BUILDING

A MOBILE
FRIENDLY
WEBSITE

HOW-TO GUIDE
 Building a Mobile Friendly Website
HOW-TO GUIDE

A mobile friendly website will make your business more accessible to customers and prospects.
This guide will outline why you need a mobile friendly website and how to implement one for your
business. Read this brief guide and follow the action plan to get started.

Why is this Important?

Mobile friendly websites, also known as responsive websites, represent a new movement in web
design and refers to the ease in which a user is able to access a website using a portable device
such as a smart phone or tablet. Examples of optimization for portable devices include designs
that are developed to ensure minimal scrolling, quick to load graphics, and clear navigation.
The idea is simple: Mobile friendly designs ensure that your company’s website can be viewed as
easily as possible whether a customer is accessing the site via a laptop, tablet, or smart phone.

According to a recent Google survey, 72% of mobile users said web accessibility on a mobile
phone was important to them. However, only 26% of small businesses currently have a mobile
friendly website. As more people turn to portable devices in their daily lives, the importance of
hosting a website that can be accessed on one of these devices increases dramatically.

What is a Mobile Friendly Website?

Mobile friendly websites refer to the ease in which a user is able to access a website using a
portable device such as a smartphone or tablet. These optimized sites use a minimalist design in
order to guide the customer to the appropriate information without distracting them with features
that may not be optimal for a smaller screen, and that can eat up data and slow performance.

An example of how a website may be viewed on various Internet devices:

2 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Building a Mobile
Friendly Website
HOW-TO GUIDE

In today’s market, 24/7 internet accessibility is more important than ever before, and this access
regularly occurs through mobile devices. Potential customers researching your business may not
give you a second chance if their first impression of your mobile site does not meet expectations.
In fact, 46% of consumers surveyed in a recent Gomez survey suggested that they would be
unlikely to return to a mobile site if it did not work properly during their last visit. Your business
only has a few seconds to grab the attention of a prospect, and if it is loading slowly because of
large graphics, too many tables, and/or videos that will not play, it is likely a prospect will move on.

Mobile Friendly Website Benefits

Expanded access to customers for your business - When your company creates a mobile friendly
website, it can reach more people than ever before because there are users who prefer to access
the Internet from mobile devices.

Increased brand recognition and customer appreciation - More than just increasing your customer
base and profit margin, you also increase the appreciation consumers have for your business.

Matching customer expectations - In todays’ market, consumers expect results, and they expect
them fast. This is why you are not only potentially losing new customers by not having a mobile
website, but you are also risking losing current customers who are unable to access your web content
on the go. Being accessible to your customers should be your #1 priority as a business.

Now that you understand what a mobile friendly website is and why it is important to your busi-
ness, follow these simple steps below to get started in creating a new and mobile friendly website
for your business.

We also recommend you take our Mobile Marketing Maturity Assessment to assess
your preparedness for a mobile marketing initiative.

3 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Action Plan
STEP 1 - Display Important Information at Top

1 Display Important
Information at Top Help Your Customer
Contact You with Top Ease

Remove Any
The main page of your
2 Flash-Based
mobile site should include
Videos
your business name, contact
information, address, and a
description of your business.
Make Information
3 Easy to Read Remove “Contact Us” buttons
that bring visitors to other
page or to an information
request form.
Remove Excess
4 Information
MOBILE MARKETING PLAN
Playbook & Toolkit

Include Mobile
5 Friendly Buttons
Follow this simple step-by-step playbook to implement a Mobile Marketing plan that engages
the increasing number of mobile users who are interacting with your brand.

Mobile Marketing Playbook

Limit The Use
6 Of Tables And
VIEW RESOURCE
Scrolling

Increase Your
7 Speed

4 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Action Plan
STEP 2 - Remove Any Flash-Based Videos

Display Important
1 Information at Top
Enough Flash Already

Many mobile devices do not

Remove Any support Flash, and because of

2 Flash-Based
Videos
this, you should remove Flash
from your mobile website and
your main desktop website. Flash
videos require large amounts
Make Information of bandwidth and eat into your
3 Easy to Read customers’ data plans when
accessed from mobile devices.

Your customers will not want

to visit your website on their
Remove Excess
4 Information mobile phones if they know it
is going to cost them money.
Flash videos, because of
their large file size, slow the
Include Mobile downloading process which
5 Friendly Buttons can potentially discourage your
customers from using your site.

Limit The Use VIDEO MARKETING PLAN

6 Of Tables And
Playbook & Toolkit

Scrolling

Follow this simple step-by-step guide to create an effective

video marketing plan and produce engaging video content to support your marketing goals.

Increase Your
7 Speed
VIEW RESOURCE

5 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Action Plan
STEP 3 - Make Information Easy to Read

Display Important
1 Information at Top
Easy Readability for
Customer Satisfaction

Remove Any
2 Flash-Based Make information easy to read
on a small screen. No person
Videos
enjoys squinting at a desktop
or mobile device to read
smaller text.

3 Make Information
Easy to Read Remove any small fonts or
fancy lettering and replace
these with bold, clear, and large
fonts that are easy to read.
Remove Excess
4 Information

Include Mobile
5 Friendly Buttons

Limit The Use

6 Of Tables And
Scrolling

Increase Your
7 Speed

6 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Action Plan
STEP 4 - Remove
Narrow Down
Excess
Options
Information

Display Important
1 Information at Top
Quick to Scan and Ready
to Serve

Remove Any
2 Flash-Based Information about contests,
extra videos, and staff
Videos
biographies can be kept for
desktop websites.

Make Information
3 Easy to Read
The purpose of your mobile
site is to provide the basic
information that your customers
will be looking for. This
information should be made
Remove
4 Excess
Information
quick and easy to reach.

Include Mobile
5 Friendly Buttons

Web Content Audit Tool

Limit The Use
6 Of Tables And VIEW RESOURCE
Scrolling

Increase Your
7 Speed

7 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Action Plan
STEP 5 - Include Mobile Friendly Buttons

Display Important
1 Information at Top
Meet Your Customers
Need Right Away

Remove Any
2 Flash-Based Include mobile friendly
buttons. Provide customers
Videos
with a “click to call” button
so they do not have to
copy down your company’s
Make Information
3 Easy to Read
telephone number and can
call directly from your website.

Include links to social media

profiles on your mobile site
Remove Excess
4 Information
so that customers can easily
navigate from your business
page to your social media
pages with the click of a
Include Mobile button. Include an option to

5 Friendly
Buttons
view the non-mobile site.

Sometimes your customers

are just browsing and have
the time to spend navigating
Limit The Use your site. Make sure you
6 Of Tables And provide them with the ability
Scrolling
to view everything your full
desktop page has to offer if
they so desire.
Increase Your
7 Speed

8 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Action Plan
STEP 6 - Limit The Use Of Tables And Scrolling

Display Important
1 Information at Top
Reduce Any Clutter for
Customer Comfort and
Simplicity
Remove Any
2 Flash-Based
Videos Remove extra tables to
eliminate unnecessary
scrolling. Remember to keep
Make Information things simple.
3 Easy to Read

Remove Excess
4 Information

UX Testing Process Template

Include Mobile
5 Friendly Buttons VIEW RESOURCE

Limit The Use

6 Of Tables And
Scrolling

Increase Your
7 Speed

9 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 Action Plan
STEP 7 - Increase Your Speed

Display Important
1 Information at Top
Reduce Your File Sizes
for A Better Customer
Experience
Remove Any
2 Flash-Based
Videos Limit the use of media on your
mobile friendly site. Large
files containing pictures and
Make Information videos will slow the loading
3 Easy to Read time for visitors. Make sure
your loading time is down to
5 seconds or less. Anything
more than that and you risk
Remove Excess losing customers.
4 Information
Remember that the reason
for creating a mobile friendly
website is to ensure that your
Include Mobile customers and prospects
5 Friendly Buttons are able to access your
company’s information quickly
and easily while on the go.

It is important that your mobile

Limit The Use
friendly website is clear and
6 Of Tables And
concise, while maintaining the
Scrolling
branding that your business
has worked so hard to
achieve recognition for.

7 Increase
Your Speed

10 BUILDING A MOBILE FRIENDLY WEBSITE HOW-TO GUIDE

 About ANA

The ANA (Association of National Advertisers) makes a difference for

individuals, brands, and the industry by driving growth, advancing the
interests of marketers and promoting and protecting the well-being of the
marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s membership
includes more than 1,000 companies with 15,000 brands that collectively
spend or support more than $400 billion in marketing and advertising annu-
ally. The membership is comprised of more than 750 client-side marketers
and 300 associate members, which include leading agencies, law firms,
suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities.
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