• Writing Website Copy for Mobile


Did your website weather “Mobilegeddon”?

You’ve got a responsive website, designed to nimbly scale and adapt to any device your users throw at it. You’re ready for desktops, tablets, smartphones, smartwatches… you name it.

Unlike so many businesses, you were ahead of the curve and got your website prepared for anything April’s “Mobilegeddon” scare could bring.

Chances are, you think you’re sitting pretty.

Think again.

Creating a website experience for mobile users takes more than just a site that fits a smaller screen. Small-screen viewers require a totally different content experience. A focus on technological structure is only half the battle.

The Mobile User Experience

Just like smartphones display your responsive site differently from your laptop computer, the people using them see your content differently. Our traditional understanding of how people read and scan website copy goes out the window when it comes to hand-held screens.

So what do mobile visitors value?

  • Brevity
  • Images
  • Speed
  • Navigation

People are busy and on the go; they don’t have time or energy to search through your whole website. Even when lazily scrolling with their thumbs, people want to be able to find the answers they need and click to call in the moment.

Your mobile website needs to provide clear answers to those spur-of-the-moment questions!

Writing Website Copy for Mobile

So how can you put all that into practice? Adjust your thinking — and your responsive site’s content — to the new mobile experience. It’s your job to help site visitors focus and find the information they’re seeking in the moment.

  • If “brevity is the soul of wit,” your mobile copy should be the wittiest around. Concise and succinct writing is essential! But that doesn’t stripping out quality information. In fact, you want to provide the most information possible – without requiring the user to scroll. So the more directly you can get to the point, the better.
  • And don’t forget that your content gets squished on small screens. Short paragraphs are crucial in avoiding the “wall of text” effect. Your grade school English teacher may hate it, but paragraphs as short as just 1-2 sentences are acceptable.
  • Forget the old F-shaped reading pattern; mobile viewers give the majority of their attention to the center of the screen, and 68% of their time to the top half. Put your most important information above the fold/scroll where it will be seen.
  • Mobile users pay more attention to images than to text. What does that mean for your content? Use images sparingly, and only if they help make a point. Otherwise you’ll distract from your valuable information.
  • Lengthy headlines get squeezed onto small screens and push your content down. Short and sweet headlines are the answer! Just a couple of words are best, to get the point across and get viewers moving on to your powerful content.

In this age of smartphones and tablets, your responsive, Mobilegeddon-proof website isn’t enough! You need to write for mobile users on mobile devices – to ensure that their mobile experience with your business is flawless.

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