With a surge in mobile use, and an increase in distracted users that are strapped for time, adapting your content to fit into the on-the-go lifestyle is becoming more and more prevalent.
Firstly think about what people want to do on the move, and why they would be using a mobile device. Are they task focused? For example checking an address, making a booking or finding a phone number. Are they killing time? For example are they on a long train journey or waiting for a friend. Your content and navigation is of paramount importance in providing the user with a smooth journey through your site.
Write for the hyper distracted user
Small screens, multiple apps and functions, dual screening, and a busy on-the-go context of use all conspire to make mobile web the most challenging platform to write for. So to get your message across, you need to write in succinct, plain language. Make sure your copy is tightly focused on user benefits.
Tapping and scrolling, not pointing and clicking
Adapting your call to action ‘click here’ is important on a mobile site. Your user isn’t clicking a mouse, he or she is tapping a screen so it’s essential to change links to ‘read more’ or ‘see more of product A’.
Make your link text easy to tap
Mobile screens are smaller than desktops, and touchscreen responsiveness can’t always be the most reliable. Making sure that link text is long enough to provide a good-sized target to tap on can be really helpful.
Make your copy useful
Mobile visitors are often looking for 'on the go' information, which is one of the main things to consider when thinking about your content. Make sure information like 'Where to find us' 'Phone number' and 'Product reviews' (if you have them) are easy to find on entering the mobile site.