Focus on target users

Define the target users! The best way is to define user personas. Like this it’s easier to identify with them and keep the design on their needs.

Minimize Distractions

Keep the layout simple and be consistent in color. Show a hierarchy that it’s easier to find important parts fast. You even should use a language that is understandable to the target users. It’s easier to recognize short words.

Boost Desirability

You should keep the design so simple that the important content can be seen really fast.

Nothing is more annoying than searching hours for the information you want. So it’s really important that there is an easy navigation for the user. For example on a mobile site of a restaurant you often search for the meals or when it’s open. These information should be seen in the minute you look at the navigation.

Source:

http://www.seguetech.com/blog/2015/09/14/mobile-website-design-elements-great-UX