01
Keep the important content equivalent
Google uses the mobile version of content for indexing. The design can change between screen sizes, but the main information, headings, metadata and structured data should remain equivalent.
Accordions can organise a long mobile page, provided the content is present in the page and does not require an unusual interaction to load.
- Use the same descriptive title and meta description
- Keep meaningful images and alt text
- Do not hide core service information
- Maintain crawlable internal links
02
Design for a thumb, not a cursor
Small controls placed close together create errors. Navigation, form fields, consent controls and floating contact buttons need enough space and must not obscure one another.
Prioritise the most common action, but keep an alternative path for visitors who are not ready to enquire.
- Use readable form labels
- Set suitable input types
- Keep tap targets separated
- Test cookie and WhatsApp controls together
03
Build for variable connections
Compress images, reserve their dimensions and avoid loading large media before it is needed. Use caching carefully and update asset versions when a file changes.
Measure on a real phone and with throttled conditions. A fast office connection can hide delays that customers experience.
- Serve appropriately sized images
- Limit third-party scripts
- Avoid blocking web fonts
- Test Core Web Vitals with real data when available
04
Run a repeatable mobile review
Check the complete journey: landing page, menu, service information, form validation, confirmation and return navigation. Rotate the device and increase text size.
A responsive screenshot is useful, but hands-on interaction catches problems that a screenshot cannot.
- No horizontal scrolling
- No overlapping headings
- No covered form controls
- No missing mobile-only content
Sources
Primary references
Technical and regulatory points were checked against the following primary or official references.
This guide was prepared with AI-assisted research and drafting, then checked against the cited sources and reviewed for unsupported claims before publication.