To maximize inbound leads, updating your HubSpot website to be mobile-friendly is no longer just nice to have - It's a website redesign mandate. Here are three key features to focus on:
- SEO: Mobile website design is a must in order to maximize organic visits. Google is watching and punishing websites that don't provide a good user experience on mobile devices.
- Customer satisfaction on mobile: The immediate information needed at the touch of a button needs to be planned and delivered.
- Lead Conversion: Mobile landing pages and responsive coding are now a requirement for lead generation.
1. SEO: Mobile-Friendly pages get Google search rewards.
Anywhere a visitor first hits your HubSpot website is considered a landing page (not just your gated eBooks and/or other offers). Typical "welcome mat" landing pages for businesses are the home page, certain site pages like your optimized solution content and all blog pages.
A font that's too small or a page layout that doesn't adapt to the screen size isn't a design issue - it's a usability issue. Google has even released a tool to test for mobile friendliness.
Even for reputable & authoritative content sites, Google is actively penalizing search rankings when there is not a good mobile experience.
Here's an example of a terrific Wordpress website that has deep links and amazingly helpful SEO-optimized content, but hasn't yet made the update for mobile and, thus, isnot mobile-friendly.In this case, the visitor is trying to read the content that brought them to the website from a Tweet or Facebook share they clicked on from their mobile phone. But once they arrive to the page, the visitor now has to try to manually zoom the touch and then zigzag back and forth to read the content.
If it hasn't happened already, percentages of your organic visitor traffic will start disappearing if your pages aren't mobile friendly. Further, mobile visitors who do land on your pages from social shares are likely going to bounce off the page quickly.
Updating your HubSpot website to be fully mobile responsive should be a critical part of your ongoing plans to improve the quantity and quality of organic visitors to your website and blog pages.
Note: If you aren't seeing a lot of mobile traffic on your site and you think that this might not be an issue, maybe it already is. (And that's why you don't see the traffic.)
2. Customer Satisfaction: Plan for the Mobile Use Case
A HubSpot website connects your marketing objectives with your visitors. Your strategy needs to be executed with mobile in mind - and in its code.
Below is the website for a great orthodontist in Austin, Texas (and who is also fixing my kids teeth so I threw him a solid backlink). We were talking about his website so I pulled it up on my phone. I was impressed with how mobile-friendly and useful the website is for visitors.
The website offers one of the most overlooked elements on a mobile-first home page - a top of the page, click-to-call phone number. This maps to the number one use case for his customers (and also helps his local search and mobile location on Google Maps).
Keeping customers happy is important to every business, and this website nails it.
3. Inbound Lead Conversion: Mobilize Your Calls-To-Action (CTAs)
Getting prospects to your website is step one. Getting them to take action is job one.
If your home page is your number one mobile landing page, the HubSpot marketing conversion path, content offer, CTAs and workflows need to be planned for the buyer journey and be mobile-specific.
- Your content has to be engaging and set up for mobile use and interaction.
- Your marketing success requires mobile-friendly calls-to-actions (CTAs) planned for interaction on a mobile device.
- Your CTA buttons needs to be big enough for fingers and needs to map to your critical lead generation objectives and funnel stages.
Granite Ridge Estate is a rustic destination wedding venue located in rural Maine. Set on 126 gorgeous acres, it is a beautfiul remote venue.
In order to fill bookings for the 2015 seasons, the proprietors carefully applied their HubSpot website strategy to engage with potential customers, showcase the venue and invite further discovery - all flawlessly designed & executed for mobile.
The first element that welcomes visitors says it all: a happy wedding couple, a beautiful location and a clear mobile CTA to play the video and learn more.
As the visitor scrolls down and arrives at the bottom of the page, there are 2 important calls-to-action to acquire and engage with prospects.
These are both designed for mobile and mapped to the bride-to-be's wedding venue research journey.
The Results? With the re-designed and mobile-friendly plan, site traffic tripled and the resort was 70% booked in just 3 months.
A mobile-friendly website takes into account usability issues inherent in a small screen size and how users interact with the screen, turning each page into a mobile landing page. More importantly, it creates a great user experience that will get visitors to engage with you. That means more leads, more opportunities and more sales.
P.S. Here's another mobile-friendly example:
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