Your customers are mobile. A 2013 Pew Internet survey suggests 55% of Americans use their phone to access the internet, and 31% of these mobile internet users consider their phone their primary internet access device.

Based on these numbers, your website needs to deliver a great mobile experience. But too many companies with websites not designed for the mobile era fail to deliver an engaging digital customer experience.

There are three basic mobile option designs:

  • Create and maintain a separate website designed specifically for mobile devices.  These sites require a different URL (often a subdomain of the main company site and more maintenance to keep them in line with the main website’s content.
  • Have a designer create code that provides a different customer experience, depending on what kind of device is viewing it. The code will pick and choose design elements based on the size of the screen viewing the site, which could potentially cause it to fall short of the digital experience intended by the company.
  • Create a website that automatically redesigns itself based on the size of the device screen. This option, known as responsive design, will resize and create new layouts for all of the design elements in the desktop version of the website, maintaining the integrity of the intended digital experience.

Although each of these site designs have their own pros and cons,  I firmly believe responsive design is the best option. A responsive website is a fluid grid-based system, with flexible images and type that respond to the size of the device window.   This means that the important elements of the design you want to use to connect with your prospects and customers automatically resize and move  based on how your customer is viewing the site. So no matter what laptop, phone or tablet your customer uses to view your website, they will have a consistent digital experience.

Three of the responsive layouts for BizBrick Digital's website; Laptop, iPad, and iPhone

Three of the responsive layouts for BizBrick Digital’s website; Laptop, iPad, and iPhone

So why do I say responsive design is better than the other design options out there? Here are my three top reasons:

  1. Your prospects and customers want a great mobile experience! 74% will immediately abandon your site if they don’t like the way your  site looks on a mobile platform! A responsive design assures that your site delivers a consistent experience on mobile phones and tablets, helping create a positive user experience.
  2. Google prefers responsive website design for search engine rankings, which is important to your digital strategy. Two of the three design options that work with Google’s search algorithms are dependent upon more complicated code or subdomains, which, according to Google, creates a greater possibility for viewing issues on different devices when pages are referred from the search engine.
  3. Your competition has a responsive website or will have one soon. Customer loyalty decreases if your website is not mobile friendly, and they will quickly turn to your competitors if they don’t like what they find on your site.

Responsive web design is a great way to create engaging digital experiences. But it needs to be just one element of your overall digital business strategy.

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