Consultant Wendy Montes de Oca says websites designed for display on mobile devices should be fast and user friendly.
Being fast, according to de Oca, means having a site that loads in around 5 seconds or less. Being user-friendly means having large buttons, easy search capabilities, and limited scrolling.
Consider having responsive templates that adjust accordingly based on the user’s device, albeit template, desktop, or mobile phone. Offer ready access to company information such as easy-to-find business directions, contact numbers, product and purchasing information.
Even better: add a click-to-call access button to contact a customer service rep to take an order via the phone as well as an option for users to visit a non-mobile site.
Source: Precision Marketing eNewsletter, 12/11/12.