In the past two years since we reported on the Ten Best Practices for Website Landing Pages, the dynamic of the web has shifted. From mobile websites to mobile applications accessed by a variety of mobile devices, the traditional rules that govern landing pages has also evolved.

Function Over Fashion

Traditionally, website landing pages provided an opportunity to convey important, relevant information to the user in a way that was both aesthetically useful and persuasive. From a small screen, however, a website’s design can overwhelm, frustrate and dissuade users.

To be mobile-friendly, a website’s primary goal is to let the user more easily complete transactional goals. Yet, as more people become introduced to a company’s website from a mobile device, such as an iPad or iPhone, it can be challenging to balance function with persuasion.

Learning Opportunities

Fortunately, we’ve compiled best practices so you can ensure your mobile website’s landing pages help attract users while making it easy for them to find what they need.

  1. Be Obvious: Mobile landing pages are no time to wax poetically. Keep it simple and be as concise as possible. Your ultimate goal should be to make it obvious what you want your users to do. If you’re unsure how clear your site’s mobile call to action is, check your conversions!
  2. Optimize for Speed: No matter how useful your mobile site is, if it doesn’t load quickly, users will quickly abandon it. Optimize the page so it loads quickly. A page shouldn’t exceed 100 kilobytes in size and the number of images and scripts should be reduced significantly.
  3. Don’t Use Flash: Not all phones support it and those that do don’t always execute it as well as a desktop browser would.
  4. Be Direct: Put the most important information at the top and create categories and navigation that is intuitive and uncluttered.
  5. Scroll Down, Not Across: If users must scroll, make them scroll down, not across.
  6. Keep URLs short: Individual landing page URLs should be as short as possible. Keep them under 40 characters and make them memorable so users can type them in later.
  7. Shorten Page Titles: Most mobile browsers only show up to 40 characters and, when bookmarked, show 25 or less. As well, users want to know what page they’re on. As a result, keep page titles short and to the point.
  8. Design with Intent of Engaging, Not Distracting: Even though you need to optimize for fast loading pages and limit the number of images you use, you can still offer users a visually appealing landing page. Use background colors, font styles, form fields formatting and other page styling to keep the landing page appealing and representative of your brand.

Mobile is Primary, Not Expendable

Don’t think of your mobile website as something extra when it comes to your company’s brand. Instead, it should be an extension of your company’s website. For some of your customers, a mobile website is the primary website through which they engage with your brand. By changing the way you approach the mobile web, you can help ensure that, no matter where your customers go, your website remains accessible and consistent across platforms.