Mobile First: Definition & Example

What Does “Mobile First” Mean?

Mobile First is a design approach that prioritizes development for smartphones. Previously, websites were designed for large computer screens and only adapted for smaller devices afterward. Mobile First reverses this order: When conceptualizing and designing the site, the focus is first and foremost on mobile devices—on smaller screens, touchscreen navigation, and sometimes slower connections. This approach brings a refreshing sense of focus. On small screens, there’s no room for the superfluous. Essential elements must be immediately recognizable and easy to use. Closely tied to this approach is Google’s practice of primarily using the mobile version to evaluate a website.

Where did Mobile First originate?

Mobile First gained prominence in the 2010s, when internet usage via smartphones began to surpass that via computers. Google acted accordingly and gradually shifted its ranking system to “Mobile First.” This made the mobile version of a website the primary basis for how Google indexes and ranks it. As a result, what began as a design recommendation evolved into a practical necessity.

Why is “Mobile First” important?

A large proportion of all website visits occur via mobile devices such as smartphones or tablets. For many websites, this is actually the most important point of access. A website that functions poorly on small screens—where images and text are too small, buttons are hard to click, and the layout is designed for landscape rather than portrait orientation—will lose many visitors there. “Mobile First” addresses this reality by prioritizing the mobile user experience from the very beginning. Since Google also ranks the mobile version, “Mobile First” also contributes to the site’s visibility.

Advantages

Mobile First offers mobile visitors a good user experience.
In line with Google’s mobile-first indexing, Mobile First can have a positive impact on visibility.
The necessary reduction in content often leads to clearer, more focused websites that also perform well on large screens.

Challenges

The Mobile-First approach requires a shift in thinking when it comes to design and conception—a small, mostly vertical screen has very different requirements than a traditional computer screen. Content and features must be prioritized so that the message and user experience work well even with limited space, without sacrificing substance on larger screens. Converting an existing website to a mobile-first approach can be very time-consuming—a complete redesign of the website is often recommended.

Example

The operator of an online store notices that two-thirds of visits come from smartphones, while inquiries are made almost exclusively via computers. Analysis reveals that the inquiry form is virtually unusable on a smartphone. After a redesign that prioritizes the mobile experience, the form can be filled out effortlessly, resulting in a significant increase in mobile inquiries.