Responsive Web Design
The Death of Unresponsive Design and Why It Matters to Your Business
Today’s technology professionals know that they have two regular jobs. The first one consists of performing their actual skill set, whether that is as a web designer, an app developer, or a social media strategist. The second one is nearly just as critical—keeping up with the latest trends and changes in the tech industry in order to stay at expert level and, in turn, assure that his or her clients stay on top of the competition heap.
One of the most crucial technological elements you can invest in for your business today is a responsive website. Responsive web design is the art of building a website so it can respond automatically to different screen sizes, whether it is a smartphone screen, a tablet, or a desktop monitor.
A proper responsive website will adjust its content, images, and call to action features depending on how it is viewed. The annoying need to zoom in or out when reading content is thus eliminated. With two billion users expected to use mobile for consumer purposes by 2016, a responsive website design is a no-brainer. Although it may require a complete re-design of your current website, you risk much more if you don’t invest:
- Social media and valuable content funnel visitors to your website. Will they bounce when they get there?
Daily social media consumption most often happens on a mobile device. If you have social media and content marketing strategies (and you should!), you know that your site visits should increase when you post social media links to your site and generate more content via your blog and other site pages. In receiving more traffic, you have intrigued, qualified leads at your fingertips, but if your site is frustrating on a mobile phone, you’ll likely experience high bounce rates and low conversion rates. If you’re friendly on social media, but your website doesn’t have the same feel, you’re instantly hurting your chances of making a sale.
- Responsive sites are preferred for Search Engine Optimization (SEO), and an unresponsive site is now a black mark on Google.
This spring, as reports showed that 60 percent of total digital media time is spent on smartphones and tablets, Google decided to support their web users’ interests by leading its algorithms to prefer mobile-responsive sites over non-responsive ones.
By the time you’re reading this, mobile friendliness is a primary ranking criteria for Google, which owns a whopping 80 percent of total search engine mobile market share. Sites that display poorly in mobile will now be penalized in search engine rankings. Use this free Google testing tool to determine if your site is friendly—or Google and your users will do it for you!
- You’ll fail to adapt to newer device screen sizes, and you’ll need yet another new website re-design.
Responsive websites are designed based on screen size, not the device in itself. No matter what screen size your visitor is viewing from, the site will adapt to that size. In the future, as the Apple Watch and other watch devices grow in popularity, and as the television continues to become web-friendly, for instance, your site will still look great, because it will adapt to screen size accordingly.
- Unresponsive sites are usually slow sites—and no one likes slow anymore.
Every second that passes as your site loads is another tick toward the death of a sale. Google PageSpeed Developers recommend that the content above the “fold” on a mobile device loads in under 1 second, with the entire page loading in under 2 seconds flat. This is typically not possible on a desktop website that is attempting to load on a mobile device. When a site visitor has to wait more than a couple seconds for your site to load, there is a high chance that they will leave the site.
- Bottom line, you’re going to save money in the long run.
When mobile first became big, developers were insisting that businesses build two distinct sites for the two different experiences. When you wanted to view the mobile site, you’d put an “m” before the regular site URL. Now, developers can build one site that works across devices, and the site is going to adapt as devices change. As mobile users get frustrated and leave your site, you’re losing money, while upgrading to one, responsive site will ensure that you’ll continue to ensure the same user experience you always have.
Don’t Get Caught with an Unresponsive Site
It’s increasingly important that your website provides an enjoyable, quick, crisp experience for its viewers, especially as different screen sizes are initiated and users become more comfortable with a mobile format.
Many of your competitors are already on the responsive site bandwagon, and you can even check them out specifically using the Google responsive site testing tool above. If you want to stand out, or at least stay in synch with your competitors in an increasingly mobile environment, invest in your business by asking an expert to build your brand a responsive website.
So – you’ve built a beautiful, innovative, user-friendly, crispy speed fiend of a mobile app – and you’re ready to start signing up some users! But wait – do you have an actual plan for new user onboarding?
In today’s digital world, businesses are always on – and competition is high. It’s important, then, that your company increases engagement on your website, by providing your target audience with the right messaging and visuals to convert clients, including fresh content, and a fluid, clean, responsive website.
If you are a business owner at the helm of your company’s branding and marketing strategies, you may feel as if your digital products (like your app, software products, and company website) are sending you full tilt into uncharted business territory.