Why our website relaunch had to be mobile-friendly
The Curve Group’s Lyndsey Simpson on why mobile use was at the forefront of the company’s thinking when it redesigned its site
Google has made having a mobile-friendly site a necessity. A update to its algorithm has left many companies playing catch-up to maintain their usual traffic volumes.
You can read our in-depth guide to making a site mobile-friendly here.
One company that has been through the process of redesigning and launching its site is talent management specialists The Curve Group, run by Growing Business Young Gun Lyndsey Simpson (pictured above).
We caught up with Lyndsey to find out a little more about the thinking behind The Curve Group’s site.
How important was making the site mobile-friendly when you looked into it?
Mobile use was at the forefront of our thinking. The way in which we consume information has changed. We spend so much time now viewing information ‘on the move’, that businesses have no choice but to ensure their websites are fully optimised for mobile use.
Making the site mobile-friendly was one of our key aims when building the new site, and every page was built with mobile use firmly in mind. A website that looks brilliant on a PC but doesn’t translate well onto mobile devices is not a useful website. Mobile optimisation can boost website traffic, help to increase the time visitors are spend on your site, and give you the edge over your competition.
How much of your traffic comes from mobile?
On average, 20% of all of our website traffic comes from mobile phones alone. A further 9% also comes through tablet devices. This percentage has grown significantly in recent years.
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What were the key things you wanted to get across in terms of how the customer finds what they want?
We designed our new website in a different way to the way we’ve done it previously, using the theory of The Golden Circle proposed by Simon Sinek. This means you focus on the Why, then the How and then lastly the What, rather than the reverse which is how most other companies (including ourselves previously) present themselves.
This is why we focused on our Quest on our home page: WHY are we in business? What is our ultimate purpose for being and how do we get customers with it? Then we share HOW we are different in what we do, only telling them WHAT we do as the final element of the journey.
Even when we are into the WHAT we do section, we start light and invite them on a journey to find out more detail about what we do through additional click-throughs rather than telling them everything, including the bits they’re not interested in or haven’t asked for.
If somebody buys into your brand and your business first, they are far more likely to buy your products and service offerings in the long run.
Who helped you make your site mobile-friendly?
Our web design agency Howell Penny produced our website and performed all of the mobile testing for us. Ensuring that your website is fully optimised for mobile and fully tested across all of the available platforms is crucial, especially as there is now such a proliferation of subtly different mobile technologies available.
I would always seek professional help with this part of website testing, in order to ensure that all users have the full access to your offering.
How much did this part of it cost?
This level of testing is now a must for every single new website, and therefore was included in the overall cost of building our new website and not considered as an optional additional extra but rather an essential.
Is there anything else businesses need to consider in your opinion?
Along with mobile optimisation, my advice for things any business should consider when looking to produce a new website would be:
- ‘Clear not clever’. Nobody wants to spend time struggling to navigate around your site to find what they really want to read. Make sure your message is as clear as possible. Why do you do what you do? How do you do it? What do you offer?
- Similarly your entire website needs to be easy to navigate. Ensure that tabs are visible at all times and that users are able to easily switch between different pages of interest. Nobody wants to have to scroll all the way back to the top of a page and then click on a further three links to find what they want to read.
- You want people to get in touch, therefore clear ‘call to actions’ on how to get in contact with you should be visible throughout
- One of the major differences between our previous site and our new one is the interactive nature of it and the amount of different multimedia sources that we have used. You want your readers to be engaged, so include a large proportion of videos, drop down menus, moving images and clickable sections to ensure that your pages are interesting to look at. Remember that not everybody learns best simply through reading text.
- Follow the idea that less is more in terms of content. With every one of our last four websites we have reduced content by at least 30% on each occasion, and each time we have seen more positive results.