But while some have got to the table early, others are taking a little longer. A recent report from the Internet Advertising Bureau (IAB) found just 37% of the UK’s top 100 brands have a mobile-optimised website.

The benefits of being mobile

And those brands are reaping the benefits too. The IAB study study showed mobile consumers looked at 33% more pages when visiting a brand’s mobile optimised site rather than a desktop one.

They also stayed longer, with an average dwell time of 5 minutes – 2 minutes longer than when viewing desktop sites.

And with more than 23 million people in the UK now using their mobiles to go online, you can be sure those remaining 63 brands will soon be joining the table.

Optimise your existing content

But going mobile can take time. Everything from the strategy to the design and the copy all need to be carefully planned.

In the meantime, here are a few quick fixes to make your existing content more mobile-friendly:

  1. Cut your sentences in half – a sentence which takes up 2 lines on your computer screen could take up an entire mobile screen. It’s daunting to look at a whole screen of text and could send your users running for the hills.
  2. Break your copy up into sections – if you do need to include more information than just a few lines, you can use subheadings or concertinas to help users find what they need.
  3. Put your calls to action higher up – if you want your readers to ‘find out more’, ‘buy now’ or ‘sign up’ ask them higher up. They’re more likely to see it there than if they have to scroll all the way to the bottom.
  4. Use click-to-call links – if you’re listing a phone number on your mobile site, make sure it’s clickable. It will save your users from having to write it down or fiddle with copying and pasting.
  5. Make forms and checkout painless – buying on a mobile is unfamiliar territory, so use copy to reassure your customers and make the process as simple as you can.