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One of the things that changes about the way we interact with mobile users is that we need to give them information in a punchy way.
They don’t have a lot of time, so they want to see punchy, powerful messages.
So the message could be:
Price is powerful. That’s something people latch onto fast.
They might not know much more, but they’ll go, “Okay, this person has 25 years of experience. That sounds like a lot. I want someone experienced.”
So you need to have a few punchy things up front.
You can put lots of detail further down the page for all the people who have time and are sitting at a desktop.
There, you can add all sorts of:
But at the top of the webpage, you need those quick facts to help people make fast decisions.
Why? Because people on mobile phones are making very quick decisions.
So give them what they need right away.
That brings us to the next stage: after they see the ad, they click and arrive on your page.
So now we’re talking about mobile-friendly landing pages.
And I’m saying landing pages here very deliberately.
Your website? Yes, it should be mobile-friendly, but honestly, I care less about that in this context.
What I care about is that you have a dedicated landing page.
If you’re talking about:
Then take them to a teeth whitening page, or an implant page or an invisalign page—not the homepage.
The page should be very specific about that procedure, why you are good at it, and what the offer is.
Do not send them to the homepage.
I’m not interested in your homepage being mobile-friendly—not in this situation.
I would be if we were thinking about branding or other parts of your marketing.
But right now, I’m just thinking about getting them to a landing page that converts.
When we say “mobile-friendly,” what do we mean?
At the bottom line, we mean the page loads fast.
Google’s data says people are only willing to wait 2.5 seconds before they exit your site because they think it’s not working.
2.5 seconds. That’s not a lot of time.
So test it yourself.
If it’s longer than 2.5 seconds, fix it.
Tell your web developer or IT person to tweak it and get it faster.
There are easy things you can do to make it faster.
Make sure the most valuable nuggets of information are up top.
Things like:
Tell them what you’re doing for them and why they should interact with you now.
Give them a phone number to call and a button for a form.
Make everything very quick, because these are mobile users in speed mode.
Further down the page, people do scroll.
So give them:
Make sure all of that is there, and that it’s mobile-optimized too.
It should:
All of that is important.
But it’s not as important as having the top part of the page:
So again: not your homepage.
If you're advertising a specific service like teeth whitening, the ad should go to a page about whitening—not your main site.
Give people:
They’re in speed mode, and you want to catch them right in that moment.
