Feel the Need. The Need for Speed.

Fans of classic 80’s movies will recognize the quote “I feel the need. The need for speed!” as the rally cry of Maverick in Top Gun. He was a hot-shot fighter pilot, but if you care about the success of your B2B web presence you also should feel the need for speed. maverick

In a recent Q&A at the SMX Advanced conference Matt Cutts from Google made a deliberate point to say “You really need to be thinking about mobile. Mobile is happening much faster than almost anyone expected.”  Is your website going to be a good experience for mobile visitors?

It is a reality of business that a website design project is often an exercise in compromise. All the desired elements won’t fit the budget or won’t fit the timeline for launch. Unfortunately, a common element left out of a website redesign or launch is optimizing the mobile version. If you were looking at mobile traffic to your site when you last redesigned it and mobile visitors were less than 10% I will bet that responsive website design or a mobile strategy was not included.

If that is the case, then your website in unlikely to perform well on mobile devices. “So, what?” you may ask. If you care about traffic from Google, you should care. They recently announced they may have a rankings demotion factor for slow mobile sites. Does “ranking penalty” set off any alarms in your cockpit?

Even beyond search engine implications, you should care.

If your website does not perform well on mobile devices, you are likely to frustrate your visitors. If you frustrate your visitors, your website will not convert them to clients or customers.

If you are convinced that having a good experience for mobile visitors is an important part of your marketing strategy and would like to have supporting evidence that your current site is not meeting that requirement, you are about to jump in the pilot’s seat.

pagespeedinsights Google offers a tool called PageSpeed Insights. Simply enter your website in the text box and in seconds (remember, we have a need for speed) a report is generated for you.  It will give you an overall score, which will let you know generally if you have problems.

The more useful part of the tool, however, is the practical and specific suggestions of how to improve your performance. There may be some simple code updates that will improve your site without initiating a large project.

The example I used is Google.com. As you would expect, they do really well.  You will also see that you can generate a report for the desktop performance of your site.  Tip: if your conversion rate is dramatically different between your mobile visitors and your desktop visitors, look at where there are the biggest gaps in performance.

Armed with this data, I dare you to light the afterburners on your website and buzz the tower to celebrate your better-performing website.  Aviator shades are optional.


About Matt Keough

With a background in both traditional and digital marketing, Matt has been involved in digital marketing with a focus on manufacturing and industrial companies since 1999. He has been with Fathom since 2005, serving as a program manager, account executive and senior account executive. Matt is accountable for the overall success of his client’s digital marketing programs and works closely with the specialists, account executives and management to set strategies that will produce the results that matter for the clients of Fathom’s manufacturing team. Matt has worked with clients such as Akron Brass, Materion, Diebold, STACI Corporation and Nook Industries to help them grow their presence online, as well as increase leads and inquiries from their websites. Before joining Fathom, he acted as an in-house marketing manager at a manufacturing services firm. He designed and coded websites, performed search engine optimization, managed pay-per-click campaigns, created direct mail campaigns, designed and produced brochures, managed trade shows, and was a manager responsible for client satisfaction measurement in an ISO 9001-2000 certified company.

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