Conclusions
As smartphones become more advanced, the need to optimize your websites specifically for mobile devices will become less and less critical. In the future, mobile users will be able to see the same websites as any other device. For now, however, failing to optimize for mobile users is a great way to hamstring your company's online efforts.
What's more, because cellphones often work when and where laptops do not (or are not available), the mobile web can provide an opportunity to offer content to customers and prospects when they are not willing or able to visit your standard website.
Fortunately, it's a lot easier to optimize for the mobile web than a lot of people believe it might be.
Years ago, advertisers were wondering if they should have a website. Now, of course, we all recognize that we need one. It's the same with mobile. Whether you build a new site or retrofit an old one to make it compatible, getting involved in the mobile web can benefit every advertiser. While many think the mobile web is a marketing tool for the future, others are discovering that it is here -- and viable -- right now.
Additional info
One simple and useful way to check the readiness of your website for mobile users is to submit it to the Ready.mobi testing tool. Free of charge, the site thoroughly evaluates any submitted site's mobile-readiness, based on industry standards and best practices. A free report on your site includes both a numerical score (from 1 to 5) and more detailed analysis of individual pages to help you gauge how well your site is likely to perform on most mobile devices. Recently, an upgraded version of this mobile website testing tool was launched, adding new mobile phone emulators, more reports with color-coded scores, and analysis of about three dozen website attributes.
Robert Moskowitz is a consultant and author.
