How To Sell The Value Of Mobile To Clients

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As Web designers and developers, we see the value in supporting mobile devices every day. We’re well-versed in tactics and techniques for adapting our work to mobile. Our challenge is to be equally well-versed in selling our clients on that value as being something in which they need to invest precious budget dollars.

The Mobile Imperative

I’ve been describing what I call the “mobile imperative” for a few years now when talking to clients or advocating support for mobile devices1 in Web design projects. The mobile user experience is not an add-on. It’s now a major part of the Web as we know it, and our clients’ content and tools will appear on an increasing number of devices, screens and contexts.

As the distinction between the Web on desktop and mobile continues to blur, supporting mobile is increasingly something we do as part of every website design or build. It should become second nature to us, but there are still additional costs: design enhancements at multiple breakpoints, testing across a wide gamut of devices, defining and maintaining media queries with associated CSS or JavaScript, perhaps even a distinct mobile-oriented website. To those who are less informed, these may be seen as unnecessary enhancements. The traditional websites that they’ve been acquainted with for the past 20 years may be all that they interact with or deem necessary.

Some clients come to us requesting mobile support. They know they need it; they know its value. They come with reasonable budgets in hand for a traditional website, but additional funds to support the extra effort that mobile requires didn’t make it into this year’s marketing allotment, and their scope checklist has already been pared down. We don’t want to turn them away, but we have an obligation to ourselves and to our business to bill all of our clients on the same terms.

Our responsibility as Web professionals is to educate and inform our clients, to impart upon them the value and necessity of supporting mobile and, for those worthwhile clients and projects we don’t wish to turn away, to craft a solution that can achieve their goals within a realistic budget.

Start By Listening

Even the simplest of websites don’t conform to a one-size-fits-all solution. We’re trying to deliver a website to our clients that will hold up for a few years’ time, that should work on today’s devices and those we haven’t yet seen.

Any recommendation we make to our clients, whether it be to have a responsive website, to have separate mobile and desktop websites, or not to worry about mobile at all, should be based on an understanding of our client’s needs. More often than not, supposedly fixed variables such as budget, scope and timeline can and do change. Must-haves become secondary goals in light of other considerations. The project that the client brings to you is not necessarily the project that the client actually needs.

Listen to your client’s needs and constraints, and really seek to understand the nature of their business and their situation. This should help shape your recommendation. If you listen carefully, you should also be able to determine how best to make the case for incorporating mobile support into their website project.

My experience is that clients typically come with something in hand that they’re hoping to achieve, or they exhibit distinct values that we can speak to. I’m going to look at how to make the case for mobile to clients who fall into one of four likely categories: data-driven, competitor-driven, cost-driven and socially conscious.

The Data-Driven Client

When trying to convince someone of anything, data and statistics are your clearest and most objective tool. Fortunately, the Web is an incredibly measurable medium, and a ton of data exists on usage behavior and adoption rates.

Here are a few recent stats I’ve been citing:

The evidence is clear: The shift to mobile is well underway. As important as the Web is to any business or institution, mobile is the Web and is just as important. If data and numbers would make the case for your client, show up with enough studies to overwhelm them with mobile’s impact.

mobileonline_pie7
According to Pew Internet248, in 2012, 55% of mobile-phone owners went online. 17% of all mobile-phone owners went online mostly via their phone. We’ve poured blood, sweat and tears into supporting IE 6 for fewer users than that.

The Competitor-Driven Client

Has your client come to you with a lot of competitors’ websites in hand? You’re in luck. You have a client who’s establishing a standard among other websites as a measurement of success.

Your job is to set a standard that your client should aspire to. Do your research on mobile-friendly competitor websites and try to compile data and examples that you can use to highlight the benefits of a more intuitive, engaging user experience.

If you come up short finding a direct competitor, find an industry of similar complexity or with a similar target audience or comparable demographics. Find examples, and have your client try them out on your mobile devices. Encourage your client to empathize with users who will encounter and interact with their website and make decisions accordingly. Explain to them that mobile users are growing less patient and that a frustrating mobile experience could hurt their perception of the brand9, and show how an optimized mobile experience will make it easier for new and existing customers10 to forge deeper relationships with their business, resulting in more purchases or revenue.

And if your client is really competitive and not just keen to check out the competition, then encourage them to spend the time needed to really optimize performance11. Aim higher than just to have the best-looking website. Design and build the fastest-loading, easiest-to-use website there is.

responsive-sites212
Two websites, one industry: On the left, Vascore (designed by Jodi Vautrin and coded by my firm, Clearbold) uses responsive techniques to adapt the design to mobile screens. Another firm’s website, on the right, falls short.

The Cost-Driven Client

In many small businesses, any spending on marketing comes straight out of the owner’s pocket. Those dollars are hard to part with. Marketing teams at larger companies might be seeing their budgets cut based on other shifts in their industry or business, or they might not get to apply for more funds until they’ve put together next year’s budget.

Empathizing with your clients and putting yourself in their shoes are important. They’ve come to you for a reason. They’re not trying to gouge you; they’re seeking access to the services you provide within their own reality or constraints.

If they’re in a position to free up more funds, help them to justify that or to present the case to their superiors. Emphasize that increasing their up-front investment in a sustainable, future-friendly13 website will decrease the likelihood that it will need to be redesigned or reworked in a year. Remember that the goal of responsive Web design is not to create five different designs at five different dimensions. The goal is to establish a fluid, flexible design system14 that will adapt to different contexts. Those contexts may be screens on mobile devices and desktop monitors. In a year or two, those contexts might be embedded screens in refrigerators, TVs or Google Glass. Future-friendly responsive design seeks to anticipate the unknown and reduce the need for additional work every time something new hits the market.

If cost truly is a factor, what sort of constraints can you impose on the design process to keep things in check? What sort of tools can you leverage to minimize effort, while still addressing your client’s unique needs and positioning? Responsive front-end frameworks, such as Zurb Foundation15 and Twitter Bootstrap16, are a great option in this scenario. Zurb Foundation 4, recently released, has shifted to a mobile-first approach and emphasizes performance.

One of our clients approached us with a budget in hand and some content to build an intranet for a hospital department. The website would feature simple navigation, a staff directory, news postings, a calendar and highlighted stories, and it needed to support iPhones and iPads, which had been adopted by the physicians in that department. We turned to Zurb Foundation to streamline development and design.

We found this project a great opportunity to upend the traditional design and development process. With the content provided, we skipped wireframes and comps and whipped up a complete prototype of the website using Zurb Foundation, which we presented to the client. With their approval, we applied design elements to enhance the user experience — typography, colors, photography — all within the grid-based structure provided by Foundation. Sticking to Foundation’s grid and leveraging ready-built components kept us on schedule and on budget. The launch met with rave reviews.

Relying on a framework may run contrary to our idea of work as craft, but we should be willing to acknowledge cases where using one to deliver a mobile-friendly website in the face of other constraints is a solid win.

framework117
A responsive framework such as Zurb Foundation18 defines columns that float side by side on large screens…

framework219
… and that reflow into a single column for small screen dimensions. We’ve shared a streamlined demo20 on our website.

The Socially Conscious Client

If your client appreciates your efforts in building websites that are accessible to those with physical impairments, consider that Internet access is fast becoming a basic right and necessity in modern society. An Android smartphone offered by a cellular carrier may be the closest we get to universal broadband Internet access.

The mission of the Web Standards Project21, founded in 1998, includes “delivering sites that are accessible to more people and more types of Internet devices.” On 1 March 2013, in a post titled “Our Work Here Is Done22,” it said that “the web as an open, accessible, and universal community is largely the reality.” By relying on semantic, standards-based HTML markup and leveraging ARIA roles23 and best practices, we can be confident that the content we put online can be accessed with assistive technologies. Good markup is good citizenship, and accessibility means ensuring that everyone has equal access to the Web.

But enabling software to parse the content on a website and enabling users to interact with a website on small screens are two different things. When we look at the migration of content and tasks onto the Web — job postings and applications, breaking news and weather alerts, healthcare records, social networks — accessibility is about more than screen readers. It’s about access to the Internet, and for more and more people, the Internet is a small screen. We need not only to support interactions on mobile screens, but to ensure content parity. Supporting mobile, too, is often done by stripping out content. But omitting content to fit a smaller screen is not equal access — it turns mobile users into second-class citizens.

According to Pew Internet248, 17% of all US mobile-phone owners “go online mostly on [a] cell phone.” Among young adults and non-whites, that number is even higher, as it is among those with an annual household income lower than $50,000 and those who have not graduated college. In developing countries and on other continents, mobile phones may be the general population’s only means of accessing the Internet. Investing in semantic markup and a mobile-first25 approach ensures they can access your client’s content, too.

Ignoring mobile not only means ignoring a significant segment of society, but risks limiting the ability of many to find work, to find information or to enjoy equal access to what are becoming essential rights. If your client is sensitive to these sorts of issues, then this valuable insight should resonate with them. In some industries and with some types of information, such as job postings and healthcare data, ignoring mobile could one day constitute discrimination.

Mobile Is An Opportunity

If you’ve been doing this for a while, like I have, then you’ll know that the growth of the Web has been painful at times, with browser wars, table-based layouts and Flash. Mobile offers us an opportunity to reset expectations to some degree. It gives us a chance to do things right from the outset. Future-friendly, mobile first — these aren’t trite buzzwords. They represent a shift towards building websites that are accessible and intuitive for users, while being sustainable and profitable for our clients. We have the opportunity and incentive now to create websites that are platform-agnostic, that allow content to reflow and shift to fit different contexts and that can adapt to dramatic shifts in user behavior over time.

At the same time, we have more work to do. Quality assurance across multiple devices, better up-front planning, and coding for multiple design breakpoints all add layers of time and effort to a standard website build. Every project offers a chance to try a new tool or technique, and we’re still finding our way to best practices. It’s a matter of finding and adapting a new design process and using it efficiently.

The key in all client interactions is to understand the goal before focusing on the specifications, to listen, and to present a solution to the client that addresses their needs. That solution, and how you present it, should instill confidence that their investment in your work is sound.

At this stage, mobile is always on the table for us. More often than not, by adjusting the scope and expectations, by seeking out options that fit the budget and requirements, by informing and educating our clients in alignment with their values, we can find victories big and small in our projects and do our part to move the Web forward.

(al) (vf)

Footnotes

  1. 1 http://www.slideshare.net/clearbold/mobile-marketing-7469482
  2. 2 http://www.lukew.com/ff/entry.asp?1691
  3. 3 http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings/Overview.aspx
  4. 4 http://www.quirksmode.org/blog/archives/2013/02/browser_stats_f_6.html
  5. 5 http://www.campaignmonitor.com/blog/post/3843/apple-leads-email-client-market-share-but-android-gains-ground
  6. 6 http://www.technologyreview.com/news/511766/mobile-computing-is-just-getting-started/
  7. 7 http://www.smashingmagazine.com/wp-content/uploads/2013/04/mobileonline_pie2.png
  8. 8 http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings/Overview.aspx
  9. 9 http://marketingland.com/google-survey-what-users-want-from-mobile-sites-22606
  10. 10 http://www.lukew.com/ff/entry.asp?1691
  11. 11 http://bradfrostweb.com/blog/post/performance-as-design/
  12. 12 http://www.smashingmagazine.com/wp-content/uploads/2013/04/responsive-sites-large_mini.png
  13. 13 http://futurefriend.ly/
  14. 14 http://trentwalton.com/2013/01/07/flexible-foundations/
  15. 15 http://foundation.zurb.com/
  16. 16 http://twitter.github.com/bootstrap/
  17. 17 http://www.smashingmagazine.com/wp-content/uploads/2013/04/framework1-large_mini.png
  18. 18 http://foundation.zurb.com
  19. 19 http://www.smashingmagazine.com/wp-content/uploads/2013/04/framework2-large_mini.png
  20. 20 http://clearbold.com/bootstrap
  21. 21 http://www.webstandards.org/about/mission/
  22. 22 http://www.webstandards.org/2013/03/01/our-work-here-is-done/
  23. 23 http://www.webteacher.ws/2010/10/14/aria-roles-101/
  24. 24 http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings/Overview.aspx
  25. 25 http://www.lukew.com/ff/entry.asp?933

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Mark Reeves is a web developer and founder of Clearbold, a development & consulting practice focused on content management and front-end web development. You can find him on Twitter, subscribe to his newsletter or visit Clearbold.com.

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  1. 1

    Thanks Mark, great article! Might make this a go-to resource next time I need to convince a client to support mobile. Quick review thing: I think the percentages in the Pew graph are flopped. Cheers!

  2. 4

    I agree with this statement: “We’re trying to deliver a website to our clients that will hold up for a few years’ time”. If you purchase or build a website that remains competitive for three years, then you have achieved the goal.

    Mobile enhancement, or any new development, is easier to appraise when you consider its value over time instead of a lump sum due at the beginning. Consider digital projects amortized over a minimum of 24 months including future maintenance. For simple math lets say it costs $1K/mo and you have 10K mobile users = 10 cents/mo per user.

    As a client, your time value of mobile upgrades in the near future will be positive because mobile usage climbs daily. Even if your visitor count doesn’t rise, your customers will migrate to phones instead of desktops. It’s likely your mobile usage doubles in two years and you will only be paying 5 cents per month to support each mobile user. The value of your investment per user just doubled without lifting a finger. If you hustle to grow your traffic during the same period, then you’re really making hay.

    • 5

      Yes, I think overall, focusing on sustainable, long-term solutions & planning vs. websites as singularly defined deliverables is crucial. Especially now that mobile has exposed how quickly things can change.

  3. 6

    Excellent article. I’ve passed this on to our print-minded salespeople.

  4. 7

    Great read. Absolutely adore the phrase ‘future-friendly responsive design’.

  5. 8

    I’m completely sold on the Mobile-first mentality. Problem is, I don’t know how to implement it! On its face, the logic presented is sound, and a responsive design can allow for a lower maintenance and upkeep expense, but to date, I have yet to find a resource that teaches you how to create a Responsive site.

    It’s equal parts my fault, as I must have some type of learning disability in that I focus too narrowly on semantics. There is so much bloat in the web development world when it comes to RWD and Mobile-first. Everyone wants to be the pioneer of their own methodology and as such, there is a lot of noise out there which, for me, leads to a complete lack of comprehension. I’ve yet to get an “AHA! moment” and even now am still scouring the web for a Mobile/RWD tutorial that actually teaches me something.

    Sure, I understand the concept behind it. Fluid grids, media queries causing breakpoints are certain resolutions, building the site with Mobile concerns first and foremost, then enhancing the experience upward. But I just can’t seem to wrap my head around the how-tos. Mayhaps information on how to prototype a RWD project might be more enlightening for me.

    • 9

      Check out this article on “Mobile-First” RWD –
      http://bradfrostweb.com/blog/web/mobile-first-responsive-web-design/

      And another by Brad Frost –
      http://bradfrost.github.io/this-is-responsive/resources.html#getting-started

      His “This is Responsive” site has everything imaginable on RWD.

      • 10

        Thank you Cam. I will give this a thorough reading. I definitely have not come across this particular resource, but if it makes me finally get that “AHA!” moment, then I owe you a 12-pack of your fave brew.

    • 11

      I’m with you and had the exact issue. I had been reading about RWD for about 2 years before actually diving in. Then I took a deep dive, doing a pet project fully responsive, mobile-first. It’s not a trivial redesign, more like a massive one, covering 120 unique pages. It goes very far beyond the trivial examples seen on blogs (stack columns, change font size…the “quick fix” approach).

      Only a few months into this project I had the AHA! moment. Actually I had several ones, and I only had them because I took the plunge. I coded myself into a corner several times. When I see a “best practice” now (such as mobile-first instead of desktop-first, choosing your breakpoints, avoiding absolute units, em-based breakpoints instead of pixel-based breakpoints, and so on), I understand it, because I have experienced the pain of not following it.

      Having experienced some of this pain, I now truly get RWD. And I’m a better developer for it, for many years to come. It’s not an evolution, it is a revolution, a fundamental change. You have to get it in your DNA, and the best way is by getting your hands dirty on a non-trivial project.

  6. 12

    Great article Mark. Everything we say is wrapped up in this “post” but just not as articulate. I will reference this in the future.

    It really is crazy how quickly this statistic has gained traction. It wasn’t that long ago that this was something very progressive…that clients didn’t even know what responsive meant. Now, I have a client with mobile use of their site at around 35% (obviously above average but…). With numbers growing like that…there is less and less we have to do besides correctly implementing the right solution.

    Thankfully, however, we have this read to help us guide the client who needs us in these next few months of overlap (uneducated/educated).

    Thanks again, great read.

    Cheers.

    • 13

      Thanks!

      One thing I didn’t get to include when going to press is a client we’re doing a responsive retrofit for. There’s a jQuery library for this that was covered here on Smashing Magazine. We peeked at their Google Analytics account when reviewing options and found more than 20% of their traffic was mobile-based. It really is crazy how fast things are changing and how easy it is to identify the need to support mobile.

      • 14

        We looked at stats for over 20 of our client sites recently and found that Safari was the most popular browser used for just under half of them (Internet Explorer being the most popular for the majority of the rest), and 81% of the Safari users were on iOS. I knew that mobile Internet usage was on the rise, but I was surprised how much iOS browsing was dominating.

  7. 15

    Excellent info, thank you! The Google report “The New Multi-screen World:
    Understanding Cross-platform Consumer Behavior” is a great tool for bringing prospects up to speed on how the web is used today. It does a nice job of introducing clients to multi-screening, which goes unnoticed by folks who don’t carry a smart phone or use it to its full potential. Once clients understand the popularity of multi-screening, they quickly realize that they can lose a lot of potential customers on the train so to speak, before they get to the PC or laptop stage of the browsing process.

  8. 16

    45% + 55% + 17% = ?

    • 17

      The 17% is a subset of the 55%. 55% of cell phone owners go online via mobile. 17% of cell phone owners are mostly mobile, which means that they’re part of the 55%.

      • 18

        I think I understand the intent, but all I see when I look at that pie is 45 + 55 + 17 = 117, and my brain just starts fighting with itself over which value on the pie is a typo.

  9. 19

    This is a great article! Finally someone who thinks about how to convince the client to go mobile. We pitch this every time to new prospects, but the usual answer is “we dont need mobile right now, maybe at some point later…” This reminds me when people were advertising on yellow pages and said “we dont need a website…”.

    We usually look at their analytics and if total traffic exceeds 10% from Mobile, we basically tell them, that Mobile first is not an option, but a necessity. Google is changing the algorithm this year and will start lowering quality scores on ppc accounts and organic search if you dont have either a responsive of adaptive site.

  10. 20

    Fantastic! I’ve been campaigning the “mobile imperative” as a staple service offering now in our proposals to clients.

    The breakdown of “typical” client response/barriers is so helpful in that all important pitch- thank you.

  11. 21

    Recently had a client who I was able to take the responsive design plunge. They understood that they needed to move into the mobile-friendly realm. The real problem came during the design and build. They couldn’t get their minds around some of the design practices used to make the site more user friendly when displayed on phones/tablets. Going “mobile first” we addressed certain usability issues with greater white spacing, font size, content placement, etc. All became battleground issues. They still wanted to stuff as much information on the site as they could. I finally gave up and fed them what they wanted.

    Just need to take it as a learning experience. Next time I will provide a clearer picture of what is in store.

  12. 22

    Great article . this is very interesting article. it can be good for everyone.

  13. 23

    Excellent article, indeed.

    Absolutely love the breakdown of typical client responses when looking for a mobile website.

    At http://mob.is.it we strive everyday to educate our clients and make them understand a properly-designed mobile-optimized website is not an option anymore.

    The objection I see the most is the website / app conundrum. Apps are indeed fascinating to the eye of customers (believe me, I get it), but what people fail to foresee, is the resources needed to build / refine / market / sell the app.

    Apps are far more difficult, costly and demanding to create and maintain than a website. The problem is I usually manage to lead our customers to this realization only after a 30-min talk.

    I guess the app / website dichotomy encloses the same reasoning that lies behind a luxury object vs. a standard object. You can have exactly the same for less, but the fascination aspect plays a very important part in the purchase.

  14. 24

    There is a niche market for sell more sites for mobile. Living in a big city where people dine out a lot tends to pose a challenge when trying to look up a restaurant’s website on mobile devices. There are still a ton of restaurants with Flash sites, some of them have menus that have been scanned in from the print version and are hard to read while others have sites that simply don’t play well with smaller screens. Not all restaurants are listed in the city guides either and often time the city guides aren’t updated. So I’ve taken to becoming friendly with restaurant owners and staff. Once you let them know that spending a few bucks in upgrading their sites to be device independent will = more revenue when their sites become more accessible everywhere, they’re hooked.

  15. 25

    I recently began creating my website’s for small business clients using Responsive mobile design coding. I am able to sell this much easier than when I offered a separate fee for a mobile version of their website. It is easier for me to create just one site for each client and have it work beautifully on all devices. My clients are genuinely impressed and ultimately I gain more clients as a result. The good thing is now that many WordPress templates are being made Responsive, this can make it easier for web designers to incorporate this feature quickly. Responsive design is here to stay! If interested, visit my web design portfolio blackslatestudios.com/portfolio for all my mobile friendly Responsively designed sites.

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