What to include on a mobile Web site?

I recently came across USANA‘s mobile beta Web site.  First let me express how glad I am to see USANA, as well as other progressive network-marketing companies, commit the necessary resources to convert their corporate sites ready for mobile devices. Although many companies like USANA, XANGO and Avon are at the forefront of using new media (especially app technology), many MLM companies are leaving their own corporate Web site as low priorities.

Now to the point: A mobile Web site is inherently scaled back so it can load quickly and be easily navigated by nubby fingers. The mobile corporate site is without frills and flash–only the most basic information is necessary. Once companies decide to move forward with a corporate mobile Web site, they are quickly confronted with an interesting dilemma: what information is necessary to communicate the corporate brand?

Now take a look at www.usana.com on your mobile device. The USANA marketing team is including four basic links: Products, Opportunity, About USANA and The USANA Difference.  Inside these links is a small bit of text explaining the gist of the USANA program. There are no athlete endorsements, no new book promos from Dr. Wentz, no manufacturing  quality boasts, no calls to social media, and no claims of being the scientific king-of-the-hill.  Only the most basic information is included.

The site is still in beta mode, so I can only assume there will be more information added–as there should be.  USANA needs to be able to differentiate itself in a sea of MLM competitors.  However, I think we would do well to pause and consider that less information may be sufficient for potential distributors to make an informed decision.

We would all do well in considering just how much information is needed our corporate identity.  If Web devices forces us to limit what information to display, should we be just as choosy on our full corporate site?

Toby Palmer
MLM Corporate Network, Founder