The other day, I was hit by a headache.

I've suffered from migraines for a long time, so I'm fairly used to a certain level of pain, but this headache was different from usual—there was a "numbness" to it—so I got worried and hurried to find a doctor.

My search terms were

"Kakegawa City headache"
"Kakegawa City neurosurgery"…

There were no headache specialists or neurosurgery clinics in Kakegawa City (only a general hospital), but I found a neurosurgeon in Fukuroi City, next door to Kakegawa.

A friend of mine who works at a hospital had just recommended that very doctor to me, so I decided to go there.

At that time, something struck me all over again.

"When you really need the information, you'll read the text even on a website viewed on your smartphone…"

That neurosurgery clinic's website had very detailed pages explaining headaches and introducing the doctor.

It was my first time seeing this doctor, and the hospital was more than 30 minutes from my home, so not only did I have no idea what kind of hospital it was, I wasn't even sure of the location. But after looking at the website I felt, "I could trust this doctor," and that's what finally made me decide to go.

When building websites—especially smartphone sites—many clients are tempted to cut content, saying things like "If there's a long wall of text on a smartphone, nobody's going to feel like reading it, right?" But:

・Whether on a PC or a smartphone, you should give prospects who want information all the information they need

・Google recommends building sites that serve identical content to both PCs and smartphones, so any discrepancy in content should be kept to an absolute minimum

For these two main reasons, we recommend: "Post the information users need on smartphones too, without worrying about how much text it takes."

"A smartphone site full of text is a bit much..."
"They finally opened our page—won't they get fed up and go somewhere else?"
Of course, we completely understand feeling that way.

But looking back on my own recent experience—struggling to find a facility near me when I needed one—I still feel that when people genuinely want information, they will read it no matter how much text there is, regardless of whether they're on a PC or a smartphone.

To put it the other way around, if the hospital website I eventually found had lacked the content that told me "I can safely trust this place," I certainly would not have chosen that hospital.

"Smartphone users don't like long text" may well be nothing more than your own preconception.

Take another look at your smartphone site and ask yourself whether it truly conveys enough to prospects who are searching for information.