If a site isn't mobile-optimized, this can affect revenue

According to a recent BIA/Kelsey report, 93.3 percent of small to medium-sized business websites are not compatible with mobile and won't render successfully on mobile devices.

This is a startling piece of news given how Americans spend approximately 72 minutes per day on their mobile devices for web-based consumption, notes The Atlantic. If a website isn't optimized, it might frustrate the user and undermine future business.

MarketingProfs explains that the best mobile websites contain only the bare essentials rather that "superfluous graphics" and too much text that the user has to zoom in with their finger to view or click on. The seemingly minimal amount of time it takes to perform these actions is actually a fairly large disruption for users, and makes them less likely to return.

If a company already has a mobile website, it should check out a free tool provided by Google to determine whether it needs a redesign. The tool analyzes the site and asks the site manager whether he or she sees any broken images or missing content, if text can be seen without zooming or scrolling and if links and buttons can be clicked with a thumb.

Answering "no" to any of these questions is a sign that the website needs work.

Site developers have three primary ways  of creating a mobile website, notes the news source: Custom web development, using an external publishing platform or utilizing plug-ins for a Wordpress-based site.

Custom web development is the most expensive option, but it also gives the business owner full control over the website's aesthetics. Basically, all the manager needs to do is hire a web developer to create an optimized site and handle all the technical aspects that may confuse others not familiar with code.

An external publishing platform is better for businesses on a budget, since no coding is required. Owners can simply use drag and drop platforms to place elements on a site (such as a sign-up form, links to pictures and click-to-call buttons).

Finally, plug-ins on a Wordpress-based desktop site can automatically display a mobile-friendly version of a site when users access the URL on their smartphones. The media outlet suggests using this primarily for blogs, as there's no definitive way to tell if the plug-ins will work on all phones.