As we mentioned in Monday’s post, we are planning to dedicate an entire week of the Free Line in order to help you stake a claim in the mobile web. Although it might seem to be difficult at first, programming a site specifically for a phone can actually be quite easy once you get the hang of it. After much discussion, we decided that it all comes down to five key ideas — form factor, content, load times, competition, and innovation.

1. Form Factor – As many of you already know, the way you hold your phone dictates the way your site is loaded. Some sites look good viewed from the “vertical” position, but tend to fall apart when put into horizontal “widescreen” mode. This section will help you construct a site that everyone — vertical fans, landscape fans, and even traditional desktop fans — can truly get behind.
2. Content – Despite what you might have heard, putting a block of text that rivals “War and Peace” on a site designed for an iPhone or Palm Pre is not a good idea. It might work for a traditional site, but not one designed for a five-inch screen. Still, that doesn’t mean that your content should be “dumbed down” for mobile users. Other ideas covered in this section include image size, link usage, and the pros and cons of using Flash.
3. Load Times – Allow us, if you will, to hit you with a harsh truth: It takes a phone longer to load a site than it does a desktop or laptop. It all comes down to the hardware. It honestly doesn’t matter how good your personal WiFI setup is or how reliable your mobile carrier’s 3G network is. When put through a “real world” speed test, the traditional system will win every single time. This module will help you prepare for that little eventuality without sacrificing things such as style and content.
4. Competition – More than likely, there is someone out there attempting to do what you are trying to do. This particular lesson will show how to learn from your competitor’s mistakes, all while building a stellar, spot-on reputation of your own. Other major points include advertising, branding, and overall marketability.
5. Innovation – This segment will be about the sweet art of creativity. Make it unique. Make it different. Make it a “go-to site” for anyone who uses a smart phone on a regular basis.

…And there you have it. Expect to see the first topic on the list, “Form Factor,” on Monday. Until then, we here at the Free Line bid thee adieu.