What the hell is mobile optimised content? Well, in 2016, Google announced that mobile had finally overtaken desktop with over 51% of searches performed on tablets and smartphones.
What does that mean for your website? Simply: that it needs an overhaul to ensure you aren’t unwittingly deterring potential customers.
Picture the scene
You’ve spent hours fine-tuning your web copy. You’ve enlisted the help of copywriters and web designers. You’ve plumbed money into a full SEO and PPC campaign.
But all of a sudden, your visitor numbers are dropping off and you’re failing to register on the first page of a Google search for your top keyword.
What’s happened? Many business owners are asking themselves the same thing.
Google recently launched their mobile-first indexing, prioritising those websites which in turn prioritise their mobile customers. To ensure you don’t lose out to your competition, it’s vital you learn how to optimise your copy for mobile.
Here’s how to get mobile-optimised content:
1. Ensure your web design is responsive
That means it has both a desktop and a mobile version. This might be a matter for your web designer, but if you use WordPress, there are plenty of themes that embrace this.
2. Use short sentences and paragraphs
Imagine browsing a website on your smartphone and seeing a full screen of text. Are you going to read it? Unlikely.
White space is key so break up longer paragraphs into smaller chunks: 2-3 sentences, 26 words per sentence. It wouldn’t hurt to familiarise yourself with your Flesch readability score either.
3. Encourage scrolling
Mobile users have a tendency to scroll more, so long-form copy works to your advantage – but only if it’s of value.
Use this opportunity to give customers insight, advice, facts and sell the benefits of your service, breaking it up with good-quality images. You also have more chance to use a variety of keywords.
4. Have a purpose…and sell it
Just because you can get away with more copy, don’t lose sight of your mission: to sell. The benefits – as always – should be right up at the top.
However, you can spread calls to action throughout your content, so that readers can move on when they feel sufficiently persuaded.
5. Speed up your loading time
Any longer than 3 seconds to load and a customer loses interest, clicking away. Your bounce rate might increase but not your conversions.
You can improve your loading time by decluttering and keeping image and graphics sizes low yet still good quality.
6. Feature videos
43% of consumers want to see more video content online. Since Google owns YouTube, featuring videos is crucial to score highly.
You don’t necessarily need to produce these yourself, even sharing video content from YouTube will help.
7. Format, format, format
Bullet points, indents, lists, colours that emphasise key sections, bold, subheadings – all help to sustain interest.
8. Clean up your links
Google will penalise you for spam or broken links so ensure they’re all in good working order and include a mix of internal and external reputable pages.
9. Ensure your copy is polished
Writing concise content that speaks directly to your demographic telling them what they want to know is crucial. Otherwise, despite your best efforts, you’ll lose them before they click ‘buy’.
Long-form copy is a bonus of easy scrolling, but since mobile users bounce in a third of the time a desktop user does, your content must be spot on.
It’s also vital your mobile copy is proofed and error-free as mistakes will stand out a mile on a small screen.
Get mobile-optimised copy
Producing mobile optimised copy can be time-consuming. Where is the fold, do you have strong calls to action, is your content scannable?
Ready to get snag those mobile customers? Contact me today to discuss your mobile optimised copy needs.