Close to 80 percent of the mobile market in the United States belongs to smartphones. As a result, more people are accessing webpages and making purchases on their phones than ever before, so brands must have both desktop and mobile versions of their websites.  You may be thinking to yourself, “But I do have a mobile version of my website!” Chances are, it’s actually just a more mobile-friendly version of your standard site, not an entirely new design that’s made with only mobile audiences in mind.

Visitors who are using mobile devices are looking for a faster experience. They want to easily be able to find information, and they want that information to be as concise as possible. The average human attention span has dropped from 12 seconds to 8 seconds in recent years (shorter than that of a goldfish). As a result, if users are not having a fluid and intuitive experience on your mobile site, they will likely look elsewhere for the information they need.

Here are four simple best practices to consider when designing your mobile site:

  1. Simplicity

Identify which key pieces of information your audience will likely be looking for and eliminate any non-essential content. Make sure the landing page is clean, with intuitive navigation links. Limit your home page to just one or two call to actions such as “Shop,” “Find a location,” “Call.” Keep all text short and to the point.

  1. Space

Make sure elements of your website are far enough away from each other that there is little danger of someone accidentally clicking on the wrong link. Keep font style simple and large. Your viewer should not have to squint or zoom in to read text. Take a minimalist approach with design elements.

  1. Choose Images Wisely

Images play a few different roles in a mobile environment. They keep the site from looking too text heavy, and they can quickly convey your brand’s message. Make sure images are relevant and not distracting. Avoid images that clash with your background. In addition, make sure your mobile site still incorporates the same branding elements as your standard site by ensuring that all colors, fonts, and imagery are consistent with your brand.

  1. Keep Non iPhone Users in Mind

In the United States, 60 percent of smartphone users are not on iPhones. Make sure your mobile site can scale to a wide range of different screen sizes and that the site will load properly on any brand of smartphone.

What are some of your favorite websites to use on mobile? Share your thoughts with us on Twitter at @solomonmccown