A couple of years ago, Google announced that the number of mobile searches surpassed desktop searches for the first time ever (Google, 2015). As internet marketers, we can no longer hide from the importance that Google and other search engine algorithms have placed on mobile-friendly websites. Health care is the second leading industry searched for on mobile devices (Hitwise, 2016).
“68% of online searches for health information (were)
initiated on a mobile device.”
Mobile-friendly isn’t just important for search engines; it’s extremely valuable to the user, as well. A non-mobile-friendly website may actually turn potential patients away from your practice. “Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.” (MicKinsey & Company)
5 Considerations for Mobile:
- Responsive Design
This is a method of designing and developing a website where the content will automatically adapt for optimal usability on any device.
- Load time
Users want information quickly and easily. Over half of mobile users will leave a website if it takes longer than three seconds to load. Remember that these users are often operating on mobile data networks.
Consider breaking up large blocks of text into smaller 2-3 sentence paragraphs. Subheads, bullets and numbers are easy for users to skim to find the information they are seeking.
Content should be easy to read and navigate through on mobile devices. The size and spacing of content should be easy to read, so consider highlighting your call-to-actions with an eye-catching color that draws the user’s attention.
Keep in mind the way in which mobile users interact with the site. With a single touch, users should be able to click-to-call or connect to maps. The navigation and call-to-actions should be clear and easy to follow.
The digital space is constantly evolving. It’s important that you give your website and all digital properties ongoing attention. Consideration of these five tips will help your practice dominate your local digital market.
Want to know more? Contact your Marketing Manager to help evaluate your digital presence and offer recommendations.