Is there anything more frustrating that visiting a website on your phone that was clearly designed for a desktop computer? We think not. And, when this is the case, it generally leads users to leaving said website as quickly as they found it.
In a modern world where users are browsing from smartphones, tablets, laptops and ultra-wide monitors—sometimes all in the same day—responsive web design isn’t something that is nice to have. It is something that is essential!
In this blog, we are going to look at what responsive web design is, why it matters and the benefits that it holds. We also briefly look at some industry trends.
So, What Is Responsive Web Design?
Responsive web design is the approach of designing and developing a website so that it adapts to different orientations – including screen sizes and different platforms. To put it simply, a website needs to look good and function correctly whether someone is viewing it on a 27-inch iMac or a five-year-old Android phone.
And this doesn’t require different versions of your business’s website to be built, it requires your web team/agency to use flexible layouts and content that can be adapted. Creating a single website that delivers the same experience everywhere.
Why Responsive Web Design Matters?
Now we know what responsive web design is, we need to look at why it matters. Here are our top three reasons for this:
- Mobile Matters –
A whopping 60% of web traffic now comes from mobile devices, and for some industries—such as hospitality, eCommerce, and fitness—that figure is even higher. For example, a local restaurant’s traffic could be as high as 85% mobile, whereas something in the B2B sector is more likely to still see a desktop majority.
So, knowing your audience is crucial! But regardless of this, mobile first is now king, with mobile-responsive design generally offering –
- Faster load times on mobile networks
- Clear calls-to-action that aren’t buried below the fold
- No awkward pinch-zooming or sideways scrolling (we hold a particular dislike for the latter)
- Google Prioritises Mobile-Friendly Sites
In 2016, Google started mobile-first indexing. This means that Google (and other search engines) primarily use the mobile version of a website’s content for indexing and ranking search results.
This is huge. If your mobile site is lacking—or worse, if it doesn’t exist—you’re likely to be missing out on some seriously valuable search visibility.
This makes the point that responsive design isn’t just about the look of your business’s site, it directly affects its SEO and discoverability.
- Better User Experience = Better Business
Non-responsive websites frustrate and irritate users. And, when a user becomes annoyed with a website, there are plenty of other competitors who will happily take their custom.
So, a final point on why responsive web design matters is that it will improve your visitors’ first impressions of your business (of which you only get one) and genuinely increase your chances of gaining new clients or customers.
From experience, we know that responsive websites:
- Reduce bounce rates
- Increase average time on site
- Improve conversion rates
- Build trust with your audience
Industry-Specific Traffic Trends
Unsurprisingly, different sectors attract different types of traffic. Below are some snippets of which sectors see more mobile and desktop traffic –
- Hospitality – Hotels and restaurants see over 70% mobile traffic, and that is a conservative figure. Responsive web design is an absolute non-negotiable here
- B2B – It doesn’t come as a shock that the B2B sector sees more desktop traffic, with these businesses having a desktop-heavy user base, especially during working hours. However, out of hours, mobile is popular with checking things on phones – think that LinkedIn app
- eCommerce – A split picture. While browsing often starts on mobile, purchases may shift to desktop, with many people still feeling more secure spending money on desktop devices rather than phones. So, eCommerce people, an equal split means responsive web design is vital.
The Broader Benefits of Responsive Design
Responsive design doesn’t just tick a few technical boxes—it plays an important role in how people experience your business online and it can have a genuine impact on your company’s performance.
Let’s take a brief look at some overriding benefits:
Cost-Effective in the Long Run
Maintaining separate desktop and mobile versions of a site used to be common practice. Thankfully, this is no longer the case, with this being inefficient, costly, and time-consuming.
With responsive web design, you manage one site and one codebase—saving time on updates, content changes, and bug fixes. This can free up time and money for things like marketing.
Future-Proof Across Devices
The devices that we use to browse and access the internet are constantly evolving. Smartphones, smart TVs, tablets, foldables… who knows what’s next?
A responsive design ensures that your business’s website will remain functional and up-to-date as the technology changes – making it a smart investment.
Improved SEO Performance
We’ve touched on SEO already, but the benefits aren’t limited to Google-liking responsive sites.
Responsive web design means that your company’s website will load faster, is easier to crawl, and reduces bounce rates – all of which help SEO ranking.
Better Analytics
One responsive site (rather than separate desktop and mobile sites) means unified data. So, instead of piecing together performance across multiple versions, you get a clear view of how users interact with your content.
Accessibility for All Users
Responsive design can massively help with inclusivity too. For example, accessibility features like screen readers and adaptable text sizes means that your site appeals to more users – including those with visual impairments.
Is Your Site Responsive?
Your company website should be your showroom, and your hardest working employee. It needs to inform, engage and, most importantly, sell! And in needs to be able to do this regardless of the device that it is viewed on.
If you’re unsure whether your website is responsive, then we strongly recommend reviewing the site to ensure that it is.
At WADEDIGITAL, we can undertake a review and help either update your existing site or build something new that responds to all devices – and drives those all-important conversions!
So, don’t wait, get in touch with us now for your free consultation.
