Logical, Navigable Information Structure
The functionality and content of your chiropractic website must be arranged in a logical information structure in order to help mobile users to search and navigate the site efficiently, and find information quickly. Mobile users should be able to navigate the most important content in minimal taps or key presses.
The tap size of the navigation should be at least 30 pixels. Keypad shortcuts should be made available to help users quickly access a link. Labels for links and navigation items should be as concise and clear as possible.
Your chiropractic website should provide content in a balanced mix of text, images, graphics and videos. When it comes to appeasing mobile users, it is important to provide user control over multimedia content. Videos / sound should not auto-start, and users should have the option to skip such content if they are mindful of the bandwidth it consumes on their mobile devices.
Mobile users are likely to have shorter attention spans compared to users accessing your website on their office / home computers. Mobile-specific content should be more concise and preferably utilize shorter headlines. The site should provide the option to expand the content to its full version if the user so desires. Videos, graphics and images should be optimized for the mobile devices to fit multiple screen sizes and provide sharp images.
Efficient User Input
User input or the need to enter data should be minimized on your chiropractic mobile website. For instance, if you have contact, inquiry and/or registration forms, the field requirements should be minimal. Shorter substitutes may be used wherever possible, such as a ZIP code instead of city and state. Employ spellcheck suggestions and auto-completion features to reduce the user's effort. Wherever appropriate, disable features such as CAPTCHA.
Usability of Design
Touchability on the mobile website should be clear, and items such as icons, button, and links should be visibly tappable. Touch targets should be well-spaced and appropriately sized to minimize selection errors. Usability in variable conditions should remain consistent.
Privacy and Security
Typically, smartphone users are concerned with the privacy and security of their personal data. To provide a trustworthy and comfortable user experience, your mobile website should not include any apps that may collect personal information, such as user location and contact list, without their permission. Include privacy and security policies clearly on your website that reinforce credibility.
Integration With Social
Your social media presence should be highlighted on your mobile site. Social network integration should allow for easy sharing, tagging, liking, commenting and bookmarking via the mobile website.
Mobile-user experience is a continually evolving field, and it is important to stay abreast with the new developments, technologies and mobile apps that will enhance this experience. Users typically engage with your chiropractic website through multiple screen devices; a robust website that appeals to site visitors (existing and prospective patients) will have the right mix of elements to support most of them, if not all.
Naren Arulrajah is president and CEO of Ekwa Marketing (www.ekwa.com), a complete Internet marketing company that focuses on SEO, social media, marketing education and the online reputations of chiropractors.