What if I shared with you that seven out of 10 prospects and customers in your field can’t find your company? You’d be very agitated by that, wouldn’t you?
Now, suppose I told to you that 75% of the phone calls your prospects and customers want to make to your company are not getting through? Would I be able to see the veins in your neck as you raise your voice to declare that such a thing would be impossible?
Well, over the last year or two, taking care of small business audiences around the country, I’ve asked this simple question: “How many of you have a site that adjusts to the small screen – a mobile website?” I’m sorry to report that the number of guests who raised their hands – across several industries – was in the immense minority.
To show how unfortunate this reply is, let’s check out the research: During 2018, more than 200 million Americans will definitely use a smartphone. And that number is expected to continue to grow in the coming years.
So what are almost all these people – most likely, including you – doing on the tiny displays of these magic wands we carry in the palms of our hands? Besides making calls, texting and sending emails, they are:
You may be stating, “Well, duh!” Everybody knows that.” But your outcry doesn’t rate unless you would’ve raised your hand when I inquired about who has a mobile site.
And I can hear you further objecting that prospects can do all three of those things on your regular website. But, again, no points. People don’t like to do either one of those three actions on your regular website while viewing the small screen of their smartphone. And they don’t need to because there are numerous rivals – from Amazon to Amy’s Boutique – whose mobile site fits the small screen while providing a one-touch payment option.
If you don’t have a mobile site (not a mobile app, which you might never need) the news worsens: When a famished person utters these word into a smartphone, “street tacos in South San Antonio,” search engines know what sort of device the request is from, and move non-mobile-ready sites way down the search results. He or she wants a hot phone number, big directions on a small screen, and one-touch pay.
It’s been 25 years since you and I first had connectivity to the world wide web, and a 10 years since we’ve had smartphones. In the Age of the Customer, where being appropriate to customers is surpassing being competitive, a big part of relevance is being fully accessible and high-functioning when a customer or customer would like to connect with you based on their desires. And every day, that expectation is increasingly manifesting in the palm of a hand.
Lastly, if you don’t have a mobile website, I have good news: You can get one in a handful of days for a few hundred dollars. You must be ready for mobile prime-time. Your potential customers and customers expect it.