So, we get that you’re probably sick of hearing how important it is to make your website and marketing extra mobile-friendly, but it’s super important so we’re going to talk about it a little bit more…sorry!
With Google changing algorithms here, there and everywhere – the trend we’re seeing is that mobile-friendly sites are favoured by algorithms, so it’s crucial that you optimise your site. You only need to look outside at all the people walking down the street, glued to their smartphones to see that it’s kind of a big deal.
One way to make your site more mobile-friendly is to write snappier copy. It’s easy to craft your copy in a way that favours a user’s experience and makes their customer journey easier on a mobile.
Get into the mindset of a mobile user
It’s important to think about the context in which people are visiting your mobile site. It’s fair to say that lots of people will be using their smartphone on the move when viewing your website and may want instant information or an instant purchase.
Desktop/tablet usage gives you more of an opportunity to present larger swathes of information, as people have more time and space to take a considered look at your brand.
With this in mind – writing copy for mobile means presenting your brand with short, sharp and concise text, so what you’re offering is crystal clear from the get go. This means using direct, actionable copy, with lots of CTAs, so you can move people through a customer journey and boost conversion.
Combine strong tone of voice and clarity
Because you’re not going to have lots of space and time to write reams of beautiful copy, you need to make the most of what you’ve got.
Combining a strong, engaging tone of voice with clear, concise copy is a winning formula. If your copy is purely concise but boring as hell then you’ll have a hard time getting people to move along in the customer journey.
Work on an appropriate but arresting tone of voice and make it short but sweet.
Scrolling is a different story on mobile
When people read on desktop, they usually focus on the top-left hand side of a screen, so placing strong messaging there is a sure thing in most cases. Sometimes customers barely scroll ‘below the fold’, so it’s a bit useless having lots of text here.
Well, with mobile, it’s quite different. Users are a lot more “scrollhappy” and they take more of the screen into account. This in part is down to mobile screens being smaller and easier to scroll down, so customers can take in more of the screen.
That being said, it’s still important to pack important messages and copy at the top of a mobile screen and to make CTAs central too. However, it is worth experimenting with how far people scroll on your site – which is where those handy heat maps come in.
Customers might have different incentives when using a mobile to search for products, so trying to understand the context of their search is important when writing your copy. Make sure your writing is engaging and concise so that CTAs are easy-as-pie to find so people can access what they’re looking for every time.