Content is customized for mobile user needs/wants/behavior (condensing/streamlining content as necessary, messaging that aligns with “on the go” browsing behavior, click-to-call phone numbers, etc.)
Copy contains mobile-specific keyword optimizations
Navigation/menus are appropriately streamlined/condensed (hamburger menu, navigation items removed on mobile or converted to icons)
Copy is extremely concise and to the point
Calls to action are visible/prominent
Mobile font size for body copy is at least 14 px (most recommend 16 px)
Touch targets are at least 44 px squared
Clickable elements are far enough apart for easy tapping
Site features alternative mobile-friendly functionality for “hover” or “mouse-over” effects
Site features mobile friendly/optimized video players
Social sharing plugins/functionalities are mobile-friendly
All animations are mobile friendly (CSS, optimized GIFs, HTML5 acceptable formats)
All images are retina (where applicable)
Site has a dedicated logo or specific icon if bookmarked or saved on a user’s device
Mobile site layout works in horizontal screen orientation
Design incorporates adequate contrast of type on background colors/visuals
Site uses responsive design
Site does NOT have flash-based content
Site contains a meta viewport tag and content sized correctly to the viewport
Content is sized correctly to the viewport
Signal to Google when a page is mobile
Page load times have been tested and optimized
BONUS: site uses Accelerated Mobile Pages (AMP)
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