Mobile users expect a simplified (and a quick loading) browsing experience. Some modern smartphones can render full websites, but most require pinch-zooming. Clearly, you should focus on delivering a user experience that is free of having to zoom and only display your most pertinent business information for viewing purposes to make the process most effective for your mobile visitors. The most important thing to do when planning a mobile website is seriously think through how your visitors would use the site and which information is most important to your visitors. Easy mapping/direction features? Yes. Quick ways to email or call your office? Yes. Physical brochure order form? Probably not.
Mobile devices make up about 20% of all U.S. web traffic. This means that one out of every five visitors to websites in the U.S. is using a mobile device to do so.