Serve only the most important content
On mobile-oriented websites, it's critical to keep content concise so the need for users to scroll is minimized. Content developers and marketers often have a desire to overkill -- they want to make literally everything available. But for mobile websites, right now that's just not practical.
The quantity of content you should offer on your mobile website(s) obviously depends on your reader base. For example, experience shows that "pop culture" content doesn't captivate users enough to keep them scrolling through long articles on their cellphones. Articles that are 200 words or fewer are the most likely to be completed. On the other hand, travelers seeking specific details about a locale have shown themselves willing to scroll the small screen as many as 20 times or so. On many mobile websites, checklists with only half-a-dozen items have proven to be particularly well received.
It's also important to understand the kind of information your mobile customer wants. Why are they accessing your site from their mobile, rather than their laptop or desktop? Usually, it's because they're not browsing for deep learning, but looking for a quick hit of specific information. Many mobile users simply want a phone number or address, directions, a schedule of events, perhaps a restaurant menu.
Understand why users come to your mobile website rather than your standard website, and put the information they are most likely to want up front.
