With desktop websites going obsolete and Google’s ‘mobilegeddon’ setting the stage for some revamped algorithms, it’s time for marketers to shift focus. The world of communication has undergone a vast transformation. Mobile devices rule the roost and research reveals that consumers spend close to 6 hours a day on the internet. Of those, 2.8 hours are spent browsing on mobiles. Marketers are in no position to ignore it.
But if you believe simply maintaining a mobile-responsive site is enough to help you through Google’s war zone, it’s time to think again. Content is king, even in the mobile space. But how do you create mobile-optimized copy? Here are my picks on what makes mobile content something very easy to create:
1. Use condensed headlines
Copywriters should stick to short, but strong headlines. When reading on smartphones, users want to get straight to the point. There should be ample focus on font size and headlines to make them easy to scan instantaneously. Using a content management system gives you the WYSIWYG advantage and copywriters can see how their ideas will finally appear on the mobile screen.
2. Short paragraphs work the best
Long paragraphs demand effort—something people using a mobile device generally don’t like. Too long a paragraph can lead the interest to fizz out. On a desktop website, six to seven lines of copy may not seem much. But on mobile devices, that kind of length can appear tiresome. Copywriters should focus on shorter paragraphs that carry the entire message. This might take a bit of practice. Blaise Pascal once said, “I have made this longer than usual because I have not had time to make it shorter.” Mobile content writing is all about writing less, but writing better.
3. Crisp and clear call to action
Good content invokes certain behaviors. Whether it is a newsletter subscription or a purchase, the call to action must be clear, concise, and easy to locate on a smartphone screen—preferably without scrolling. Whenever content is time-bound, use appropriate messages by including the date and time. The whole point of a good copy is to induce the right action from readers.
4. The zing and links
Mobile devices are very personal. Use that to your advantage and add a personalized touch by using more of ‘you’ than ‘I’. Psychologically, it works well. Use appropriate fonts and formatting to appeal to your audience as well.
5. Fitting the screen
Instead of trying to fit large pieces of content on a single page, make space for buttons saying ‘Click here to read more’. Optimized layouts are available in content management systems, and they can help you figure out the best strategy from a host of options—depending on your campaign style, target audience, objective and other factors.
6. SEO for mobile content
The content of a mobile website should be search-friendly. For that, relevance and customization are paramount. Desktop users may find it convenient to scroll through the first search results page, even the next page perhaps, but for mobile users, you’ve got to be extra lucky if they did that. Keeping it relevant will help improve your search ranking. To ensure you do it consistently without fail, you can measure your content’s relevance score through add-on features in your platform.
Rethinking copywriting
Research shows that 38% users are impressed when a local business has a mobile site, and 61% of users are more likely to contact a local business having a mobile-responsive site. This reflects how important it is to write engaging copies for smartphones and tablets.
