaller screen.
Third benefit: your site will load faster and more completely. Believe it or not, many people find waiting more than 6 seconds for a page to load to be too long. Mobile users don’t like to have their time wasted. Even 6 seconds of it. In fact, a one second delay can cause a 7% reduction in conversions.
Mobile optimization also improves your SEO. While Google says both responsive design and duplicate HTML sites are OK it really seems to prefer the responsive site.
Want more? Being able to use a smartphone or tablet to share documents, create contracts, communicate to the field from anywhere, and manage scheduling are all pluses in the construction game. The less travelling you have to do and the more responsive you can be to both customers and subs, the smoother the job will go.
Last but not least, mobile readiness gives you a competitive advantage over those who are still resisting the inevitable pull of mobile. What could be better?