A longtime client recently called me with a few questions about his website, which was old and dated, and included poor-quality images and indifferent content.
1. Do I really need to spend more money to make my site look better and work more efficiently on mobile devices?
Are you kidding? The answer is a big YES.
If you think mobile is just a trend, it’s time to crawl out of Sleepy Hollow.
Mobile is the way business gets done — it’s the way 60 percent of users access information and the way people qualify purchases.
As a marketer and a business owner, you’re a stakeholder; you absolutely want to optimize everything that drives revenue.
Here are a few statistics that substantiate the need for an attractive, seamless mobile experience:
Mobile internet usage surpassed desktop in 2014.
70 percent of mobile searches lead to an online action within an hour.
80 percent of local searches performed on mobile phones convert into transactions.
In the case of my client, his website is essentially his only marketing tool; he needs to step up and spend some money on it.
It doesn’t have to win design awards, but it needs to look professional, have high-quality images, well-written content and smart navigation.
A website says a lot about you — that you can organize information and create a quality, client-facing product.
In many cases, your website is the first — and last — thing a potential client is going to see.
2. Can I make part of my website mobile-friendly so that I don’t have to spend as much time and money optimizing my entire site?
Your website is either mobile-friendly or it isn’t.
If you do a Google search for “mobile-friendly test tool” a field will appear where you can input your website URL. The result will indicate how mobile-friendly your website is.
Something else to think about: If your site is excessively slow and takes a long time to load, it may be time to rethink it. Impatient users won’t wait — they’ll find another provider.
3. Should I try to optimize my mobile website myself or outsource it?
If you’re a business owner, you’ve got a full plate, and becoming an SEO/optimization expert is not the best use of your time.
Becoming more knowledgeable about SEO strategies is always advisable, but this is definitely something you want to outsource.
SEO is not a quick fix
People often don’t understand that there is no simple solution for increasing your SEO value or Google authority.
Your website is one component, but keep in mind that a static website is not going to do you any favors.
You need to be updating it with fresh content, and the best way to do this is with regular blog posts.
Your focus needs to be on building a comprehensive web presence and that includes regular social media posts with quality content and great images, reviews on Yelp and other applications and probably some pay-per-click advertising.
It’s a multichannel effort that requires commitment and perseverance for sustained results.