Content Strategies For Mobile Websites

A number of industry commentators have mentioned that mobile-website owners should not try and guess what content should be displayed. However, if you already have an established desktop website you would have a wealth of information indicating what mobile-using visitors are searching for when they visited your desktop. If your current website already has a wealth of information, this should give you a fantastic starting point.

If you wanted to get clever you could pop into your Google analytics account, use filters to display the keyword volumes for your mobile, tablet and desktop source keywords and then easily work out the ratios. Whether you’ll see a skew towards more generic, brand, informational or transactional keywords will be dependent on the nature of your business and the success of your current search engine optimisation strategies. However, if there is a noticeable weight of search traffic for a number of keywords from those using mobile devices, it would be logical that you consider including relevant content that focuses on them.

Content is only as useful as the ability to locate it
At MymCart we’ve purposely created a mobile website template used to be clean, simple and without any undue complications. You will have standard pages such as News, Videos, Services, Locations and People which can be turned on and off as you wish, however you can also change the menu labels to make them more relevant to your target audience.

Another feature that we have built in to allow you to manage your content and enhance the usability of your mobile website is to add new content pages that can be designed using a WYSIWYG editor. For customers that know only a little or no HTML code they will have the ability to design your content pages so that they can be easily consumed by your customers.

Show the important information at the top of the navigation menu
The main navigation menu and all menus within your mobile website can be re-ordered. Make sure you use this feature to ensure that the most important information is displayed higher up the page and, in turn, will make it more visible to users.

Content isn’t just text
One advantage of designing websites for mobile devices is that you have the opportunity to make use of much more accurate location data than desktop devices (which often try to use your ip address to locate). Virtually all smartphones, however, have GPS which websites can utilise to locate the user and then navigate them to your office or store.

Given the availability of this additional tool it makes sense to view your geographic location as “content” and display a map and navigation options prominently on your mobile website.

How will you keep your mobile website up-to-date?
The reason for getting a mobile website should be the same as keeping it up-to-date. If 20% of your traffic are mobile-users then it is wise to reflect any changes in your organisation or products or services in your mobile website. Thankfully with a MymCart mobile website having it as an asset that is managed by the marketing department, rather than the desktop website which are generally managed by the technical department, this will help with keeping it relevant.

Improve the content based on relevant information
When your mobile website has been operational for a couple for a few weeks or so, and if you’ve included the Google analytics tracking code, and your sniffer code, you would have additional information about how your mobile users are actually using your new website. If you can take any actionable information from this, then it’s certainly wise to do so.

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