It’s no secret that having a mobile website is an important part of doing business today. Mobile users are a) growing and b) demanding more from the mobile websites they search from their handheld devices.
But studies show that more than 90% of businesses do not have a mobile friendly website. If  your website is NOT mobile friendly, you are leaving a lot of money on the table as mobile users who search are often searching for things they want to buy (i.e. a meal at your restaurant, a gadget at your store, etc). Because mobile users are very busy and will not tolerate any site that they can’t view on their mobile device, they will quickly pass up a mobile unfriendly site for one they can read and navigate.
But should you pay for a mobile friendly website or use a free service to generate one? This post explores both options.
App or User Friendly Mobile Website?
This is the first question businesses need to ask themselves because there are two directions you can go when considering a mobile website: you can have an app developed for your specific site or you can develop a mobile friendly version of your site that can be found through a browser search.
The latest research shows that when it comes to using mobile devices, users prefer search to apps. This is not to say that you should disregard the app option. Apps can play a role in a business’s overall digital strategy. Ideally, your business needs to have both.
It does suggest, however, that starting with a mobile friendly version of your current business site is a better way to go.
Should You Pay for Your Mobile Website?
Any time a business can save money is a good day for that business. Thus, the temptation to go with a free mobile website can be mighty fierce when cash flow is restricted.
There are some free options out there for businesses looking to go mobile. For example, BING Business Portal offers businesses that list in their directory the option to get a free mobile website. BING takes the data you enter into their directory and then creates a free mobile friendly site for your business.
At first glance, this looks pretty great. BING even gives users the option of customizing the look with colors schemes.
However, the trade off for using this free service is BING and Microsoft (who owns BING) now promote themselves on your mobile website. Here are two screenshots of what my business’s mobile website would look like using this free service. Notice how BING shows up above the header and also puts a disclaimer in the footer area with a reference to Microsoft:
I don’t know about you, but having another company piggyback on my site free of charge does not interest me. One of the cornerstones of business is branding, and if you have BING and Microsoft showing up on your mobile website, you are undermining your brand.
Getting a Mobile Website Is Not as Expensive as You Might Think
Again, FREE is a very good price. It’s hard to argue with FREE. But…as you can see, there are always trade offs with free services like the one BING offers. If you truly don’t care whether another business gets free airplay on your mobile website, then the free option is definitely the way to go.
But I argue that it is not worth having your brand compromised with another company’s name, considering that to get a mobile website is not that expensive.
Some website design plans have mobile friendly site options built into them. You need to talk to your web developer or explore the theme your site is built on. Many website templates, however, do not have a mobile option. If yours is one that falls into this category, you will need to find someone who has the skillset required to build your mobile website.
Prices for this kind of service will vary depending on where you live and what is involved in getting your website mobile optimized. What you should get for this service is a customized, user friendly mobile website that features the most relevant information searchers expect to find when they navigate for information on their hand held devices. As with any technical service, be sure to check the developer’s credentials and references.
It’s an exciting time for businesses who embrace the rapidly expanding mobile market. Explore your options for getting your current website optimized for Smartphones and the like, and then invest in a mobile website!
