Why a Responsive Design is Important for Any Small Business


Just walk down the street and you’ll see how dramatically smartphones have changed our habits. As mobile devices become an almost constant part of your customer’s life, businesses are having to evaluate how they are connecting with customers and how their website plays a part in customer choices.

Recent reports have shown that smartphone and tablet usage combined to account for 60% of total digital media time. Looking up information to make purchasing decisions often happens on the go and having a website that accommodates this change is a necessity.


Customers know their options

How often do you use your company’s website on your smartphone? You should be looking often, because that’s how your customers see your site.

How easy or difficult is it to find basic information on your services or products? Is it easy to contact your business?

If you answered no to those questions, it’s likely your customers are abandoning their search and looking at your competitors. 40% of users will choose another result if a website is not mobile friendly.


Google is watching

Google rankings are one of the most important metrics for small businesses. While the algorithm Google uses has over 200 factors that helps them determine organic web rankings, responsiveness plays a big role in rising to the top of the search listings. The algorithm measures your site’s bounce rate, or whether people leave immediately after arriving on your page, as well as pages viewed and positive/negative reviews. The increased bounce rate is one of the few factors believed to negatively impact your search engine rankings.

If your website is not mobile friendly, chances are that your site is sending these negative signals to Google which can ultimately harm your organic rankings.


Customers won’t wait

Speed and connectivity are more important than ever. Many users don’t have the patience to wait for videos to load and are constantly tempted by the fact that there is more content that they could be viewing. Your website must load quickly and effectively on a mobile device, and responsive design can improve your site’s speed.  

Google recommends to developers that all content that is above the fold, should load in less than one second. Any delay longer than one second may interrupt a potential customer’s flow of thought resulting in a poor user experience.

While your site may load quickly on a laptop or desktop, if it’s not designed to be responsive, the mobile experience can be stopping customers in their tracks and pushing them away from your site.


The Mobile Expectation

Whether you agree with our attachment to mobile devices or not, the shift is happening. Businesses that adapt will be positioned for growth and those who don’t, may be left in the dust as technology goes through another iteration and desktops become obsolete.

According to the Huffington Post, 85 percent of adults believe that a mobile site must be as good, if not better than, a desktop site. The expectation that customers can view your information easily on their phones is not a preference anymore, it’s an absolute necessity.  

Perhaps you’ve been waiting for the right time to make an upgrade, or don’t think you can afford a new website. Unfortunately, companies who rely on web traffic for their business success need to take action. Your company has to be proactive in its approach to provide customers the best experience possible.  You can be sure if they don’t get that experience from you, one of your competitors will be more than happy to help.