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.