04/05/2013

Making the move to the mobile world

By Lance McCollough, founder and CEO of CDA Endorsed Program ProSites

With the word “mobile” flying around the web design world, it is easy to get confused about what is and what isn’t a true mobile website. As mobile website usage continues to increase exponentially, it’s important to respond to these consumer trends to effectively reach your on-the-go audience.

Dentists may have heard people refer to mobile websites as either “mobile-compatible” or “mobile-friendly.” While similar in wording, these terms represent significantly different outcomes.

Mobile-compatible essentially means that the desktop website loads on mobile devices as a shrunken version of itself. These sites are often slow to load, difficult to navigate, and hard to read, quickly causing frustration among mobile users. According to a recent Google study, frustrated mobile users are five times more likely to leave a website and search for another site that meets their needs.

Mobile-friendly websites are optimized for mobile devices and include thumb-friendly buttons, easy-to-read text, and super streamlined navigation. Seeing that mobile Internet search is expected to surpass desktop search in the next couple of years, it’s important to be marketing accordingly, and mobile-friendly websites can provide countless benefits for a practice:

  • A recent Google study shows that 67 percent of mobile users are more likely to buy a product or use a service from businesses that have a mobile-friendly site.
  • 74 percent of mobile users are more likely to return to a mobile-friendly website. (More returning visitors results in more repeat patients.)
  • We, as humans, are impatient. Mobile-friendly websites load in five seconds or less. This makes mobile visitors happy, as they have (indirectly) been provided them with great customer service.
  • Mobile websites encourage immediate action. With prominent “click-to-call” and “click-to-map” icons, patients can find and contact a practice instantly.
  • Users can easily navigate through the website with thumb-friendly buttons, reducing the need to zoom in and out and increasing the chance that they will find what they’re looking for.
  • Enlarged text and resized images give users a seamless, optimal viewing experience on a mobile website.

Seeing that mobile Internet search is estimated to surpass desktop search within the next couple of years, there’s no better time for dentists to start reaching their mobile audience.

To learn more about ProSites’ mobile website solutions, call (888) 932-3644 for a free consultation.