Mobile usability for leads

As the world of search turns to mobile you don’t want your collision repair business to fall behind. The fact is that in this day and age your website’s mobile usability is becoming crucial to gaining and converting leads.

What is Mobile Friendly?

A mobile friendly site is a site with an interface that is easily read, navigated and utilized by searchers.

If you are struggling to visualize what mobile usability would look like on your company’s automotive repair website, try to think of it in terms of what kind of user experience you enjoy while searching mobily. Are there sites you simply won’t go to because of the browsing experience?

Perhaps the text on these sites is two small or the page is too large for the screen. Maybe you have to keep zooming in and out just to read anything. Did you immediately click back to find another, more user friendly, page? Chances are, you did.

This kind of poor mobile usability experience can have major consequences for your business. People tend to be much more action oriented while on their mobile devices. This means that they are much more likely to convert and become a lead while on their mobile phones than they would be while browsing on a desktop or tablet.

If the prospect of losing leads and frustrating potential customers isn’t enough of an incentive to jump on the mobile bandwagon, you should know that Google puts strong emphasis on mobile friendliness in it’s ranking algorithms. What this means for you is that your automotive business might not even rank on mobile devices if it is not mobile friendly, meaning your potential customers will never even see your site.
So now that you know what a mobile friendly site is, how do you make your site mobile friendly and how do you make that benefit your collision repair business?

Creating Mobile Friendly Content

What is mobile friendly content?

In the SEO world, content is king but not all content is created equal. When content meets up with user experience on a mobile device you need to find just the right balance. Content must be informative and interesting enough to capture your reader’s attention but it also needs to be broken into bite size pieces so to be easily digested by your on-the-go mobile readers.

Great, so how do we find this balance?

There are many ways you can edit your site to find a content balance that is both useful and usable. For starters here’s a few formatting tips.

  • Write Concisely.  Use strong headings and bulleted lists to keep your readers from getting overwhelmed.

 

  • Use your headings.  Your headings and bold text should be used in such a way that a reader (or search engine) can scan through and have an outline of the post, article or page.

 

  • Form Fills.  Use progressive form filling. Your potential leads can become very frustrated when they have to fill out multiple forms on a mobile site. On mobile, forms can have fields that are too small and buttons that are too close together, making for a frustrating experience. To alleviate some of this frustration utilize progressive form filling to intelligently guess your users answers.

 

  • Simple Calls-to-Action.  Calls-to-action should have a small but captivating design with a short piece of content (phrase or word) that someone can easily see that they should act upon.

 

Let’s Push for Those Conversions

Now that you have some tips and tricks for formatting mobile friendly content let’s look at some best practices to utilize the high conversion rate that can come with mobile search.

Make sure your phone number is call-to-click

When people are searching on their phones they generally have a purpose. They know what they are looking for and because of that are much more likely to converge, thus turning into leads. Click-to-call is a website feature your automotive company can implement as a way to cut down on necessary clicks. All a potential lead needs to do in this situation is click on your phone number and make a call. Remember, they are already on their phones, so you can only benefit from making it as easy as possible to place a call.

Optimize for long-tail keywords

When someone goes to search something on their mobile phone or device they generally have a pretty clear idea of what they are searching for. Because of this they tend to be more specific in their search queries that someone on desktop may be. Long-tail keywords is the term we use in the digital marketing industry to mean highly specific keywords. It is a good idea to optimize your pages and track these types of keywords when trying to target mobile leads but there are a few rules you should

remember to follow to get the most out of your keyword strategy.

 

  • Long-tail keywords are not just one word.  Long-tails generally have three to five words in a sort of keyword phrase. This is what makes them highly specific.

 

  • Use common language.  Put yourself in your customer’s’ shoes. Think about what the common language in for the automotive industry and create keywords based on that. In other words, don’t fill your keyword lists with jargon that only other members of the industry would understand.

 

Utilize text messaging

It’s no secret that text messaging is a preferred form of communication these days. In 2014 41% of people preferred to text over using their phones for calling. Imagine what that number is now. Text messaging campaigns can be easy to implement and has benefits over email. Text messaging is an instant way to get promotional material to your leads. Your brand will be right at their fingertips and in the back of their mind when the time comes that they need to utilize your collision repair services.

If you are looking to boost your collision repair leads through mobile optimization and a better, stronger user experience we would be happy to help! Feel free to contact us at Art Unlimited with any and all questions about how to better your digital presence.

Read: How to Optimize Your Collision Repair Keywords
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