Don’t get too comfortable with your online presence just because you have a website and a few social media profiles. That’s not necessarily enough to keep you top of mind with today’s clients.

People are using their mobile phones more to search for online information, according to Loic Jeanjean, director of sales and marketing with Advisor Websites in Vancouver. That means your website had better be friendly to mobile devices.

“If you’re not where people are actually spending their time,” Jeanjean says, “and you’re not delivering an experience that is customized to the right device, you’re not putting your best foot forward.”

While your site is probably viewable on a tablet device, a special effort is required to make it work on a smartphone. To ensure your website is legible and effective for those accessing it through a smartphone, discuss the following issues with your website designer:

> Automatic resizing
A mobile site is not simply a desktop site that is visible on a mobile device. Your content has to be reformatted so it is easy to view when loaded onto a smartphone. So, tell your web developer to ensure that text and multimedia content must resize to the specific screen and browser that is pulling up your site.

Do you provide an option for visitors to sign up for your newsletter? Ensure that forms that collect the user’s information are formatted to appear larger on your mobile site. This will make typing in details much easier.

> Fast loading speed
The amount of time it takes for your website to load fully can determine whether a visitor stays on your site or moves on to another one, according to Jeanjean.

“The reality is that people are not going to sit around and wait 15 or 20 seconds for your site to load,” he says.

Websites that are heavy in animation and imagery will slow down a mobile browser’s ability to present the site in its complete form.

There are two options to maximize speed, Jeanjean says. You can have your web designer create different versions of your images to better suit mobile browsers and screens. However, that can be expensive.

Alternatively, to keep costs low, ask about a minimal design overall that would cut down on the use of images but still look appealing and provide a good user experience.

> Large “call to action” icons
Someone who is visiting your mobile site probably wants to engage with you. So, Jeanjean says, make it easy for that person to get in touch.

Incorporate phone, email and location icons. For example, instead of simply listing your phone number, use a button that will automatically dial your number when pressed. An email icon should launch a form with your email address already entered. When a visitor clicks on your office’s address information, a map pointing out your location should appear.

> Easy navigation
“It’s not always easy to navigate through a complicated website,” Jeanjean says. “So, think about working with four inches of space and two thumbs.”

Avoid requiring users to click multiple times in order to access information. In addition to using icons to help a visitor get in touch quickly, you can include a streamlined menu that is accessible through one button at the top of your homepage.