Most companies are catching up to the technological revolution, but progress is slow. The term mobile first is something that's very much in a business strategy, as they develop into producing customer experiences that work better on a phone.
In an age where we spend so much time staring at our phones, consuming information through social media and apps. We pick it up when we're bored, we use it avoid awkward situations and organise our entire lives. So it makes sense that businesses make their websites easily accessible on mobile.
Don't just rely on responsive technology to do it for you. Write so a page works harder and use that F12 button.
- Titles - short and snappy, they need to be 2 lines max
- Bullets - short, don't overload them so it looks like a block of text
- Body copy - use shorter paragraphs, chunk up content into sub-headings, bullets and quotes and tables
- Links - hyperlink nouns, never say click here
This doesn't mean all your copy needs to be 200 to 500 words, you can still write long-form. In fact, it's encouraged as it keeps people on your page longer, it fills people's time and you get loads of SEO value.
Images add to page weight, so affect loading time. Use them sparingly.
You also need to work with the content editor and UX to make sure the content stacks in the right way and in the right order. And watch out for any copy that truncates - I was recently sent an email inviting me to a night of cock... tails.
Don't panic too much, the internet is a clever thing and does a lot of the hard work for you. Basically, labeling, like titles, should be short, but not to the detriment of your message.
And it gives you a good excuse to look at your phone more to see what other people are doing.