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These Solutions Will Hook Insane Mobile Traffic, Part 2
By Ross Wingo - content marketer at Century Interactive.

We discussed in part 1 that the popularity of mobile devices has completely changed the landscape for home service businesses. Again, almost half of organic search visits come from mobile devices. This means mobile optimization must become a marketing priority.

Mobile searching affords unparalleled convenience; consumers navigate each stage of the buying process with their smartphones. They research a problem, identify a solution, locate a business that offers said solution, and then reach out. Businesses need to build a site that caters to this step-by-step process.

There is also the added incentive of improving your Google SEO. The company recently announced, “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”

Say a potential customer arrives at your site. They click around and learn a bit more about what you do, but still need more information. Now they search for a phone number, so they can call you up. Strangely enough though, they look all over the place, but can’t find one. Frustration begins to overtake desire to contact your business. They exit out of your site and move on.

Nuance Communications has found that 79% of consumers prefer to contact a customer service center by phone, rather than work through online service tools. Your business has worked hard and done the legwork to drive traffic. Don’t let a silly but critical mistake ruin all that. To capture mobile traffic, and thus more business, really think about placement of the all-important contact number.

Hey, Can I Have Your Number?

Let’s perform a spot check. Put yourself in the shoes of a potential customer, and get on your mobile site. See how many steps it takes to locate your business’ number. If it takes more than a couple of taps or swipes, you may be in trouble.
Phone Number MemeIt’s irrelevant whether your contact number is buried within the site, off screen, or simply too small to see. The point is potential customers can’t find it and call you. 61% of mobile searches result in a phone call, so they definitely want to call you.

We discussed simplicity and scroll-ability in an earlier post. The third piece of the puzzle is optimal contact number placement. You may be thinking, “Well we’ve listed our number on the ‘Contact Us’ page. That should be good enough.” That may be the case on a desktop, but again, we’re talking mobile sites here. Customers are busy and need their hands held. Don’t ever leave it up to the customer.

Unwritten Laws

There’s no unwritten rule of website creation that says contact information must appear all together on some dedicated page. A phone number and email address are infinitely more important than your business’ physical address, correct? Treat them as such. Put them front and center.

To get caught up on our previous mobile site tips, check out part 1 of the series.


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