Essentially, if you website is not immediately viewable on an hand held device in responsive format then your customers are simply going to exit and look elsewhere. If they are on their phones and looking for a product or service Australian consumers have come to expect a viewable experience that’s obvious, clear, accessible, and really straight forward. If you put even the slightest hurdle or road-block in their way the ramifications are enormous. Lost business, reduced brand credibility (imagine Qantas, Virgin or David Jones websites were not responsive). Clients would desert them in huge numbers. Great for the competition but not so good for your business. This is the main reason why you now need to consider responsive sites as an integral part of your marketing mix and online communications.
As a small business owner or even part of a large marketing team it is more than likely that the responsibility of managing the company websites falls squarely on your shoulders, so its important to understand the fundamentals of responsive website design and how it can impact your business.
What does Responsive Web Design Really Mean?
Basically, it is what it says it is. It quickly responds to the size of the screen you are viewing the site on. It makes the viewing experience much more pleasurable, by automatically adjusting images, content, page layout, restructured navigational elements to fit snugly on the screen. Which theoretically should drive more new business and sales based on the fluidity of the sales process. Its really a no brainer; just make it easy for the consumer to buy from you and they will. A great example of what I’m talking about is look at this blog on your desktop and then try your mobile. You will clearly see what I mean.
Mobile Versus Responsive Websites
It is important the you know the difference between the 2. I have already explained the responsive site, but a mobile website is completely different. Many people think they are one and the same when in fact they are not. So how are they different?
1) a mobile site has a completely different URL structure that begins with a m. So for example we would have the URL m.hoppingmad.com.au where a responsive URL is exactly the same as the desktop.
2) Having a separate URL for your mobile site means that there is new hosting fees
3) Because you have a new site this will have an impact on your search engine rankings on Google as this is a new site and independent of your main (probably already established) URL.
4) Responsive design generally follows the look and feel of the desktop version which is great from a branding perspective but with a mobile site you can have a completely different design. This has its advantages as you can focus on key areas of the business and radically reduce the size of the website ( to make it easier for the mobile consumer who does not want to read loads of information), to only a few key pages. Again I am on the fence about this but if I would have to weigh up all the pros and cons I would go the responsive version.
SEO and Responsive Web Design
Watch out because this year Google is going to come down hard on sites that are not responsive:
On the 21st April 2015 Google will be adding mobile-friendly factors into its organic search-ranking algorithm.
– We have already seen Google highlight mobile-friendly sites next to meta-descriptions and they will now use this when determining to rank a website, depending on the device the search is made from.
– “Google said that on April 21, 2015, Google’s mobile ranking factors will not only label your site as mobile-friendly, but will also use that to determine if your site should rank higher in the search results. Google said this algorithmic change will have a “significant impact” in the mobile search results, impacting all languages worldwide.” (Extract taken from searchengineland.
– The quality of the user experience is now at the forefront of successful search engines. Google developers recently stated “users will find it easier to get relevant, high quality search results that are optimized for their devices.”
– The mobile-friendly ranking algorithm will crawl websites on a page-by-page basis as opposed to the traditional site-wide crawl and indexing process. Gary Illyes from Google’s Webmaster trends analysis team advised, “this algorithm is run on a page-by-page basis. So if you have 10 web pages on your website and 5 of them are mobile-friendly and 5 are not, then only pages that are mobile friendly will benefit.”
– This algorithm will also analyse how well a website responds to tablet, notebook and different types of mobile phone devices. Developing a responsive website will ensure users do have a positive experience on your site regardless of which device they are searching from.
– Websites that do not evolve in-sync with the constantly evolving technological world will inevitably fall behind.
Responsive website design is now the NORM for all sites that are being designed and developed currently – this trend is here to stay and will only grow further.