While most websites look fine on a modern mobile device, they can also be more difficult to use. Mobile screens are much smaller than desktops or iPads which means viewers must do lots of zooming and scrolling to navigate the website.
Mobile websites are optimized for smaller screens and serve up a much more lightweight experience to the viewer. A well-designed mobile website will typically show a nice, clean navigation menu and will only display the most important information. It will often leave out much of the design and focus mostly on text content. This makes it much easier to navigate on a mobile device and improves usability for the viewer.
Typically, the website will automatically detect the device being used by the viewer and will serve up the correct version. If someone views your website from a normal computer or an iPad, the standard version will be displayed. If someone views your website on a mobile device, the mobile version will automatically be displayed.
A mobile website is almost always going to make sense as a practical first step in your mobile outreach strategy. This is because a mobile website has a number of inherent advantages, including broader accessibility, compatibility and cost-effectiveness.