Put the point first
On a small screen, only a few lines are visible at a time. Begin each page and each section with the most important statement, then add detail. If the first screen does not tell the reader what they will get here, many will leave before reaching the second.
Write like a news report: who it is for, what you do and what to do next come before background.
A useful check is to screenshot the first screen on your phone and show it to someone for three seconds. If they cannot tell what you do, the opening needs work.
Shorter paragraphs and lines
Aim for two to four sentences per paragraph. A paragraph that fills a desktop screen's width and six lines will fill an entire phone screen. Break long ideas into several short blocks, each with one point. Use bullet lists for items that are truly parallel, such as what to bring to an appointment.
Avoid very long sentences, nested clauses and stacked adjectives. Read the text aloud; when you run out of breath, split the sentence.
Headings as signposts
Use clear subheadings every few paragraphs so a thumb-scroller can find the part that applies. Make them informative: 'What the first visit includes' says more than 'Overview.' Keep heading levels in order, since screen readers use them to navigate.
Do not use bold for whole paragraphs. Save emphasis for a few key words.
Resist the urge to hide key details inside accordions that need several taps. Collapse only material that most readers can skip.
Make links and buttons tappable
Write link text that says where the link goes, and space links apart so fingers do not hit the wrong one. Buttons should be big enough to tap comfortably. Phone numbers should be links that start a call, and addresses should open maps.
Avoid putting two links side by side in the same sentence, and avoid tiny footers full of links.
Watch type, tables and images
Use a base font size that is comfortable without zooming, with generous line spacing and strong contrast. Wide tables can overflow the screen; restructure them as short lists or stacked cards. Check that images carry words only where text alternatives exist, since small text inside images becomes unreadable.
Keep the first screen light so it loads quickly on a slow connection.
Test the way people read
Open your key pages on at least two real phones, one older. Scroll with a thumb, rotate the screen and try to complete the main task: find your hours, request a quote, read a price. Ask a friend to do the same while you watch. Note every place they pause or pinch to zoom.
Edit those spots first. Recheck after changes, and again whenever you add a new template or plug-in.
Keep a list of the fixes in order of how many visitors they affect, and tackle the homepage and contact page before anything else.
Common questions
Should I write a separate mobile version of my text?
No. Write one version that reads well everywhere, with short blocks and clear headings.
How many words should a mobile page have?
As many as needed, but organized in short, scannable pieces. Length matters less than structure.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.