Learn to Write Clever, Successful, Mobile Optimised Website Copy with Tips from Our Homegrown Web Copy Writing Ninjas
Of the 3.5 billion search queries Google receives every day, well over half of those are from mobile and handheld devices. While most companies now have websites that resize to fit on smaller screens, few take the time to consider the how the content resizes.
Making sure your website copy works well on mobile requires more than just a few button presses. You have to ensure that the copy on your site is tailored towards users in both functionality and form.
Desktop vs Mobile Copy
First off, let’s look at the differences between mobile and desktop sites and how your audience uses them.
On a desktop, you’ve got a lot of room to fit your copy in. Most desktop and laptops have screens of fifteen to twenty-two inches; that’s plenty of space for your copy, images, logo, videos, links and call to action, with room left over. Every aspect of your page should work like clockwork to draw people towards making the actions you want them to make.
The story is vastly different on a mobile, as you’re looking at screen sizes of five to nine inches. You can’t put those same links, images, videos, and copy into a space that fits into the palm of your hand. That means you need to decide on the most important to your website, where to place it for maximum effect, and how to streamline your customer’s sales journey within this cramped space.
Our Top Tips for Writing Mobile Optimised Copy
With the restricted space, headlines longer than one line on a desktop suddenly become clumsy and awkward to read on a mobile. Remove unnecessary text, use shorter words, and use space-saving tricks like numerical characters and symbols where possible.
Apple is totally pro at this sort of thing. For example, on one of its lightweight laptop pages, Apple used this headline:
A simple and fun play on words, easy to read at a glance, two selling points, and a subtle dig at their competitors in just three words. Pretty awesome, right?
Write Easily Browsed Content
Mobile users are on the move, so your navigation and sales message needs to be totally obvious. Make sure your navigation is helpful, easy to see, and that your users can get to your sales page within a few taps. Your website should have simple copy already, but it’s even more important for mobile users. Assume you’re writing for easily distracted and busy users. Keep your copy concise and straight to the point.
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Make Anchor Text and Links Tappable
Your anchor text and link buttons should be very easy to tap. It’s much harder to be as accurate as a computer mouse when using a finger or thumb. Trying to tap here on a mobile screen with one hand during a busy commute is just going to frustrate your users.
Either use large anchor text sentences (and make it relevant to the page for extra SEO points!) or use “tap here” buttons underneath to make it easier to get users where you want them.
Avoid Walls of Text
A sentence on a desktop site might take up the entire screen on a mobile. Although you want to make all your important information up front and obvious, it’s very easy to turn off mobile users with giant, insurmountable blocks of text. We would still recommend you write the content you need to write, but make it easy to read, succinct, and more attractive to look at with spacing and shorter words.
Get Your Sales Message Seen
On a desktop, users generally read in an F-shaped pattern, but on a mobile, a user’s eyes are drawn directly to the centre of the screen. That means your main sales message needs to be slap bang in the middle of where your users are going to be looking the moment they land on the page.
Images immediately draw most of the attention on a page. If you’re going to use an image, make sure it benefits your product or service. If you’ve got an image of your product looking awesome, use it. If you’ve gone for the regular happy office worker stock photo, replace it with something more relevant to your business.
It’s relatively easy to write mobile website copy once you understand the basic rules. Make sure it’s clear and concise, make it easy for the user to get where they want to go, and test it out using your phone, or one of the many mobile emulators on the web.
If you’re not sure how to get your website optimised for mobile, why not check our bestselling book, How to Get to the Top of Google?