It’s universally accepted these days that every business needs a website. Will it become universally accepted that every business needs a mobile website? There are currently around 2 billion mobile devices in usage. The estimate is that this will grow to 10 billion by 2020, far outstripping desktop machines.

Google’s retail, technology and business markets director, Peter Fitzgerald recently told London’s Retail Week Conference that between 10% and 15% of all searches are now done on mobiles. He feels that a mobile-optimised website should be a business’s top priority, adding, “If you don’t do anything else, get a mobile site”. He also pointed out that the majority of purchases made through mobiles are distress purchases, meaning that retailers could possibly charge higher margins on items bought through this channel.

A mobile site shouldn’t replace your normal site. It should be on brand and contain only the essentials from your main site and be very fast to download and navigate. Remember, like all marketing on the web, if potential customers can’t find you or access your main site satisfactorily on their mobile, they’ll go to one of your competitors and who wants that?