One thing is for certain, whether you love an Apple, or prefer an Android, the dominance of the smartphone is here to stay and companies – small and large – have got to start waking up to the fact that this platform will be one of the major ways people access the internet in the future.

Any SEO agency executive will tell you that the mobile website can reap dividends when it comes to making a website work for their clients, but companies are still reluctant to embrace what is a superb opportunity for the future.

Smartphones now dominate mobile sales and soon most of the adult population will be comparing their Apple’s with their BlackBerry’s, and this is the way they will surf the internet in the future.

The problem is if course, that smartphones, no matter how clever they are, do not (yet) have the power of a laptop, or tablet, so are limited in their ability to handle complex websites. Nor do their screens allow for a good viewing experience.

So it’s almost a quite large step back in terms of the technology involved and that upsets many webmasters and website owners who are continually looking for ever more complicated websites. Which means that effectively two strategies have to be run side by side; the main website, together with the mobile website. One complicated and forever expanding; the other simplified and set within certain parameters.

But, the advantage is, that one can learn from other. And most importantly, the main website designers and builders can take lessons from the mobile sites, in that complexity should not get in the way of the message.

Attribute to: Neil Martin, Cayenne Red.

Neil Martin is a digital marketing consultant with Reading-based Cayenne Red and is a regular contributor to the media on how companies market themselves in the digital age.