All emphasis is on immediate conversation - tap phone to call, easy to find contact info, hours, map and so on.
Unlike most responsive design websites, these websites load in under a second, and arrange and limit information specifically for on-the-go mobile customers - which is vital because Google is very focused on speed and user experience!
They incorporate Google's web/app design standards (called Material Design), very familiar to the app-focused mobile market. The mobile system also leverages the company's corporate branding in terms of colors, logo, images and content.
Local searches LEAD TO ACTION - with more than 50% of consumers making their way to a searched business within a day, according to Google.