Why You Should Optimise Your Website for Mobile Use

scrolling on phone

It’s 2021, and most people are on their phones if they’re not doing something more important. That means it’s also time to make your website mobile-friendly if you want to retain your customers and attract prospects. 

Optimising your website for mobile use means designing its display for smaller screens, such as iPhone, Android smartphones or intermediate-sized tablets. A website optimised for desktop use only renders poorly on mobile devices, showing tiny fonts, poor navigation and buttons and page elements that aren’t touch-friendly. 

That is why optimising your website for mobile use is crucial. 

The Importance of a Mobile-Friendly Website

Now that more visitors access websites on mobile devices, it’s important to give them a positive experience. If your website has many downtimes and is not optimised for mobile use, they’ll move on to your competitors. 

Having a mobile-optimised website gives you improved search visibility, user experience, brand identity and lead generation. With that said, a good mobile-optimised website offers the following benefits to users:

  • Bigger text that’s easier to read
  • Easy navigation
  • Higher download speed
  • Touch-friendly buttons and page elements

Since Google’s update in 2015 when it prioritised mobile-optimised sites in mobile search results, businesses need to step up and cater to mobile users when it prioritised mobile-optimised sites in mobile search results. If you want better online visibility, you’ll need to provide a better experience for mobile visitors. 

How to Determine a Mobile-Friendly Website

There are significant signs to a mobile-friendly website, seen in the display content and navigation. You’ll know that the website is designed for smaller screens. But if you’re unsure, you can use Google’s Mobile-Friendly Test that lets you enter a website URL and wait for it to pass the test, telling you if it is mobile-optimised or not. 

If your website passes the test, that’s a good indication, but if you failed, you should begin improving your site’s mobile friendliness. 

How to Make Your Website Mobile-Optimised

Suppose you already have a well-coded, well-designed and database-driven content management system (CMS). In that case, you may only need to work on updating your current page templates for a mobile-optimised website. 

If not, you may need to perform significant development. Still, you don’t need to change your current design scheme and content either way. But if you want to redesign and optimise your site simultaneously, it’s a better way of elevating your business’s entire web presence in one consolidated effort.

Optimising a website for mobile use can be approached in two ways:

  • Design a separate mobile site optimised for smartphones, Androids, iPhones and more
  • Develop your main website so it utilises a responsive design that scales to any screen size

Between the two, the latter has become the modern standard for mobile optimisation. Having just one single website that is accessible on all devices is more efficient in the long run. It might take more time and resources to develop it up-front, but it’s more practical to maintain one website for longer. 


Transforming your site into a mobile-friendly format requires significant development. There is no easy path to making it optimised for mobile, so you’ll have to work on all aspects of your site. 

At Fruitbowl Studio, we design and create digital products that can bring your brand to life. We specialise in building websites that streamline business processes and automate inefficiencies. We are a website design agency in Northampton with a progressive approach to design and branding. Get in touch with us today and let us know how we can help!

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