The importance of businesses having a mobile-friendly website hit home this week when Google added a new feature to its Google Search.

The feature adds ‘mobile-friendly’ to the description of results that are optimised for phones, so users don’t waste their time trying to visit a website that is only good for desktops.

Google has been testing using icons and text to indicate which sites are mobile friendly for a few months now, but this week marks the company adding it into search for everyone.

It follows warnings from Google earlier this year that websites without mobile sites will also be ranked lower in search results.

This news, coupled with the fact that more and more people are accessing the web on their mobiles and touch pads, means it is almost inconceivable for businesses not to have a mobile-friendly website.

People want information to be accessible immediately and in easily digestible bites. People like brands more when they are offered a satisfying mobile experience. The business world has no choice other than to adapt, as not having a mobile friendly website will mean missed opportunities to attract customers and build a reputation.

Being mobile-friendly doesn’t just mean that a website can be viewed on mobile devices. A mobile-friendly site should be designed specifically for smaller screens, allowing easy navigation via larger touch-screen buttons, and only display relevant information and content for the users’ needs.

Google says that properly configured mobile friendly pages will improve the mobile web, make users happy and allow searchers to experience the full content of the site. It has to be a no brainer.