How Responsive web design makes your business more profitable
Responsive web design. You may not be aware of the term, but it’s one of the most important things to happen to websites in the last few years. In fact, by adopting responsive web design you could be potentially increasing your customer base by a whopping 60%!
What is responsive web design?
Responsive web design is the design and build of websites so that they adapt to whatever size and dimension of screen they are viewed on. Previously many businesses had seperate mobile sites for smartphone browsers. The site would automatically detect what device the visitor was using to visit and direct to either the main site or a mobile site on a sub domain.
One of the problems with this system is that the mobile site tends to be a watered down version of the main site. This is to get round the issue of duplicate content. You see, Google will only one set of text to rank in searches. If web pages have copied their text from other sites, they are not allowed to rank. Even if you yourself own both sites, so rather than rewrite entire sites, business owners and web designers would either present a mobile site that was a summary of the main site, or block the mobile site from search engines using robots.txt.
Whilst this gets round the problem of duplicate text just fine, it damages the business because it excludes the mobile version of the site from appearing in searches that are from smaller devices. Big Problem.
Over 60% of web traffic comes from mobile.
According to a report on Search Engine Land, over 60% of searches are done from mobile phones as of November 2016. This means that any business that is excluding themselves from mobile search or not serving up a good experience for smartphone users is missing out on over half of the business available.
Can your business afford to ignore over half of all new enquiries? Thought not. There is, however a solution. Responsive web design.
Responsive websites are fluid. They show a different version of the same page to devices using width breakpoints. They can show different images or content and obviously the layouts are completely different. But, importantly, they are versions of the same web page.
Google et al crawl the content on the page and they can see all the content on the page. This is significant because now mobile search new gets the same results and ‘proper’ websites. Bingo, the 60% of potential visitors that you were missing out on are now able to find your website on search engines and have a wonderful, dedicated experience on your website to boot.
Google prefers responsive web design
As of April 2015 Google added mobile friendliness to it’s algorithm, actively penalising website that were static. So by ignoring responsive web design you are again eliminating your site from search engine results. Google provide a hands tool to help determine whether your site is mobile friendly, visit here. https://www.google.com/webmasters/tools/mobile-friendly/
How to make your website responsive.
There is no real fix for a non-responsive website other than to have it designed and coded again. The benefits of moving to responsive far outweigh the costs of having your site re-made, and why not take advantage of the opportunity and bring your site up to date and look at other ways your site can be made more effective, such as how to improve visitor conversion, or adding a blog and getting involved in content marketing .
So now is the time to embrace the change and move to responsive web design to future proof your business’ online presence.
By Jeff Guest on Monday, November 7th, 2016