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June 26, 2013

How Do You Make Your Web Content Mobile-Friendly?

If you picture members of your target audience casually sitting at their desks, ingesting every word of content that you’ve written, you’re wrong.

These days, you’ve got to keep mobile members of your audience at the forefront of your mind.  After all, every single day, there are one million more mobile devices activated than there are babies born. (At that rate, there’s no wonder why the number of mobile devices is expected to surpass the world’s population by 2015.)

If you’ve decided to take Google’s advice and go with a responsive website (a design that displays everything perfectly on both desktop and mobile devices) or if you’ve decided to create a mobile-only version of your website, you’ve got to write your content with mobile readers in mind.  Even if you don’t have a Web design that was created specifically for mobile visitors, you’ve at least got to account for them when you’re writing your Web content. There are simply too many of them to ignore.

Plus, common sense tells you that mobile searchers love to spend money.  (Heck, you’re probably one of them. How many times have you searched for a place to eat lunch while you were out running errands?)  Luckily, we’ve got actual facts to back up that common sense theory.  In fact, a study done by the Mobile Marketing Association and IHS Global Insight found that companies will make, on average, $20 for every $1 spent on mobile marketing in 2013.

So, how do you make your Web content mobile-friendly?

1.  Get to the point

As much as people love their mobile devices, their eyes don’t love those smaller screens. The longer your content is, the more mobile users will have to scroll and scroll to see all of it — and keep their eyes focused on teeny-tiny print.  The more you make them scroll (and strain), the smaller your odds of them actually reaching the end.

Plus, mobile searchers are on the go.  They may not have an hour to read your wordy article, so keep things as concise as possible. Envision members of your target audience reading your content while they’re waiting in line at the grocery store, having a cup of coffee, or riding the subway to work.  This makes the inverted pyramid style of writing even more important (you know, where you list the big points first and go from there).  It allows your mobile visitors to see the really big stuff before the cashier asks for their debit card, or before they reach their train stop.

(As an added benefit, “traditional” desktop readers will also appreciate your no-holds-barred approach to content writing. After all, time is money, no matter what device you’re on.)


2.  Keep it simple

Mobile readers are much more likely to get interrupted than someone who’s staring intently at a computer screen. So, those long flowery sentences and giant paragraphs are just begging your reader to lose his train of thought every time his waitress asks if there’s anything else he needs.

3.  Use lists

Traditional Web readers love lists, but mobile readers are especially fond of them.  With them, people can get the gist of your content before they commit themselves to sitting down and reading the entire thing.  A good list will provide enough of an “introduction” to entice readers to lap up every single word.

(Just remember — not every topic will lend itself to being turned into a list.  Your readers would much rather not see a list, than see one that’s completely awkward and out of place.)

4.  Make your advice immediate

In most cases, people pull out their mobile devices when they need an instant answer or solution (even more so than “traditional” searchers who tend to be incredibly impatient).  So, if your Web content dances around the subject — instead of telling people what to do right now — your readers are going to give up on you and look for someone who can really help them.

Yes, there are also certain technical aspects you’ve got to keep in mind when you decide to go mobile.  However, they’re of no use to you if the content itself is a yawn.

Nicole Beckett specializes in content writing services that are designed to help her clients dominate the competition on any device!  Find out what she can do for you by logging onto