You might be if your website isn’t responsive.
There’s nothing more frustrating than searching for a product or service on your mobile and ending up on a website that’s font is so tiny you can’t read it. You try and zoom in, flip your phone on its side but the content is tiny.
For most of us the response is to hit the back arrow and choose the next best search result. Quite simply, you’ve just lost a customer.
So, if your business isn’t taking advantage of responsive web design right now or planning on it in the very near future, you could be in danger of going out of business.
There are a few exceptions to the rule;
- you have no competitors;
- you don’t depend on your website to as a sales and marketing channel; or
- you have an alternative mobile strategy.
But if your business depends on its website to generate leads or sales, getting a responsive website in 2016 should be your number one priority.
Quite simply, responsive web design ensures your website remains easy to use and navigate on all devices including desktop, tablet and mobile. And it’s already best practice. Not only because it ensures a marvelous user experience, but as digital creatives and developers we’re unable to keep up with the endless new devices and screen resolutions available in today’s market. Creating a separate version for each new device (and screen resolution) would be impossible, or at least totally impractical.
If you’re feeling slightly uneasy you probably don’t have a responsive website yet and are wondering if it’s too late.
The good news is you’re not, as mobile is here to stay. According to the latest Neilson Connected Consumer Report, mobile penetration is up 76% since 2010 and is likely to hit almost 80% by 2017. A recent study by Neilson and IAB found that time spent on mobile is almost 30 hours/month. So, it’s one of the best ways to future proof your marketing strategy.
While going responsive can mean additional investment for businesses, without a responsive website your digital outlook is bleak. If you’re not providing a mobile-friendly experience for your customers, they may not be back.
Georgina Hannekum is the Head of Digital at Out of the Square Media, a full service marketing and branding agency in Newcastle.
She specialises in helping brands connect with their digital audiences through creative technology.
Georgina has a Bachelor of Visual Communications from UTS Sydney and a Masters in Virtual Communications from RMIT Melbourne.