Businesses are capitalizing on mobile responsive websites. If your a small local business, you should be too.
If your new to the digital marketing scene, all these buzz words can be daunting. Let’s start with the basics.
What is a responsive website?
Responsive means that a website layout will respond based on different devices. Constrained by screen space, a responsive website adjusts for better usability and simpler user experience. On a mobile experience, you might see one column where on a desktop, maybe two or three. Sidebars wrap to the next line, the header is smaller and the menu is easier to navigate.
What is mobile marketing?
Mobile marketing utilizes up-to-date information to enhance and convert users to the next level. Look around you at all the folks on their phones. Adults, children, EVERYONE. We are all captivated by searches, apps, music…and the like. We can’t stop ourselves and marketers capitalize…so should your small business.
What are micro-moments?
According to Google, micro-moments are those “have-to-go, have-to-find, have-to-buy” instantaneous moments when we turn to our device. These moments are game changers for local and small businesses. They happen fast, and convert fast. Your customer is expecting you to deliver. If you can’t convert, your out of the loop and out of a sale.
Example. Walgreen’s rewards app includes everything from coupons, sales, ads to pharmacy reminders all in one. If you drive past the store, it pops up on your phone. Yea, that’s pretty smart. Walgreen’s has my attention.
You can view more of Google’s post on micro-moments.
Search Engine Results Page – This is the page that displays your search results. It’s what all the hype is about. Every SERP is unique and supplies a list of organic results and paid results. (Often, if a page contains many ads on the SERP, it’s a popular key topic.)
Whelp…It’s a lot. If you need help navigating your way through just contact me and I can help!
5 reasons you should have a responsive website
1. Your customers will likely locate your business on their mobile device
If your a small or local business with a website, you might think that’s enough. It’s not. According to Google, almost 67% of websites are viewed through a mobile device these days. You can’t afford not to participate in mobile marketing.
Think about it. Jim’s connecting flight is canceled and he needs a place to stay. Where does he turn? Hello mobile device. The options are available, but since he’s on the go, his decision will be quick. His search criteria considers less requirements because he doesn’t have the time to spend on endless variables. He doesn’t have the time to navigate through a non-mobile friendly website.
How long will Jim spend on a non-responsive optimized site? Less than one second. He is one of 67/100 people that didn’t convert from your site.
2. Mobile behavior vs desktop behavior
When mobile users contemplate a decision, they narrow the focus to only a few key criteria rather than options galore in a desktop environment.
The alternative. Mary is considering a family trip to Florida. She breaks out the coffee on a Saturday morning, and scours the availability. Mary has time. Maybe a condo on the beach, maybe a stay at Disney…It’s the where, what , when and you can sit tight to secure that perfect vacation. Done. But maybe not. Mary referred to her mobile device while she was booking her trip. The opportunities are endless.
However you think about it, desktop usage is more comfortable. Because of this, users will gather much more information than on a mobile, which means more competition for your business. That’s fine if your website is optimized properly, but why not capitalize on mobile traffic too? Small businesses can double exposure with just a little effort on those Micro-moments and responsive web design fits that category.
Enter, No. 3…
3. Google ranks responsive web pages higher
Yep. It’s true. Responsive websites convert more traffic, hence, rank higher. Because these sites rank higher, the SERP potential increases exponentially.
Google also has some other suggestions for responsive websites and rankings…
Readability – People don’t read on the web, they scan. According to Neilsen Norman Group, “On average, people only read 20-28% of web page content.” Screen reading is slower than paper reading. When optimizing for mobile, get your main point across in the first 70 words. Keep it simple and to the point. Create mobile content that is engaging. If your reader leaves, your site ranking decreases. This is super important because mobile readers may offer even less time to hook.
4. Keep your responsive website simple
Remember, many users are streaming from DATA, not WiFi. Graphics take time to load. If you have an image heavy mobile experience, guess where your potential customer is…NOT on your site. Measure the performance on your site to ensure a quick experience.
5. Engage your user to interact with your site
Ask a funny survey, use forms in creative ways. Again, keep it simple. Forms fields should be limited. There is so much to capture here.
Finally, take notes on your own mobile experiences. When you stop and think about how functional / or not, a responsive website is, you can begin to understand concepts and implement them in your website.
Do you have a responsive website? I can help! Just drop me a line! Leslie Wolfe Creative can convert your existing website to responsive, or update / create a new one.
If you found this post helpful, let me know! Like or share!