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Why your website needs to have a responsive design

Posted on October 01 2015 | Author: Jennifer Kalanda

In any market today, having and maintaining an online presence is practically mandatory.  There is also no shortage of elements to consider, but your company’s website will likely be the first thing your potential customers will see.  So, how will they see it?

Are you mobile-friendly?

Did you know Google now uses mobile-friendly criteria as a ranking signal? 

According to comScore, within Canada, USA and UK, 50% or more digital media time is spent on a mobile device.  As so many users are only accessing content through their smartphone or tablet, it is important to have a mobile-first mindset but to also remember that desktop is still very relevant.

Be more than mobile-friendly.

Simply having a mobile version of your company’s website may not make your company more accessible or generate more business.  Mobile sites are essentially created as separate websites, which are often stripped down, or different from the content offered on the desktop version.  This can result in high bounce rates.  Google may even then interpret high bounce rates as a sign that a website isn’t offering relevant content to users and could lead to a drop in rankings.

Responsive website design.

Responsive web design is a method of design using intelligent coding which helps a website determine what kind of device it is being viewed on and then alter itself to fit to the screen size without any distortion. 

Responsive design ensures the best viewing experience across a wide range of devices, from mobile phones to tablet devices to desktop computers.  This design method increases the ease of reading and navigation with minimum scrolling and resizing.   This also ensures consistency for the user when viewing a website from one device to another.  Sites designed exclusively for mobile devices don’t offer the advanced navigational techniques found in traditional desktop websites.  

Google likes it.

As a website owner, it should be your goal to keep both your customers and Google happy.   A responsive web design means your website only has one URL which enables Google to easily index a website’s content within your domain.  This means that it can improve a site’s Search Engine Optimization (SEO) results.  

Time and money are precious.

A responsive website ensures the best use of your time, since it does not have to be spent on content creation for two versions of a website.   Managing multiple versions of a site also increases development, support and maintenance overheads. 

Generate new business.

If your customer encounters a problem with your site on their preferred device, it is likely you could lose that potential business.  Enhancing a users journey and experience will increase conversion rates and ultimately improve sales.

According to Google’s Think Insights on Mobile, 51% of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful.  And when a brand’s mobile site or app makes it easy for a smartphone user to find answers, 69% of those users are more likely to actually buy from them.

Success with social media.

If your site is responsive you can build social shares for just one URL and when the site does get shared, wherever the link is viewed – whether on a mobile, tablet or on desktop – all of the content will be clear and easy to navigate.  Social shares impact SEO, having multiple versions of the same page dilutes the impact of any shares.


Jennifer Kalanda
Marketing Manager

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