First impressions matter. Mobile users are very goal-oriented and super impatient. Avoid distracting a user from their goals. Keep your homepage and top landing pages simple. Be sure to have a clear call-to-action and a value proposition above the fold. A user should know what to do and why they should stay on your mobile site in a moment’s glance.
I’ve Consulted Over 150 Mobile Sites — Here’s What I Know About Effective UX