B2B mobile design should focus on tasks, not just whether the layout fits on a smaller screen. That could migrate back to the desktop site.
For years, the main question about mobile websites has been whether they were responsive to the device. Does the page fit the screen? Does the text remain readable? Do the buttons avoid being too tiny? These still matter, but they’re no longer enough.
A mobile website should not just be a miniature version of the desktop site. It should help visitors do the things they are most likely to be trying to do on a phone.
Mobile visitors usually have more practical needs than the big-screen desktop user. They might want a phone number, a datasheet, an answer to a technical question or a quick way to send an enquiry.
This is why mobile websites should behave more like tools. That might mean making the most useful actions the most prominent. Contact details should not be buried in a footer; forms should be simple to complete, and product pages should make specifications readable without endless pinching and scrolling.
‘Downloads’ are a particular issue. They should provide the visitor with a readable document, not an option to save one, because who knows where a genuinely ‘downloaded’ file ends up on their phone? A really great idea is to offer, alongside every document-download button, an option to email the document to the visitor.
We should also think about repeat use. In some B2B sectors, customers and prospects may return to the site on mobile devices for practical information. Order codes, support contacts, delivery information. These are boring but valuable moments.
I’m not suggesting we replace mobile B2B websites with apps, but the app mindset is useful: what does the user need to do and how quickly can they do it? Too many B2B mobile sites are admirably responsive but still unhelpful. They resize the page, but not the thinking.