No one said it was fair, but Google will now punish your site rankings if you do not have a mobile website enabled starting April 21. That sounds a bit heavy handed but we've been encouraging our customers to have a mobile friendly site for years. Many sites get up to 60% of their traffic from mobile users.
Now, Google is laying down the law. If Google search results (Search Engine Optimization) is important to you then I don't think you have a choice. Luckily, mobile friendly services are built into Your Web Department websites. But there is another piece to the mobile puzzle that Google does not help with. Should the mobile version of your website have a different focus from your main site?
Some people want their entire website available on the phone, but is that right for you? If you're a restaurant then probably the most important mobile tools would be address, map and a phone number link. Maybe the specials for the day, but your story and your complete menu is probably not required for mobile.
If you're a consultant who works from home then you probably don't need a map to your house. An email link, mobile phone link sounds good. Maybe even your LinkedIn link would make sense. A good headshot and content that confirms your expertise and credentials make as much sense on mobile as it does for your main site but maybe it needs to be formatted differently.
As you can surmise, mobile is not just your main site squished down, it requires its own strategy based on what a mobile user needs from your website.
If you haven't gone mobile yet, you have an April 21 deadline. If you don't want to do it yourself, we do have our cost effective (cheap) mobile package. Contact us if you want more information.
One of our clients just got an email from Google Webmaster Tools telling them that their site is not mobile friendly and that Google goons (Goonles?) will come by and break her legs if she doesn't convert. Okay, it was nothing like that but it was a bit of a shock when she forwarded me the email, which I'm including here. If you have a Google Webmaster account, Google is checking on your website to see if it is mobile friendly in advance of it's April 21 deadline.