Is There A Place For Small Business On The Mobile Web?

With internet marketers hailing each of the last 10 years or so as ‘The Year of the Mobile’, it seems as though the reality is now upon us.

With each month that passes, new and more mind boggling figures are released –

  • A third of us are now using smartphones to access the web
  • Access to the web via a mobile device is set to dominate desktop and laptop by 2014
  • Mobile search queries on Google have grown 3000% in the last 3 years.
  • There are now more than 500,000 mobile applications

The majority of big businesses, including the web’s Godfathers, Google, Amazon and eBay, have reacted with developments of mobile optimised websites and smart phone apps to service their existing customers and attract fresh consumers using the new platform. These tailor made solutions for mobile users aim to – and in most cases succeed in – making the experience of searching and shopping from a handset as easy as from their desktops.

But is this new frontier strictly the domain of the web’s power houses, or are there equally enthralling opportunities for the nation’s bread and butter – small business?

If you look at the analytics for just about any website these days, you will likely see a rising number of people trying to access from a mobile. The truth is that mobile search may just have a bigger impact for smaller, more localised businesses, than for their large national or international cousins.

The vast majority of searches made on Google mobile are local in nature, as consumers look for information relevant to their current location when they’re out an about.  Any local business who takes advantage of this new on-the-move consumer by making sure they’re visible on this platform will likely see a boost to their business.

What makes a successful mobile website?

A mobile optimised website answers the needs of those users who are on the move and therefore have little time and more immediate needs.

  1. The site needs to render correctly for whatever size of screen the user is viewing on. Also, navigation on mobile handsets is far easier up and down than left to right, so a single column site is essential.
  2. The most important information must be the easiest to find. Often when people are out and about, they are looking up your site to find out where you are or to contact you directly. Therefore make sure there are direct & clear links to a map, directions, and a ‘click to call’ button to make all of this as easy as possible. Where possible, make use of the handset GPS to ensure directions are tailored to the individual.
  3. Decide which are the five or six most important pages on your website, and include large, clear buttons allowing users to navigate directly to those pages.
  4. Keep text brief, and in short paragraphs – don’t go beyond 100 words on any page.
  5. Images should obviously be light, and relatively small, so as to not slow the load of any page.
  6. Rather than including a search function, pre-select common searches and replace them with a button allowing users to just click to find that information.
  7. A mobile site’s look and feel should not stray too far from the main site. Your company logo should be on the top of the site and similar colours, fonts and branding used to identify that they’re on the right site, just a mobile version.
  8. Give your users the option to switch to the normal version of your site. Some smartphones can properly handle normal websites, so users should be given a choice.

By Abby Hardoon MD & Founder

Internet Monitoring Plan To Have ‘Strict Safeguards’

The Draft Communications Bill was announced in the Queen’s Speech today (Wednesday), with one of the key features being that it will be easier for the police and intelligence agencies to monitor e-mails, phone calls and internet use.

However, with obvious concerns instantly springing to mind, there have been promises of “strict safeguards”.

Click here for the full story

Tips For Internet Businesses And Entrepreneurs

The UK Internet economy is growing at a rate of 10 per cent per year (source: Boston Consulting Group, Jan). Estimated to be worth £221bn by 2016, it is a lucrative market for entrepreneurs and Internet businesses provided their offering is unique and future-ready.

With the rise of the Internet comes saturation. Those individuals/businesses operating in the Internet market face heavy competition, and to get ahead of the curve need to ensure they are addressing SEO, mobile developments, social media and hosting head-on.

Exploiting a niche

Applicable to any successful business, the offering needs to be unique. The Internet is a competitive arena and setting your business apart from competitors is a logical starting point. At the end of the day, if your product or service isn’t any good or any different, you are already on a back foot. Take advantage of the fact the Internet allows people to be specific in what they look for, so catering to a niche market can be a worthwhile investment. Back in 2003 when I set up with my business partner, to differentiate it from and eHarmony we adopted a white label approach, meaning we could offer our software and services out to companies. It proved to be very successful; in a saturated market it can pay off to take an alternative approach.


Reliable hosting is essential to any Internet business. A scalable option is always best, as it caters for peak times, as well as less busy periods, without costing you an arm and a leg. It can be damaging to any business if its website experiences downtime. Not only can you miss out on potential revenue, but users could be put off in the future. Don’t let a simple challenge hinder your business.


58% of Britons are now accessing content via apps or mobile Internet (source: comScore, Jan 2012). That is nearly two-thirds of potential Internet traffic you are missing out on if your business is not mobile-ready. If mobile isn’t already a key part of your strategy, change it. Companies with any significant Internet presence are certain to miss out and get left behind if they ignore the inevitable.

It doesn’t have to be difficult either. A mobile site can be constructed using an existing website, and then modified if needed. By just having a mobile presence you can begin to see a real ROI. We are currently rolling out our mobile offering allowing partners to cash in on a 26% increase in mobile traffic.


Search Engine Optimisation (SEO) is crucial in getting that all-important traffic to your website. Google is the hub of the Internet and is the go-to place for many end-users looking for information, an answer, product or service without necessarily having a business or brand in mind. Getting higher up the Google ranking, with the aim of appearing on the first page, is one of the most important revenue drivers for many businesses. For start-ups and challenger companies especially, properly marketing a company through SEO is virtually the only way to be found on the Internet.

Thinking where to start? Ensuring keywords relevant to the core of your business are included and keep track of your campaigns through Google Analytics; you can then help get your website up the Google rankings and in-front of the right eyes.

Social Media

Endorsement is gold dust to any business. Whether by PC, tablet or smartphone, people now share content and opinions about brands/companies online in the public domain for all to see. Social networks are where this occurs, and businesses can build brand loyalty and monitor opinion if they use them effectively. Engaging with people is becoming increasingly common and opens up dynamic opportunities for businesses with limited marketing budgets but who are willing to invest the time. Whether you opt for Facebook or Twitter, Google+ or a dating site, social networks can add a third dimension to a business.

It is clear the Internet economy is evolving and diversifying at a rapid pace. From shopping to publishing, dating to broadcasting, the scope for entrepreneurial minds is vast. Get ahead of the curve with technologies/techniques such as mobile and SEO and your Internet business will be well on its way.

By Ross Williams, CEO and co-founder of