Why is this important? If disappointed, consumers less likely to purchase and that means having a mobile-optimized site.

Consumers know what they want, and when it comes to visiting a small business’ website, they expect the same experience they would get from a larger chain. Rimma Kats, writing in eMarketer (041217) stated, ‘If website visitors don’t get that experience, whether because the site doesn’t provide simple information like an address or business hours, or because it has a poor mobile experience, then they are left with a bad impression. March 2017 research from Vistaprint Digital found that roughly half of US internet users surveyed said they would most likely be left with a bad impression if a small-business website had outdated contact information. And almost as many respondents said they would have a bad impression of a site that provided no address, directions or business hours.

A poor mobile user interface, difficult fonts and an unprofessional design were other factors cited by respondents. Surprisingly, some small-business websites are still not mobile.

A separate survey from Yodle conducted by Research Now, found that four in 10 US small businesses don’t have a mobile-optimized site. Ultimately, a bad impression, like that from a poor mobile site, can affect whether or not consumers make a purchase. In fact, nearly 60% of respondents surveyed by Vistaprint said they would be less likely to purchase something from a small business based on a bad impression of its website.’

Yet when surveying company heads, they nearly all believe their websites are mobile-optimized. Why? They are being told by their internal personnel that their websites are mobile-optimized when in fact, they are not. It is important to gain outside, independent verification in order to solve this problem.