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17 October 2017 | News & Trends

Are you punishing your business by making this mistake? Why responsive Web Design in so important!

In 2015, mobile web users outnumbered desktop web users globally in overall internet use for the first time. Since then, the growth of mobile over desktop use has grown substantially. There is no going back. If you and your business are not mobile ready, you’re in trouble, and the internet is leaving you behind.

Having a website is critical in terms of online visibility for any business regardless of its size whether your business is for a local neighbourhood or a global brand. However, the criteria set by the search engines and Google mean if you’re not mobile responsive you’re not easily visible.


In the UK alone mobile enjoys 61% of all search traffic. If your site isn’t mobile ready, just how many potential customers are you missing out on?


Punishment From Google

In the good old days, you could rely on the idea that Google would crawl your site at least once every six weeks, but much has changed since then. Every time your site is crawled, Google places a value on your site, which evaluates whether it is worth returning to and when. Right at the top of the evaluation criteria is how easy it is to access your site from any device.


Mobile Ready Or Mobile Responsive?

This is where it becomes important to understand the difference between mobile friendly and mobile responsive. It’s easy enough to make your web page scrunch itself up to fit on any screen, but that hardly helps the user experience.

A large “mobile friendly” page with multiple columns becomes impossible to read on the small screen a mobile phone. A mobile responsive page will respond according to several factors when the page is opened. Naturally the first is screen size, but a well coded responsive site will also be able to identify the type of device and the operating system it is running on.

The difference is eye opening. A fully responsive site will literally shape-shift according to the needs of both the user and the device. Scrolling will change, navigation will change in line with the user experience. Everything remains readable and viewable, and Google simply loves that.


Going Local

If your website is difficult to access or navigate by traffic that is using a mobile phone or tablet you’re going to lose business, especially if you’re a local business. Mobile responsive sites are designed to do more than shift shape. If your developer has optimised your site effectively, when you’re searched and found on Google, the user will be able to click on your phone number and call you there and then.


Did you know that Google leads 50% of mobile search visitors to visit stores within one day and 18% of searches on a mobile phone convert to a sale within 24 hours?


For example, if you’re looking for a Web Design Business in Tunbridge Wells, and the companies site has been properly built to be responsive, you will not only find it on Google, you will find it in the first few search result pages. Not only that but a mobile responsive site it will also enable the person doing the search to identify where it is on a map, the phone number and exactly how far the user is from their premises. They can then act on that information immediately, and statistics provide evidence that customers love this service and that means more sales for your business.

Having a responsive website will capture all the potential traffic sources regardless of where or what the search is coming from. Because mobile devices are geolocated in local search, an adequately indexed site will have high placement on the search engines, driving the return on investment that you’ve made in setting up a responsive site.

A site that is not responsive will be relegated to the back end of Googles index, giving your competition the upper hand.

Your website has a sell by date – design and search trends change, so stay on top of them. If your site is not responsive, does not have regular content updates and the design remains well behind current trends, there is an enormous risk of it being deindexed altogether. That would mean that you become completely invisible on desktop versions too.


It’s More Than Just Google

Google isn’t the only search engine. Yahoo, Yandex, Bing all use algorithms that favour mobile responsive sites and so even the visibility you gain from the presence in their indices, will also be lost once your site starts ticking fewer and fewer of the boxes linked directly to the mobile responsiveness.

Technology trends don’t move backwards. The growth of mobile search and use of the internet in general means that while desktop may never become completely obsolete, technology favours the mobile and investment lies in mobile development. Mobile access is as high as 90% in countries like the Philippines, which is expected to become the norm globally over the next five years.


How Responsive Are You?

Why don’t you check out how responsive your site is with Google’s nifty tool. If your website isn’t cutting the mustard, get in touch today and find out how we can make your site mobile responsiveness so you can attract more business and get yourself back in Google’s good books.


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