Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, shares 5 tips for making content more mobile-friendly.
It’s a mad, mad mobile world.
Several studies show that total mobile internet usage is now outpacing desktop and laptop computer internet access across the world. More than half of Facebook’s 1.7 billion monthly users now visit the site exclusively from their smartphones –which translates to a staggering total number of 894 million mobile-only Facebook users. Google recently confirmed that more searches now come from mobile devices than computers in 10 total countries, including the United States.
Clearly, we are living in the era of mobile online access. So it only makes sense to make sure your website is mobile-friendly. And a big part of this equation includes using mobile-friendly content and copywriting.
The benefits for crafting compelling, quality mobile content are many. Not only will you increase your conversion rates and revenue, but you’ll strongly increase the chances of mobile users returning to your site on their phones or tablets again sometime soon. You’ll also maximize the power of your marketing and advertising spend.
Bottom line? You simply must package and present your content in a way that is enjoyable and easy for the always-expanding audience of mobile consumers. If not, you’ll likely turn them off. And even worse, turn them away. And nobody can afford to have that happen today.
To that end, we’d like to present you with a handful of tips for creating content that is truly and naturally “mobile-friendly” in nature:
- Craft a Short, Sweet Headline: We’ve blogged here before about the importance of crafting a compelling and powerful headline – whether it’s in a digital ad, an old-school print ad, blog post, or mobile site content. You want to “hook” your audience right up front, and a great headline goes a long way towards doing that. So spend some time on your headline. Make it strong. Make it alluring. Make it clever. Make it cool. Maybe even make it a bit…edgy. Or funny. And don’t be afraid to try different approaches.
- Write to a Small Screen: Remember, not all mobile screens are the same size. Not even close. One thing that’s for sure, however, is that all of them are pretty small. So always keep in mind that you’re writing content to be viewed on a variety of small screens. Because of this reality, it’s even more imperative than usual to get to the point. Right away. You don’t want to make your reader have to scroll. Because chances are your reader isn’t going to scroll. At least not for long.
- Make it Tweet-Worthy: Quality mobile content is always Tweet-Worthy. That starts with a short, sweet headline that can be easily and powerfully re-Tweeted. And it continues into the realm of concise, quality content. For more tips on writing quality Twitter posts (aka “Tweets”), view our previous blog on this topic.
- Focus on the Facts: Remember, we’re dealing with small screens. And short attention spans. Add that up, and you have a recipe for urgency when it comes to your content and communication. So dispense with the fluff and formalities. And get right down to business. Starting with the facts. Tell your audience who you are, what you do, what makes you better and/or different from the rest, and position the most vital pieces of information at or near the top of your page. Break up the sections with compelling subheads. Make it all easily scannable, readable, and enjoyable.
- Keep it Local: One recent study, co-authored by Google and Neilsen, found that 40 percent of all mobile searchers were conducted with a local intent. Catering to this habit is extremely beneficial for your business and brand. This means you should not only know your audience, but understand and connect to your local community as well. People are greatly influenced by their surroundings. Make sure you “get” your neighbors, and you’ll get more of their business in return.
Your Ads Must Be Mobile-Friendly, Too
Boost is the only cloud-based, people-powered platform that helps advertisers and ad agencies alike create, refresh, and manage compelling ad creative at scale. Our vast and skilled network of more than 1,000 experienced writers and designers helps create, test, and optimize your ads – for both text and image formats – across all digital channels (search, social, and display).
Talk to us today to see how we can help you stay nimble and mobile.