At the beginning of 2016 it is an unfortunate fact that too many businesses have websites that are not “mobile friendly”.

These websites are designed to fit on a large screen and the people that own or manage the business judge their efficacy on the way that they look on this scale.

The problem with this approach is that whilst large screens are still often used by people for “serious” work, an increasing proportion of the workforce works in various locations and this means that they are more likely to use more mobile devices.

According to the Ericsson Mobility Report, smartphones increased from 2.2 billion in 2014 to 3.4 billion in 2015 and is looking set to almost double in the next 5 years.

In addition, a survey by Salesforce revealed that the majority of the workforce spends more than 3 hours a day on a mobile device (with 18-24 year olds spending more than 5 hours a day). In addition the majority of people with a tablet computer use it for 3 hours a day.

The implications of this are simple. If your business does not design its website around mobile devices, then it is missing significant marketing and sales opportunities. The simple fact is that people visiting a website are accustomed to sites that are convenient and intuitive for them to get information. If it is not, then they make a decision to leave the site in 8 seconds or less.

The best way to overcome this problem is to consider the strategy for your website in 2 stages:

  1. Create a website that is ideally suited for mobile devices as a matter of priority.
  2. Adapt the mobile site to look even better on a bigger screen.

Another thing that your business should do is to use Google Analytics to see what devices are used to look at your website. This should tell you precisely what percentage of your website views are on mobile devices rather than desktop computers, which will help you to get the right strategy.