There was a time just a few years ago when small businesses were learning they needed to have their own domain and website. Business was moving to the Internet, with customers and clients growing accustomed to visit sites on their desktop and laptop computers.
Accessing Your Website from Multiple Devices
Today, however, mobile Internet usage now exceeds that generated by traditional computers, and the movement to phones, tablets and even watches continues to grow. That trend means that if you aren’t using a responsive website, you are losing an increasing amount of web traffic.
You can serve the mobile market by using a separate, web-only website or subdomain. However, most firms find it more effective to use a responsive design with their primary website. The term responsive means that there is code in your website that sizes its display to multiple screen sizes matching most devices used in the market.
If you need any motivation to consider moving to a responsive website design and hosting, here are 7 reasons to provide that justification:
Mobile devices are where the growth is occurring. More than 60 percent of all American adults own smartphones, and that percentage is increasing daily. Currently, more than 65 percent of all web traffic is generated from mobile devices. Today, there are more mobile devices in the world than there are people, and more than 45 percent of all emails are opened on mobile devices. Importantly, responsive design is focused on screen size, not specific devices, so it keep current with new phones and other devices.
Shopping is one of the primary uses of mobile devices. Studies show that more than 80 percent of all smartphone owners regularly make purchases from their phone, and more than 75 percent of all retail shoppers use their phones in stores to comparison shop.
Responsive sites enhance SEO rankings. Google recommends the use of responsive sites and sets their search algorithms accordingly. They do this because of the rapid increase in searches from mobile devices, currently more than 40 percent of all searches. Importantly for small business, more than 75 percent of all local searches are from mobile devices.
Social media use is driven by mobile devices. More than 60 percent of all social media input, including customer rankings and reviews, comes from mobile devices. Links to such sites as Facebook, Snapchat, YouTube, Twitter, Google Plus and other sites are increasingly sourced from smartphones and tablets. From blogging to posting reviews to sharing favorite places, the mobile device is now the preferred medium. If you are using social media as a part of your marketing strategy, you simply must provide a responsive site option to gain the most from your marketing spend.
Customers and clients expect fully responsive access. Just as earlier customers looked at businesses without a website as behind the times, they now see responsive websites as essential. They often use this as a way to unconsciously evaluate your brand and its value to them.
Responsive sites provide faster load times. If a responsive site is coded to the specs provided by Google PageSpeed Developers, the content above the fold will load in less than a second, with the entire page loading in no more than 2 seconds. Most desktop-oriented websites have much longer load times, and this significantly increases the probability a viewer will leave the site before it loads. Studies show they then move to the next competitor on the search listing.
Using one site adds to your overall ROI. Most companies, especially smaller ones, struggle to keep even one website updated and effective. If you run a separate mobile website instead of a responsive design, you increase the costs and support challenges. This focus also adds more traffic and ranking to your website instead of splitting it over two or more.
If you aren’t offering a responsive experience to your customers, you aren’t maximizing the value of your web presence.
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