Best Practices for Mobile-Friendly Websites

A mobile-friendly website provides new opportunities for interacting with your customers, which requires some extra attention to your content inventory.

Remove unnecessary pages

Review each page in your content inventory, and mark the pages with outdated or unnecessary content that can be deleted. The goal is to simplify your website and your customer's experience. 

Pages marked for deletion will be removed by the Web Help Desk when it's converted to mobile.

Determine your homepage content

A homepage is the entry point of your website — like a front door. It's the primary landing page where you will direct your customers.

On a mobile phone, your website's navigation resides within a collapsed menu. Because of this, you should use the content area of your homepage to direct customers to key features or calls to action.

Screenshots of desktop and mobile navigation

Questions to consider

Review the links and content on your current homepage, then answer the following questions:

How will the customer know they're on the correct website?

Develop a short introductory statement that describes your overall office function and confirms for customers that they are at the right place to get service.  Strive for a short statement no longer than 25 words, and avoid flowery welcome statements. Plan to place this statement at the top of your homepage.

Screenshot of website intro text 

What actions would you like the customer to perform?

  • If you have three or fewer calls to action, plan to include these using Call to Action Blocks on your homepage. 
  • If you have more than three calls to action, consider whether they can be distributed to appropriate sub-pages or if they can be consolidated into Feature Blocks that point to subpages with Call to Action Blocks.

Screenshots of call to action blocks

What pages do you want to feature?

  • If you have six or fewer pages to feature, plan to include these using Feature Blocks on your homepage.
  • If you have more than six pages to feature, group similar pages into collections. Then plan to use Feature Blocks to promote the collections on your homepage and link to new landing pages.

Screenshots of features and feature collections

Sample homepage layouts

Optimize each Web page

After you're finished with your homepage, you need to examine each Web page in your content inventory for mobile-friendliness. 

Questions to consider

Take notes in your content inventory on how to address the following questions:

  • Is your content lean? Are there any passages of text that can be broken up with lists or into sections to become more scannable?
  • Are paragraphs and sentences brief?
  • Can you add a clear heading that will provide useful context to the text on your Web page?
  • What actions can be featured using Call to Action Blocks?
  • Do you have multimedia elements (such as or photos or videos) that might illuminate your office’s services, goals or impact?
  • Do you have personnel or office listings that can be presented with Directory Abstract Blocks?

Confirm your new content inventory

Once you've reviewed your site and made notes, use data and subject matter expertise to validate your plans:

Questions to consider

  • Does the inventory appropriately feature the most visited pages in your current website?
  • Did you account for the cycle of your office and the University? Will your customers be able to complete their tasks regardless of timing?
  • Your website should be a workhorse for your office; are there any additional optimizations you can make to help your customers answer their own questions and perform the functions they need?