Why responsive web design is no longer optional

When responsive web design first debuted on the scene, it represented an ideal for which businesses should strive. That's no longer the case.

If the website for your business, nonprofit organization, or institute of higher learning doesn't sport responsive website design, you're taking a tremendous risk in terms of traffic and your bottom line.

You want your website to look great no matter how viewers access it.

Your site should look attractive on all devices

You don't want your website's user experience to change between devices. Your web design firm can create a responsive design that will appeal to visitors regardless of how they choose to surf your site. Elements, such as text and images, will expand to fill a desktop or laptop computer screen, then shrink to fit the screen on a smartphone or tablet.

Did you know that smartphone users spend an average of two hours per day browsing the Internet on their phones? While they're waiting in line to order a pizza, sitting in a doctor's office reception area, or riding the train to work, they're shopping for products they need and researching future purchases. If your website doesn't look great on a mobile device, you'll lose those consumers' attention.

You don't want to manage dual websites

Some businesses have gotten around responsive design by creating two separate websites -- one with the "m" designation for mobile. While a dedicated mobile site will improve visitor experiences, it presents its own subset of problems. For one thing, building a mobile website adds extra expenses. You'll essential pay your web design firm for two sites instead of just one.

Furthermore, you don't want to confuse your visitors. They might wonder why your website looks so different depending on how they access it. Plus, you don't want visitors to question your devotion to the site. Savvy visitors will wonder why you're sticking with years-old tactics instead of adopting the current web design industry standard.

Understanding how visitors interact with your website is a critical
part of any inbound marketing strategy.

Gain access to improved analytics

If you have two websites -- one for mobile and the other for full-size devices -- you'll have to split your analytics and reporting efforts. While you can theoretically track this data on both sites, you'll have a harder time consolidating the two and drawing conclusions from the information.

Improve your position in the SERPs

Google uses several ranking signals to decide how a website should place in the SERPs (search engine results pages). Since 2015, Google has used responsive design as a ranking signal. If your website isn't responsive, you might not rank as highly in the search engines.

When your website slips in the SERPs, your business, institution, or organization becomes more difficult to find online. This can lead to unnecessarily lost profits and a decline in overall website viewership.

Responsive design is no longer an optional feature that your web design firm can ignore. Instead, it's an essential part of your marketing efforts.

See how adopting a growth-driven website design plan can ensure your website meets your visitors’ mobile needs: Get your free copy of our Growth-Driven Design Playbook today.

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