Today, consumers want what they want, when they want it. With mobile Internet use increasing, brands are rethinking their decision to not only have a website, but build one with consumer intent in mind.
A responsive website design creates a huge opportunity for brands to reach and interact with mobile customers. It ensures that your site is accessible, meets current web standards, and brings in new clientele from mobile devices. However, there is more to responsive web design than just making it aesthetically appealing on both desktops and smart phones.
In addition to the benefits mentioned, responsive design is actually required in order for a site to rank in Google when a person is conducting a search from a mobile device. According to Google’s algorithm update, “mobilegeddon“, if your site is not responsive, it will not be returned to a customer’s search query when using a cell phone.
Though often overlooked, a mobile marketing strategy adds value to your brand by connecting with consumers in the moments that matter. This blog post intends to educate and shed light on how your company will benefit from a responsive, mobile-friendly website.
Paying attention to what Google loves is imperative to your success online. Google clearly loves mobile-friendly websites considering they have ranking priority over sites that lack a responsive framework. Thus, the goal of a responsive website is appealing to both viewers and search engines.
Since consumers have the tendency to trust higher ranking companies, it should be a priority to target mobile users through a responsive website that gains visibility in online search results. Making sure that your website is available to potential customers no matter where they are or what device they are using is how you will win over their hearts… and wallets.
From an SEO perspective, it is also better to have a responsive website developed rather than navigating viewers to a separate URL to use a mobile version of the website.
It is important to note the difference between a responsive website and a mobile site. Before responsive design came along, many websites presented users with the option to click on either the desktop view or mobile view, which linked to a different URL.
Responsive design eliminates the need of having two versions of the same website. Since responsive websites use only one URL, it is painless to optimize the site for search engines, and makes it easier for Google bots to crawl and index it’s content.
The purpose of having one website that fits seamlessly across a variety of devices is to create better experience online for consumers as they form opinions about your company.
Speaking for the millennial generation, we are impatient. It takes us maybe five seconds before we get irritated with a website that is not user-friendly and leaves it for a competitor who may even rank below the previous brand.
We become easily frustrated with companies that do not have mobile-friendly and intuitive websites, forcing us to pinch and zoom in on content to be able to read it. We want to be able to tap on your phone number to place a call and click on your address to get GPS directions to your place of business. In our technology-driven society, it would be silly to make the generalization that millennials are the only generation to care about how they experience a brand online.
A website lacking responsive capabilities also implies that your business does not care to stay up-to-date, leaving potential customers with a lasting, negative impression of your brand. Millennials may be what you call “website snobs“, but we expect for credible organizations to always be a step ahead in innovation and trending movements.
Mobile is its own experience and there is no doubt that it has changed how people make purchasing decisions. By putting yourself in the consumer’s position, you understand how an outdated website detracts from their experience online, and can ultimately lead to less traffic to the website. As the world continues to “go mobile,” it is critical for consumers to have access to your website on any device at any time and be found through Google in their on-the-go moments of inquiry. If your site is instantly accessible to users on various devices, you will keep bounce rates low and customer satisfaction high as they engage with your brand online.
Don’t wait to make the shift towards responsive web design.
Erik J. Olson is the Founder & CEO of Array Digital—a marketing agency that enables its clients to achieve their dreams, fulfill their missions, and impact more lives with their services.