Copywriting for Mobile

FBCBlog, Calgary Marketing, Copywriting, Mobile, Website Design & Development

Websites not optimized for mobile devices are more annoying than ever. Responsive design is key, but so is how you present your written content.

Copywriting for Mobile: Successful Content Formatting for Mobile

Today’s marketing strategies need to account for the way written content is viewed on a variety of platforms and devices. People are turning to their cell phones and tablets more and more frequently when they go online. This means that some consideration needs to go into how your content will appear on mobile, tablet, feature phones, and across a wide range of screen sizes for laptop and desktop.

Your target audiences use their smart devices on-the-go and have the ability to multitask between errands during their day’s routine. At Full Blast Creative we know that most customers require at least 6 – 8 “touch points” or “micro-moments” engaging with your brand before they make a purchase. What we’re saying is that your customer can and does look you up at any time of the day, on any type of device and if the user experience is poor, you may lose the sale especially if your content is hard to read or presented poorly. So with that in mind, here is Full Blast Creative’s best tips and advice to ensure that your message is easy to read and easy to understand:

Why do we need a separate content strategy for mobile?

Consider how we read information and how this differs from device to device. Why would the copy be different on mobile than on desktop? Mobile device displays are significantly smaller; the user needs to actively and comfortably scroll as they read, while simultaneously performing other tasks on-the-go.


Looks Matter

Carefully consider your choice of font and what size of font may be best for your platform. Your readers shouldn’t have to zoom in to read your content while on mobile. You want to choose a recognizable text, one that is clean and minimal in style. Avoid decorative fonts such as cursive, or any fonts that are difficult to read at a glance. Your mobile viewer’s attention span is shorter since they are likely on-the-go.

Remember, mobile sites are browsed with a thumb. Avoid overloading your page with links which can make it difficult for the user to scroll through or lose the flow of your content.

Curate your font styles and keep it consistent. The page will look inconsistent and unprofessional if numerous styles and sizes are incorporated. Keep fonts to 2-3 styles (one style for body text and one for headers) and to 2 sizes max.

Content

Remember that your mobile viewer is on-the-go. You want to keep your sentences short and leave moments for pause and reflection in between ideas. A sentence of 25 words will consume the average desktop screen. Keep your mobile screen to a four-line max so the information is easily viewed and the overall presentation is more succinct.

When drafting content, a good writer makes sure to include all of the relevant, key data and information. An exceptional writer goes back, reads the content and works to make the content more succinct. What within the content is unnecessary? Is there a more direct way to say the same thing? Pro-tip: there almost always is!

Structure

Keep efficient spacing and pauses between content concepts or white space which are crucial to keeping your reader engaged.

Limit the number of sentences in a paragraph designed for mobile.

Create sub-headers more often; sub-headers help to link your ideas, as well as create a point of reference if your viewer momentarily leaves the page or gets distracted.

Composition

Keep your text-structure logical and clean. Make sure that each sentence following the last is a nice and easy transition from one idea to the next. A really simple way of doing this is by using transition words between thoughts. Some great transition words include:

above
all accordingly
additionally
after all
again all
in all
all things considered
also
as a consequence as
a result
as a rule
as an example of
as well as
aside from
at first glance
at the same time
beginning with
being similar in many ways
besides
beyond
briefly
but by and large
certainly
chiefly
coincidentally
consequently
contrary to
contrasting
conversely
comparable
corresponding to
coupled with
depending upon
decidedly
despite
doubly important
effectively
especially
excluding
except
excepting
exclusive of
first of all
for example
for instance
for now
for one thing
for the most part
for the time being
for this reason
fortunately
frequently
further more
generally
gradually
however
in addition
in any case
in any event
in brief
in conclusion
in contrast
in essence
in other words
in particular
in short
in summary
in the end
in the final analysis
in the first place
in the long run
in this case
in turn
including
independent of
instead
just as interesting
later
likewise
meanwhile
moreover
next to
normally
on one hand
on the bright side
on the whole
ordinarily
other than
otherwise
overall particularly
previously
rather
restating the obvious
soon
similarly
simultaneously
specifically
subsequent to
such as
to summarize
to begin with
that is
the next step
there is no doubt
therefore
there
upon
thus
usually
where
forewhile
whereas
with attention to
with this in mind
yet

Keep your messages clear and concise. This will help to ensure your audience can follow along easily even with surrounding distractions!

To Review

  • Make it visually appealing and readable
  • Keep it short and simple
  • Keep it clean and consistent
  • Be direct in your messaging

By following these easy tips, your mobile copy is sure to be engaging and user friendly!

If you’d like to learn more about copywriting for mobile or desktop, reach out to Full Blast Creative! We’ve probably only scratched the surface on optimizing your content for mobile. If you have any other suggestions or insights on how to copy write for the small screen, we’d love to hear from you!

Thank you!