Welcome to this week’s edition of “Little Things”, a weekly blog series covering the small changes that you can make to improve marketing performance.

Last week’s topic was free trials.

This week’s tip:

Offer a Mobile Website

Mobile marketing has made some fantastic strides over the past year.

We’ve seen traffic from smartphones and tablets begin to climb at even faster rates in the past few months. And business owners and marketers must realize that this traffic cannot be ignored. It’s a trend that’s likely to continue, and unless you take the necessary actions to cater to this audience, you risk losing potential customers to your competitors who already are.

The first step is an easy one, create a mobile optimized website. This makes for easy viewing and browsing on mobile devices, meaning you won’t be turning away web visitors just because your site is too difficult to browse on a mobile device.

1. Visit your website on a smartphone and a tablet to see how it looks. Does it load correctly? Does it size appropriately or do you have to continually zoom in and out?
2. Try browsing a few pages. Is it simple enough to do it? Will people not already familiar with your brand think so?
3. If there is any question in your mind about the usability of the site, it needs work.
4. Visit http://www.howtogomo.com/en/d/, Google’s free tool to help you start the process of creating a mobile website.
5. Spend the money to create an easy to use, often shrunken down version of your site for mobile visitors.
6. Make sure key pages, such as forms or landing pages, are also optimized so that any search traffic or ad clickthroughs that you get can take the necessary next steps.