Pick up your phone, open your own website and count to five. In that time, could a stranger tell what you do, where you do it and how to reach you?

That small test says a lot about how many customers your website wins or loses. Most people who look you up will do it on a phone, often while they are already on their way somewhere. This post explains why the phone version of your site is the one that counts, how to run the five-second test properly, and the fixes that usually cost little or nothing.

Why the phone version is the one that counts

Two facts from Google explain it.

People who search nearby act fast. Google reports that 76% of people who search on their smartphone for something nearby visit a related business within a day . Your website is often one of the last things they check before they decide.

Google looks at your mobile site first. Google's own guide to mobile-first indexing says it uses the mobile version of a site's content for indexing and ranking.…