With over 60% of web traffic now coming from mobile devices, it's no longer a bonus to have a mobile-friendly site or email – it's essential.
And yet, far too many small businesses still design their websites and emails for desktop first — only to find their mobile visitors having a clunky, frustrating experience.
Here’s the hard truth:
“If your website or email doesn’t work on mobile, it doesn’t work – full stop.”
Let’s explore why mobile-first design matters, what common mistakes to avoid, and some practical tips to help you get it right.
A poor mobile experience doesn’t just frustrate people – it costs you leads, sales, and credibility.
Here are some useful ways to ensure your website and emails are friendly to mobile users:
Multi-column designs might look great on a desktop, but they often break or stack awkwardly on mobile screens. Stick to a clean, single-column layout for clarity and consistency.
Small fonts are one of the most common mobile mistakes. Use at least 16px for body text, and larger for headings. Ensure there’s enough contrast between text and background.
Small buttons are hard to hit on a touchscreen. Aim for buttons to be at least 44x44 pixels, and space them out so users don’t accidentally tap the wrong one.
Your call-to-action (CTA) – like “Buy Now” or “Book a Free Call” – should appear early. Don’t make mobile users scroll forever to find the next step.
Your email might look perfect on desktop, but fall apart on mobile. Use the preview tools in your email platform to see how it appears across different devices.
Mobile users often rely on slower data connections. Large images can slow down your site. Compress images to balance fast loading with good quality.
When your site or emails aren’t optimised for mobile:
❌ Users get frustrated and leave
❌ Sales and enquiries drop
❌ Your brand feels outdated or untrustworthy
But with mobile-first thinking, you can:
✅ Create a better experience
✅ Keep visitors engaged
✅ Increase conversions and credibility
If you’re not sure how your website or email campaigns perform on mobile, we can help you find out – and fix any issues.
👉 Get in touch for a free mobile-friendliness check-up
Let’s make sure your digital presence works just as well in your customer’s hand as it does on your screen.
While you are here, why not sign up to our newsletter?
Our leader in social media management, email marketing and CRM and Marketing Automation, Darren is responsible for The Marketing Eye being one of the few agencies in the UK able to offer full end-to-end customer journey management.
Campaign Manager / The Marketing Eye
by Darren Coleshill, 3 minute read
by Darren Coleshill, 5 minute read