It’s 2017 and the days of ‘responsive web design’ being a new fangled buzz word thrown about by wannabe-innovators is well and truly over.
Responsive design is a fundamentally crucial aspect of any digital marketing mix and provides benefits in areas such as SEO, user experience and PPC to name but a few.
You’ve probably heard many companies showboating the benefits of having a silky smooth, mobile-friendly website but, conversely, what are the disadvantages of not venturing down this route?
Find out if your site is mobile friendly with Google’s official testing tool by clicking here.
1. Falling Out With Google
Our favourite search engine has long heralded the importance of catering for mobile devices in the modern day and this was exemplified by its April 2015 “Mobilegeddon” algorithm update (ok, that wasn’t the actual name for it but hey…).
In a nutshell, Google now places a heavy emphasis on mobile friendly website design and uses this as a strong signal when calculating the rank of your website and its individual pages.
As always, the more you centre your site around the user and their experience whilst using it, the higher your ranking will be.
2. Poor User Experience
Ever landed on a site only to find the exact same desktop view squashed down to your 5 inch mobile screen? Annoying isn’t it?
Neglecting users on mobile in this fashion will make it much more difficult to keep your site performing as it should when viewed on smaller screens.
Bounce rates, time on site and average page views per session are all metrics which you’ll find much harder to keep on top form if your pages aren’t capable of adapting.
3. Lower Conversion Rate (On Mobile and Tablet)
A continuation of our previous point – users who are provided with an unoptimised and awkward site to explore will be far less likely to convert than those on your fully-featured desktop view.
This means you could be missing out on valuable sales, simply as a result of a not-so-stellar website experience.
4. Missing Out On Omnichannel Benefits
As time moves on, customers become more and more demanding upon businesses to deliver excellent service before, during and after a conversion.
Constructing an omnichannel experience is more important than ever as potential customers may interact with your brand multiple times on different devices before any form of sale occurs.
In the digital world, this translates to offering your customers a seamless experience, no matter what device they choose to visit your site on.
5. Poor Brand Representation For an Ever-Increasing Audience
Having a lacklustre domain can portray your business as unprofessional, non-innovative and, worst of all, not digital savvy.
In much the same way as you should be focusing on your product/service, tone of voice, copy, imagery and other marketing assets, your domain itself deserves a great deal of time and attention.
Many businesses are finding their website becoming their primary sales channel as society delves deeper into the digital rabbit hole, and this means it is paramount to provide the best experience possible to your customers, whether they are at home or on the go.
If you’re yet to venture into the mobile-friendly new age and want to stay clear of archaic web design’s numerous disadvantages, contact the Swordfish Marketing team and find out how we can help your business grow.
IMPROVE YOUR WEBSITE