Key takeaways
- Design for mobile first. Scale up for desktop. Don't shrink a desktop layout and hope it works.
- Google indexes mobile. Your mobile experience affects ranking for all searches.
- Touch targets (44px min), readable text, fast load, and simple navigation are non-negotiable.
- Mobile-first doesn't mean mobile-only. Desktop gets a polished experience too.
Most of your traffic is on mobile. In many industries, phones account for 60-70% of visits. If your site is built for desktop first, you're optimising for the minority. Mobile-first design is the default now-and it should be.
We've built and refreshed sites for British businesses across sectors. The ones that convert are the ones that feel native on a phone. Here's why mobile-first matters and how to get it right.
What mobile-first means
Design for the smallest screen first. Prioritise content, simplify navigation, and ensure touch targets are big enough. Then scale up for larger screens. Don't shrink a desktop design and hope it works.
The difference is in the approach. Desktop-first starts with a wide layout and tries to squeeze it down. Mobile-first starts with the essentials and adds complexity only where larger screens justify it. You end up with a cleaner hierarchy and less cruft.
Why it matters
Google uses mobile-first indexing. Your mobile experience affects ranking. A site that's slow or broken on phones will rank worse, even for desktop searches. And users on phones have less patience-slow or fiddly sites lose them fast.
Conversion rates drop when forms are fiddly, buttons are too small, or content requires pinch-to-zoom. Mobile users are often further down the funnel; they've found you and they're ready to act. Don't lose them at the last step.
Key considerations
A few rules that separate good mobile experiences from bad ones:
- Touch targets: 44px minimum. Fingers are bigger than cursors. Tiny links and buttons frustrate users and hurt conversions.
- Readable text without zooming. 16px base font size is a good starting point. Line length matters too-shorter lines read better on small screens.
- Fast load. Mobile networks are slower and less reliable. Optimise images, defer non-critical scripts, and keep the critical path lean.
- Simplified navigation. Hamburger menus, fewer levels, clear hierarchy. Users shouldn't have to hunt for what they need.
The desktop experience still matters
Mobile-first doesn't mean mobile-only. Desktop users expect a polished experience too. The point is that the mobile version isn't an afterthought-it's the foundation. Scale up thoughtfully: use the extra space for better layout, not just more clutter.
Design for mobile first. Scale up for desktop. The result is a site that works everywhere.