Last summer, I met with a bed and breakfast owner from Minehead who couldn't understand why her bookings had dropped off. Her website looked brilliant on desktop — beautiful photos of the seafront views, easy booking system, the works. But when I pulled it up on my phone? Disaster. Text you needed to pinch and zoom to read, buttons too tiny to tap, and her booking form? Forget about it.

She's not alone. I've been building websites for Somerset businesses since the mid-1980s, and the shift to mobile has been the biggest change I've witnessed. Yet many local businesses still haven't caught up.

The Mobile Reality Check for Somerset Businesses

Here's what's happening right now: over 60% of all UK web traffic comes from mobile devices. For local searches — "plumber near me" or "café in Watchet" — that number jumps to nearly 80%. Think about your own behaviour. When you need something local, don't you reach for your phone?

76%

of people who search for something nearby on their smartphone visit a related business within 24 hours

I've seen this play out countless times. A few months ago, I redesigned a website for a garage in Bridgwater. Within three months of launching their mobile-friendly site, their phone enquiries increased by 40%. Why? Because people could actually find their phone number and tap to call whilst stuck on the roadside.

Google's been crystal clear about this since 2015. They prioritise mobile-friendly websites in search results. If your site isn't responsive, you're fighting an uphill battle for visibility.

What Makes a Website Mobile-Friendly?

A mobile-friendly (or responsive) website automatically adjusts to fit any screen size. It's not about having a separate mobile site — that's old thinking. Modern responsive design means one website that works brilliantly everywhere.

Key Features of Mobile-Friendly Design

I always test websites using Google's Mobile-Friendly Test tool. It's free and gives you a clear yes or no answer, plus specific issues to fix.

The Real Cost of Not Being Mobile-Friendly

Let me paint you a picture. You run a restaurant in Taunton. A couple visiting from Bristol searches "restaurants in Taunton" on their phone whilst driving into town. Your competitor's mobile-friendly site loads instantly, shows today's specials, and has a big "Book a Table" button. Your desktop-only site? They'll give up before the page even loads properly.

Lost opportunity: 88% of consumers who search for a local business on mobile call or visit within 24 hours. If they can't use your site, they'll use your competitor's.

It's not just about losing individual sales. Google actively penalises non-mobile-friendly sites. You could have the best fish and chips in Watchet, but if your website fails Google's mobile test, you might not even appear in local search results.

The Accessibility Factor

There's also a legal consideration. Under the Equality Act 2010, UK businesses need to make reasonable adjustments for disabled customers. That includes your website. Mobile-friendly design often improves accessibility — larger touch targets, clearer layouts, and better contrast all help users with various disabilities.

What About My Industry?

I hear this question a lot. "But Marcus, my customers are older" or "We're B2B, surely they use desktops?" Let me share what I've learned from real Somerset businesses:

Tourism and Hospitality: Earlier this year, I helped a camping site near Dulverton go mobile-friendly. Their bookings from last-minute mobile searches doubled. Tourists plan on the go.

Trades and Services: A plumbing firm in Williton saw emergency callouts increase by 35% after adding prominent click-to-call buttons. People with burst pipes don't boot up laptops.

Retail: A boutique in Minehead started showing stock availability online. Mobile users checking "in stock" whilst in town increased footfall by 20%.

Professional Services: Even a solicitor in Bridgwater found that 40% of their initial enquiry forms came from mobile devices. Business happens everywhere now.

Making the Switch: Practical Steps

If your website isn't mobile-friendly, you've got three main options:

1. Responsive Redesign

This is usually the best long-term solution. A complete rebuild using modern responsive frameworks ensures your site works perfectly on all devices. Yes, it's an investment — typically £2,000-£5,000 for a small business site — but it's an investment in your business's future.

2. Mobile Retrofit

Sometimes we can modify an existing site to be mobile-friendly. This works if your current site is relatively modern but just needs responsive features added. It's quicker and cheaper but might have limitations.

3. Start Fresh

If your website's more than five years old, starting fresh often makes more sense. Web technology moves fast, and older sites can be costly to maintain and secure.

Quick win: At minimum, ensure your contact details are easily readable on mobile and add click-to-call functionality to phone numbers. This can be done in an afternoon and makes an immediate difference.

Testing Your Current Website

Want to know where you stand? Here's how to check:

  1. Visit your website on your phone (not tablet — phone)
  2. Can you read everything without zooming?
  3. Can you navigate menus easily with your thumb?
  4. Do forms work properly?
  5. Run Google's Mobile-Friendly Test for a technical assessment
  6. Check your Google Search Console for mobile usability issues
  7. Ask friends and family to test it on their devices

If you're failing any of these tests, you're losing business. It's that simple.

The Bottom Line for Somerset Businesses

After 40 years in this industry, I've seen plenty of trends come and go. Mobile isn't a trend — it's how people use the internet now. Every Somerset business needs a mobile-friendly website. Not next year, not when you get round to it. Now.

The good news? It's never been easier to create brilliant mobile experiences. Modern web tools and frameworks make responsive design standard, not special. And the return on investment? I've yet to meet a business owner who regretted making their site mobile-friendly.

Your customers are on mobile. Your competitors are on mobile. Google rewards mobile-friendly sites. The question isn't whether you should have a mobile-friendly website — it's how quickly you can get one.

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Need Help With Your Website?

Whether you need a new website, a redesign, or help with SEO — I'd love to have a chat about how Exmoorweb can help your business grow online.

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No obligation. No sales pitch. Just honest advice.

About the Author: Marcus Knapman has been designing websites since the mid-1980s. Based in Williton, Somerset, he runs Exmoorweb — helping small businesses across Minehead, Watchet, Taunton, Bridgwater, and the wider South West build their online presence. With a BSc (Hons) and over 40 years of hands-on experience, he combines technical expertise with practical business sense.