Brown Blog

Brown Blog

Why Your Business Needs a Responsive Website

August 14, 2012 No Comments by admin

Occasionally, there is a universal or global technical development that causes me to pay extra attention on behalf of my clients and in turn jump up and down like a crazy person and flag them on its urgency. This is one of those times. Period.

Mobile stats are increasing every day at lightning speed. In fact, we have seen a 30% increase in Smartphone and iPad usage since 2010. And this number is growing! To understand the impact of this increase is to recognize that now one in every three users to a business’s website are interacting using one of these devices. Companies can no longer choose to ignore them or risk losing out to their competition. Statistics prove that 61% of web users who visit a non-friendly mobile website are likely to turn to the business’s competitor’s site. For websites with a high volume of traffic, that can be too huge a number to simply ignore.

What is the solution to managing your business website’s mobile content?

In the recent past, a business was likely to manage multiple sites with an “m” subdomain or similar. (e.g. As a result, this was problematic for Google and other search engines as it forced them to crawl multiple pages with similar content over the different subdomains. The dual websites often delivered slower load times which led to high bounce rates.

Now, if you create a Responsive Website, the site will adapt to fit to each device size automatically by using CSS3 media queries with proportion-based grids to alter the way the page renders on mobile. In other words, you manage content using a single Content Management System and the visitor’s device will be detected and the appropriate user-friendly layout delivered creating a positive experience for the customer. You simply develop (or modify) a single, smarter website.

“Google says the advantages of this method include having one URL making it easier for your users to interact with the page and enable Google’s algorithms to assign the indexing properties to your content.”

What costs can a business expect to incur when modifying or developing a Responsive Website?

When a business created a mobile-specific site for their users as mentioned above, they paid web developers twice – once for their standard website and again for the mobile version. Now businesses can develop, or modify their current static site, ONCE, saving money if they develop a single Responsive Website. Another savings occurs down the road, as Smartphone and iPad sizes change, a Responsive Website will adapt automatically having queried for a percent width versus a static pixel width, making it liquid and flexible and eliminating the need to redevelop with the new static size. You know many App Developers are dreading the upcoming IPhone 5 predicted larger format and resolution improvements for this reason.

Who needs a Responsive Website?

Every For Profit and Nonprofit should consider the implications of the massive increase in mobile usage in regards to their business. Nonprofits and e-commerce websites can specifically benefit by optimizing their mobile donation or payment processes. It is expected that mobile payments will quadruple to $630 billion by the year 2014. Why not capture some of those funds for your own organization or store?

Ultimately, having a website that is accessible on mobile devices means more of your customers will have access to your website around the clock and from anywhere in the world. This will inevitably lead to a greater conversion and better overall brand experience with your company.


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