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53% of American cell phone owners have a Smartphone, and since 88% of all US adults are now cell phone owners, that means nearly half (46%) of all American adults own a Smartphone, according to recent findings by the Pew Internet and American Life Project. Moreover, 90% percent of those smartphone owners say they use the device to check email and surf the web. Therefore, with mobile Internet traffic on the rise, you may be turning away potential customers if you lack a mobile-friendly version of your website.

With numbers like these, developing a mobile-friendly website may seem like a no brainer. However, in this case common sense doesn’t translate into common practice among small business owners. Only 26 percent of small businesses have a mobile website – which can be detrimental, especially for local businesses.

It is pivotal that business owners consider how their website displays on a smartphone or tablet. If content isn’t easy to read or access on a smaller screen, it may cause potential customers to seek your products/services elsewhere.

In addition to making information easy to read on a smaller screen, there are several things you should consider when designing a mobile-friendly website:

  1. Less is more. Keep it simple with a one touch “Call Us/Contact Us” button, along with prominently displayed “Hours of Operation” and “GPS Directions” links. Customers don’t care about you; they want to know how you can benefit them. So it’s important display information a customer may be searching for at the top of your site and in plain text.
  2. Avoid flash players. Flash isn’t ideal for mobile sites due to loading time and small screen resolutions.
  3. Don’t make users download PDF’s and try to avoid making them navigate across several pages. Your mobile-friendly website should be straightforward and easy to quickly use.

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