how can I convert a mov file to swf?

You don't. You convert your mov file to a mp4 h264 encoded file, and import that into Flash. Then export to swf (in a folder), and you use that swf in your page (do not forget to upload all the other assets as well).

Alternatively, convert to html 5 video files which are also supported by mobile devices.

Learn more here: http://diveintohtml5.info/video.html

ps you can use the Adobe Media Encoder to convert your mov files to h264. Or to html5 video:

http://www.mirovideoconverter.com/

More help:

http://tv.adobe.com/watch/learn-flash-professional-cc/importing-audio-and-video-into-flash-professional/

http://camendesign.com/code/video_for_everybody

http://www.videojs.com/