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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to aviva.co.uk

Mobile optimised websites

With Google reporting that more than half of their search queries globally now come from mobile devices, it is becoming more and more evident how important it is to ensure your website is properly optimised for mobiles and tablets.

Most prospects will arrive at your website on their phone.  If they find that they need to pinch and zoom in order to find something, they are increasingly likely to go elsewhere.

On the other hand, if they find an inviting, intuitive, mobile optimised website, they are much more likely to contact you.

Plus your customers will feel more positive towards your business (you deliver better ‘brand engagement’) - and your search engine optimisation improves. Google likes responsive websites and gives them preference in search engine rankings.

So you get more traffic, an improved bounce rate and more conversions.

Talk to your website developer about which option is best for your site

  1. Responsive web design

    Responsive web design provides the optimal viewing experience of a website no matter what type of device is being used. So your content is consistent across all devices.

  2. Adaptive web design

    Adaptive web design is different from responsive design in that there isn’t one layout that always changes. Instead, there are several distinct layouts for multiple screen sizes. And the layout used depends on the screen size used.

    For example, there could be a specific layout (and different content) for mobile phones, tablets, and desktop computers – each of which are made in advance. These three designs wait on standby until someone visits the site. The site detects the type of device used, and delivers the pre-set layout for that device.



How mobile-optimised is your broker website? A quick checklist

To check that your site is designed to be mobile friendly, please open it on your smartphone and run through this checklist.

  1. Is your eye immediately drawn to your key selling message and call to action?
  2. Is the content easy to read?
  3. Is the content easy to navigate?
  4. Is it obvious how a visitor can return to the home page?
  5. Are links difficult to click?
  6. Are contact pages buried in awkward menus? Can you click and call the telephone number?
  7. Is the call to action obscured? Is it difficult to activate?
  8. Does the site load in less than three seconds?
  9. Does it provide a good user experience?
  10. Is it somewhere where you would spend time, if it wasn’t your own site?

Has this checklist raised any concerns? If so then talk to your website developer about what needs to change.

(Google also offers a free Mobile Friendly test for your website)