No matter your business, your market, or your demographic, mobile is here to stay. 96% of people have a mobile phone in the U.S. In the United States and many other countries, there are already more searches on mobile then desktop. And they’re not just browsing.  They’re looking to make a purchase or a place to eat or have begun searching for a car to buy.

These number are only going to increase, millennials are already using mobile in ways the older generation are just catching onto. The projected numbers are simply staggering, but given its amazing growth already, now seem feasible.

Look at your analytics and you’re likely to see a significant spike over the last few months. Many of these are resulting in conversions. 73% of mobile searches trigger follow up actions, like a purchase or call. Nor should you think that if you don’t have a lot of conversions from mobile that it’s not worth the investment. 90% of consumers start on one device, but finish on another. This means they could start searching for a vacation destination on the mobile phone, while traveling on the subway, then make a reservation later at home on their desktop.

Why You Need A Mobile Friendly Site

If you don’t already have a mobile friendly site, get one.  I know that’ easier said than done, given the cost involved. Yet, the sooner you get it done the better off you are. At some point you’ll simply have no choice and by then you’ll have missed a lot of opportunities.

Here are some stats from Google

• 67% of consumers are more likely to convert on a mobile optimized site

• 52% of consumers say they are less likely to engage with a company is not mobile optimized

• 61% of consumers will move to another site if they can’t find what they want quickly.

• People check their mobile phones about 150 times a day.

Getting a mobile site that converts

Now that you’ve decided to go with either a mobile site or a responsive design, here are some things to consider:

Help your customers find your business easily. My youngest son was at a friend’s house and instead of giving me the address he sent me a link to his location. I could open it on my phone and get immediate directions.  Integrate Google Maps into your site, so they can click it and get directions to your location

Keep your form simple. I know it’s great to have as much information as possible from prospects, but even on desktop people don’t like long forms. On mobile people may love to text, but they don’t want to fill out long forms. Keep the form to just the most important information to get a better response.

Keep the text to a minimum. Even if your site is mobile friendly, it doesn’t mean every page works on mobile. If you have a lot of text it might turn searchers off. Don’t get too extreme, because people still are looking for information. But even on desktop people respond to pages that highlight important information or is contained in bullet points.

Menu should be horizontal. Studies show that people prefer them this way as they are easier to navigate. They’re working with their thumb, not a small cursor.

Make the phone number clickable. They’re not going to go back and forth from your site to their number pad to type in your number. Have it so that they can call directly from your site. Even if you don’t have a mobile friendly site, this is something you should do.

Marketing on Google AdWords

There is a distinct advantage to advertising on Google AdWords even if your site shows up well in the rankings. Ads show in the top 2 spots and often people aren’t going to scroll down a lot to find answers. They’ll either go with one of the top choices or redo their search.

Here are some things to take advantage of the full potential of Google AdWords.

Use extensions including sitelinks. There are a number of extensions you can add to an ad and sitelinks is one of the ways to make your ad stand out more. According to Google, campaigns with Sitelinks see an average 30% increase in clickthrough rates. Only two get to show, so make sure the ones that do will most likely appeal to mobile users.

Use click to call with a Google forwarding number. This is part of the click to call feature and allows you to know when an ad resulted in a conversion.

Include the location extension on the ad. When your ad is displayed they can see how close they are to your business.  They can click on it to trigger Google maps which will give directions and time to location.

Keep ads short and simple. Even though you can type in the same amount of text when creating the ad, it doesn’t mean that is how it shows up on mobile. Often it might only be the first line of text that appears so give this the most attention. And think about what you want them to do. If it’s to call, then include this call to action in your text.

With mobile you can now capture prospects no matter where they are. A newspaper might be tossed aside, a billboard is now in their rearview mirror and their junk mail is in the recycling bin. Their cell phone is always with them. It’s estimated that people look at their cell phone 150 times a day. So if you want to reach them, then market to them, even if it means bringing in an agency to help