1st December 2017
Mobile First Design for B2B Websites
The Shift in Mobile-First Design for B2B Websites
Desktops were at the top of devices used to surf the web until not long ago. Today, it’s mobile devices, particularly smartphones. For a business or any other website for that matter, this means that a significant change would have to take place in order to make sure that you won’t get penalised by search engines. In the following, we’ll talk about why that would happen and what you need to do to avoid it.
A Mobile-First Approach
Popular search engines like Google have already stated that 2017 will be the first year in which their search algorithms would rank sites based on their mobile versions. To webmasters, this meant that they would have to update their mobile versions to match their desktop versions in order to ensure that their websites won’t be demoted in search results.
Best Practices: Mobile-Minded
While it’s true that even B2B websites should now be mobile-oriented, it’s important to mark a difference between mobile-first and mobile-minded. Remember that mobile versions of websites rely generally on responsive web design and if your website is built on that, it’s probably already mobile-friendly enough as not to get affected by the upcoming changes in search engine rankings.
There are two main things, however, that you should be keeping an eye out for when it comes to your mobile website version: navigation and calls to action. Navigation is key when it comes to smaller screens and people browsing on the go. Nobody like tapping something by mistake and being dragged around a website over and over again without getting to where they want to be as fast as possible. And there’s a thin line you have to balance on here, because easier navigation should not consist solely on sacrificing content just so that users can get around quicker.
The second aspect, calls to action, is maybe even more important. While a successful responsive web design implementation would ensure that this isn’t an issue, it does pop up pretty often still in the case of B2B websites. And that’s CTAs (calls to action) buttons being too small to tap or hidden from plain view on mobile versions of websites.
The more options you give your users, the more chances of landing a sale.
Make sure all your CTAs are large enough, and try and place them at the top of webpages so that users will notice them right away and can return to them easily if they so choose to. You can even step this one up by placing a phone number the user can call on your CTA in case they need more info or just find it easier to place their orders over the phone.
So don’t go overboard with turning your whole website into a mobile-friendly version exclusively. Not yet, at least. But keep in mind the two best practices from a mobile-minded perspective we presented above in order to ensure your B2B website’s success in 2017.