When your business website and marketing communications are not mobile friendly, there are a few things that can go wrong.

Let’s get the worst case scenario out of the way first.

If your business is not displaying mobile-friendly experiences for your customers, the worst that can happen is that people decide not to do business with you.

That’s the bottom line.

And as a small business owner, your bottom line is a big deal.

Potential customers who find your website through listings like Yelp or TripAdvisor or a general mobile search, are usually in the mindset of buying or contacting your business. It’s important that they can easily purchase something from your mobile site or can find your contact information. These two components play into a mobile-friendly experience that can be extremely powerful when it comes to conversions.

Aside from losing business, there are a few other things that can happen if you’re not mobile friendly that you’ll probably want to avoid.

Say hello to disgruntled customers

The scenario goes something like this…an excited new customer arrives at your mobile website and they’re laser-focused on buying one of your products. They’ve done their research, they’ve combed through your stellar business reviews on Yelp, and they’re ready to click the purchase button.

But…they can’t find that button.

And maybe it’s because that button is actually a link and when they go to click it, their finger presses the link below it, which immediately sends them into a frenzy of frustration. Then, if things can’t get any worse, the visitor can’t find your phone number so that they can call and scream, “Please just let me buy your product!”

Yes, I know, the scene is gruesome. But, it’s a reality many mobile users face. If that customer does eventually find your address, you’ve already started your relationship off on the wrong foot and you’ll most likely not want to let them in your doors.

New customers can’t find you

Not updating your online listings on sites like Yelp and Trip Advisor is the quickest way to simply not exist to the many, many people searching and shopping on their mobile devices.

And not being visible on these sites equates to a missed opportunity seeing that according to new data from Nielsen, 41 percent will purchase from a local business after visiting Yelp.

Also, it shouldn’t come as a surprise either that in a recent survey from SinglePlatform, 85 percent of small businesses said that they believe it is important to be seen on major search sites like Google, Yahoo, TripAdvisor, Yelp, and Yellow Pages.

Existing customers disengage

If your emails and newsletters are not mobile friendly, your existing customers might eventually disengage or even worse, unsubscribe from your mailing list.

Chances are, the majority of your customers are busy and read your communications on-the-go from their mobile devices. If they are excessively squinting, pinching, and scrolling, they will quickly and swiftly send that email to the trash bin. As much as they love your business and your products/services, they just don’t have time to fuss with an annoying email. It also doesn’t help that they are already inundated with ads, commercials, and emails all day long.

Start slow, but get going

Becoming mobile friendly is not something that will happen overnight. Do a little bit at a time to avoid feeling overwhelmed.

Here are a few simple things you can do in the next few months, especially if the summer is your slow season, to get your business moving with the mobile tides.

Make sure your website is mobile friendly

A mobile-friendly website is basically a shorter, more condensed version of your main site. Simply paring down your content into digestible chunks will help greatly. Also, make sure you have a clear “click to call” button on every page. That alone is crucial when it comes to being more mobile friendly.

Update your online listings

Make sure all of your online listings are updated. SinglePlatform helps you manage all of your listings from one place. You should also encourage existing customers to write reviews for you because they are incredibly powerful in the customer buying process. Maybe even think about offering a discount for customers who write a review for you.

Improve emails and newsletters

For starters, keep them short and sweet. That’s the motto for mobile-friendly emails and newsletters. Next, make sure your text font is big enough so that it’s easy to read. I’m not talking about senior-sized font but definitely play around with it and see what looks best.

That’s it! These few adjustments are an excellent start towards becoming mobile friendly and they don’t require that much time or effort at all. All it takes is thinking a little differently about your website and communications. Remember, becoming mobile friendly is a journey not a destination. It will take time.

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