Responsive Design or (Business) Bust!

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On April 21st, Google struck fear into many medium- and small-business owners by announcing a change to its algorithms. Websites with mobile-friendly experiences now earn higher rankings in search results, and those that fail to provide such a platform find themselves at the bottom of the list.

The change, dubbed “Mobile-geddon” due to its sheer impact, certainly imposes some risk on those SMBs who bypass the importance of a mobile experience. It feels even more daunting when these business owners enter their web address into the test platforms Google designed to determine mobile friendly websites. A failing grade on this test, though, may actually help businesses by guiding them toward a responsively designed website.

Mobile-geddon represents only one of the many reasons to transition to responsive design. Responsive websites maintain the ability to deliver an exceptional user experience regardless of screen size. That means users who access a website from their desktop, tablet, phone or other mobile device enjoy a functional, user-friendly site – a business of any size can appreciate that.

In addition to mobile-geddon, the fact that mobile usage continues to soar demonstrates another reason why responsive remains the way to go. Seocial reports 90 percent of people use multiple device screens sequentially, but lacking a streamlined experience across each of these screens can actually drive customers away: MarginMedia notes 48 percent of users say they take business sites which don’t work well as an indication of the business simply not caring. No business owner wants a customer to leave their website with that sentiment.

Responsive design also allows for greater flexibility in creating and updating a website. This plays an important role for businesses – especially when they find themselves in states of growth, change or evolution. A website must reflect a business, so mimicking these updates and adjustments online ensures a streamlined brand, and responsive design allows greater ease in making these changes.

In the end, a website embracing responsive design can help businesses drive ROI. The internet only continues to morph with filters like those of mobile-geddon, and users increasingly demand a better experience on company websites regardless of their preferred device. Responsive design helps businesses react to all of these trends. For more information (and some hard data to prove the point), check out our infographic which includes a breakdown of some of the most important stats tied the business case for responsive design.