Your website should tick all the boxes right? Engaging & relevant content, SEO optimised, alt tagged all your photos and have clear call to actions. What else can you do?
One important yet sometimes overlooked aspect of website design that directly affects SEO is Responsive Web Design.
As technology continually advances, there has been a rise in popularity of mobile phone use, not only to make calls and send messages but also browse websites of interest, get news updates, google search and check emails.This is why mobile responsive design should be a feature every website has, as most experts predict the continuing high levels of device usage. And if your website is currently not responsive you are doing yourself a huge disservice and may unknowingly be negatively affecting your SEO efforts.
So, what is responsive design, and how you can you achieve this for your website? I can safely assume that unless you are a designer or marketing professional you may not be familiar with the term.
Responsive design is when a website adapts to the viewing devices screen for a seamless user experience & it is optimised for functionality on any device, whether that is on a mobile phone, iPad, laptop or desktop.
So now you know what responsive web design is, let’s discuss the top 5 advantages of having a responsive website, and why your business will benefit from adopting it.
1. Improves SEO Efforts
Ensuring that your website is responsive across different devices is an important ranking factor for SEO. As mentioned earlier, with more users opting to browse the web via their mobile device, Google has taken this into consideration and as of April 2015, Google uses responsive web design as a determining factor when ranking websites in the search engine results page.
Google’s Mobile-First Index determines if a website is mobile friendly and rewards a website that is properly optimised for mobile devices, by placing it higher on the google results page. However, if your website is not optimised for mobile devices Google will penalise your website and decline in search engine rankings.
2. Increased Traffic & Reach to Customers
Statics from a 2018 study show that 52.2% of all internet traffic is from mobile phones, and by 2019 it is predicted that 63.4% of all mobile phone users will access the internet from their mobile phone.
Therefore, by enhancing the customer user experience & supporting multi platform use (particularly on mobile) you are increasing relevance and catering to a broader demographic, and ensuring that your business is not only retaining customers but also increasing the amount of traffic to your website as new mobile users visit.
3. Higher Conversion Rates
An improved UX (user experience) results in longer time spent on your website, as the customer can easily navigate through your pages and filter through the information that they need. The longer the customer is on your site, their feelings of trust and brand credibility increases, which thus in turn leads to high conversion rates.
Keep in mind a conversion can be mean something different for every business. A conversion could mean someone signing up to your newsletter, submitting an enquiry form, making a call, or purchasing a product.
4. Lower Bounce Rates
Have you ever landed on a shrunken website while on mobile and had to zoom in 200%, constantly swipe right or left to move the screen to find the section you were looking for, or just bounced straight off the page as soon as it loads? Probably not an optimal experience was it!
Creating a seamless user experience across devices is extremely important to reduce high bounce rates. Customers that have a positive UX (user experience) with your website are more inclined to browse through the website, read your content, watch your promotional videos and click on call to action buttons.
By improving the user experience you are essentially creating a positive perception of your business and brand, which increases viewing times therefore reducing your bounce rate.
5. Easier Maintenance & Reduced Costs
Responsive web design means you only have one website to manage and maintain, making it faster, more efficient & less expensive than creating a version of your website for desktop and mobile.
Think about it, if you have two separate websites that means your productivity decreases and time is wasted as you will have to do everything twice. In addition by having two versions of your website you are essentially competing against yourself in SEO, as well as creating duplicate content which Google will penalise you for, as it has to determine which site is more relevant & important.
By having a responsive web design you can avoid the additional cost and time wasted of creating two separate SEO strategies, and instead focus your efforts on creating original and unique content – saving you time and money!
As you can see the benefits of having a responsive website are exponential and will lead to improved user experience, higher conversion rates, increase traffic, ease of maintenance and improved SEO.
As mobile-friendly websites are now an industry standard, it’s time that your business invests in responsive web design to ensure that you stay ahead of the competition, remain relevant and retain customers long term.
Need to make your website mobile responsive? Don’t stress, R6 Digital are the experts in Web Design and Digital Marketing, contact us today to start increasing your conversions!
Elle is a Digital Marketing specialist & Graphic Designer, with experience across Social Media marketing, SEO, PPC campaigns and Web Design. Having completed a bachelor degree in International Management & Marketing, she then furthered her studies to combine her skills in marketing and design to gain a 360 degree skillset. Having gained a wide variety of experience in various industries such as law, business services, fashion & retail, Elle now uses her skillset to specialise in growing small businesses.