74% of Small Business Websites are Not Mobile Friendly. This spells Opportunity for Your Business


Editor’s Note: This is the first of a two part article on small business mobile Websites. You can read the second article at 6 Rules for Creating a Small Business Mobile Website..

40% of consumers switched to a competitor’s small business mobile Website after a bad online experience.

40% of consumers switched to a competitor’s small business mobile Website after a bad online experience.

Forward thinking small businesses are being presented with the opportunity of a lifetime.

If you have not started your small business mobile website strategy, you need to begin now. The explosion of internet-connected smartphones is dramatically altering the way customers search for and find products and services. You can’t turnaround today without bumping into someone who’s checking out something on their small screen.

The research firm commScore has the data to prove it. The firm reported earlier this year that more than half of U.S. mobile phone users (54%) – nearly 126 million people – are accessing the internet via their smartphone.

That’s quite an impressive number, but what’s really got small businesses excited is that nearly all of those users (96%) have researched purchases on their phones. According to Google, smartphones have become our primary shopping companions. In fact, in less than two years, smartphones will overtake PCs as the most common way people use the internet.

But don’t lose heart if you aren’t yet prepared for this seismic shift. There’s still time. A recent study indicated that only 26% of businesses have a mobile website. That means that 74% of small businesses have a website that is “unfriendly” or can’t be found by smartphones. If you act fast, you can still get the upper hand on the competition.

Poorly Designed Mobile Websites Just Won’t Cut It

Smartphone users are fickle and poorly designed and developed mobile website just don’t cut it. Google reports that 40% of mobile consumers have switched to a competitor’s site after a bad mobile website experience. If mobile surfers don’t find what they want quickly, they move on. This is really bad for business, especially when it’s already a challenge to capture consumers’ attention. You only get one chance to make a first impression. That’s especially true when there are so many new alternatives springing up on the internet every day. If you make a bad impression you’ve probably lost that prospect for the foreseeable future.

But, on the other hand, if you’re willing to offer a site that makes a good impression on smartphone users, this could really help your business. This means a mobile-friendly site spells O P P O R T U N I T Y for small business owner. Why? Because it’s a very cost effective investment that could open the door to many new customers that never even considered your offerings before.

If you’re not already asking yourself, “do my customers use smartphones?” You should be. Google Analytics can help you figure out if smartphone users are trying to access your site now. Even if you think the answer is no, you should still start planning to make the move to a mobile website for your small business.

Are smartphones impacting the way you do business?


About the Author:

Jennifer Kamerman is the Interactive Marketing Manager at MESH. In her role at MESH, Jennifer has driven marketing strategies and projects for small privately-owned businesses, as well as $80 billion international conglomerates. She is known for her strong work ethic, project management skills and a passion for social media engagement strategies. Any day of the week, you can hear her enthusiastically discussing lead generation campaigns, thin mint Girl Scout cookies, SEO, stiletto heels, pink (the color, not the singer) or one of our next BIG IDEAs for a client. Her trusty pink notebook plays an important role in tracking all marketing campaign details including scheduling, scoping, budgeting and resourcing.