May 17, 2021 12:00 AM
Does your business have a mobile responsive website? Can any business website live without mobile responsiveness?
Web presence is where and how your business is located on the Internet. Your company’s web presence includes the website, blog, pay-per-click advertising, YouTube videos, and social media accounts. It’s basically all of the content about your company that exists online. This includes user-generated content like comments and reviews of your business. You might say it’s your digital footprint. Without it, no one will know that your business exists.
If your business is not using the above listed platforms and tools, then your customers will have a difficult time finding you. Your business cannot rely on foot traffic alone for new leads and profits. That’s why it’s crucial to know how to build web presence and especially how to integrate mobile responsive design into your strategy.
Your Website and the Customer’s Journey
Web presence is not only about discoverability. It’s also about guiding the customer through the sales process from start to finish; otherwise known as the customer journey. There are different ways to achieve this. Your website serves as the springboard for your web presence and sales. This is where customers discover your business from basic information about your company to content that builds credibility, authority, and trust. Most importantly, your website is a way for customers to contact you and make online purchases.
Your pay-per-click advertising, whether it’s paid search or social media ads, expands your reach to new audiences and keeps you top-of-mind with existing customers. Tools that target audiences allow you to reach demographics of customers who are searching for your products and services. Targeted audience messaging encourages potential customers to return to complete their purchase.
Your business social media pages build relationships with your existing customers and introduce you to new ones. Engaging with people, sharing content, and responding to customer questions help build your brand. This connection keeps these customers engaged and bonded with you rather than your competition.
Now, you may be wondering how mobile responsiveness has anything to do with your business’s success. Read on to find out what mobile responsive design is and how it’s changing the digital marketplace.
What is mobile responsiveness?
A mobile responsive website’s content and layout adjusts or “responds” to the size of the screen it’s running on. The website changes automatically to fit the mobile device screen. You may think “Oh, this is something we can add later on,” but you may be missing out on potential sales and opportunities to reach new audiences.
Has your business implemented a mobile strategy? Do you have a mobile responsive website?
If not, please read on.
Maybe you do already have a mobile responsive website, but let’s say you have one through a template website service like GoDaddy for example. They have some great looking template sites that adapt to mobile devices; however, fitting your website onto the screen isn’t where mobile responsiveness stops. There’s more to it than that.
In fact, many small businesses think their business is mobile friendly when they’re not. They believe this because they have a limited idea of what mobile responsiveness encompasses.
Shrinking the desktop website to fit a smaller screen gives the misconception that you’re using the same content but in a smaller form. That’s true, but that doesn’t include the need for addressing the content itself as mobile responsive.
Mobile responsive content?
Yes, the content you create for a mobile device should be a bit different from that of a desktop. A smaller sized device doesn’t hold as much power to download what a desktop can, so you’ll want to make sure that a mobile device can handle the same media such as videos, animation, and other graphics.
Why is having a mobile responsive website important?
No one wants their customers to be inconvenienced when searching for their business online. If a customer visits a non-mobile responsive website, they most likely have to adjust their screen by pinching and zooming out to read the content. This inconvenience may send them to search for other companies (your competition), and then the customer journey has ended. No one wants that to happen. So, mobile responsive design does matter.
Think about the graphics. If your website has too many graphics or download-intensive ones, the customer’s mobile device may stall because the download is too much for their bandwidth to handle. Either the site crashes on their device, or they click away to another company’s website.
Think about user intent. The intent of a customer using a mobile device will be different from that of a customer using a desktop. The mobile customer is looking for something on the fly. Perhaps they’re looking for a restaurant to eat dinner at, so they search on their smartphone for “restaurants near me”. If your website piques their interest, your content should quickly address the questions they may have. You’ll want to have info like your restaurant’s location, contact number, hours of operation, and menu readily available and easy to read. The mobile customer will be less interested in reading your blog articles. Their buying intent is stronger than that of a desktop searcher.
A completely mobile-optimized site makes it easier for the user to find, read, and navigate the content on the tiniest of mobile device screens. You’ll need a software development team that can address both desktop and mobile website development and SEO. Remember, you’ll need to track the analytics for your mobile website separately from the desktop site. This all requires an organized mobile strategy as well as the smarts and ingenuity of a development team who specializes in mobile responsive design. Viviscape specializes in mobile responsive website design and development for small and mid-sized businesses.
Mobile Responsive Design Is the Wave of the Future
The idea of mobile responsiveness along with the code changes and technical adjustments needed to pursue it may feel a bit intimidating for non-coding experts. Not only does mobile responsive design require changes in code and design, but also in how your content addresses user intent. These are equally important and all work in tandem to deliver a seamless experience for the customer.
The team at Viviscape is here to help if you have any questions about how to make your company website mobile responsive and how to market to a mobile-device audience.
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