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5 Reasons Why Your Organization’s Website Needs to Be Responsive

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Responsive web design (RWD) is a graphic design principle which  is  applied to building websites. This allows the site to offer optimal user experience on any type of device connected to the internet: desktop computer, laptop, smartphone and tablet. Its basic principles were developed even before people started using mobile devices to browse the internet.

Indeed, even before that moment, internet users had computer monitors of different sizes, from 17” to 24”. This caused static websites to have different appearances on each type of screen – and not in a good way. Since internet browsing using smartphones became the norm, responsive web design became an integral part of all kinds of professional design services.

If the basic principle of offering website users, the best browsing experience possible is not sufficient to embrace RWD for your company website, the five reasons cited below will certainly prove the point in favor of having a responsive website:

Google Ranking Demands That Websites Be Responsive

It has been over half a year since Google, the number one search engine in the world, has added a new criterion to their page ranking algorithm. Websites must be responsive, or mobile ready, otherwise they are penalized.

What does this mean for a non-responsive website? It means that no matter how much you invest in on-page and off-page SEO, your site will never appear among the first results for your targeted keywords.

One URL for All Types of Browsing

In order to grasp the importance of this aspect, we need to understand user behavior. A lot of people use their lunch break at work to browse the internet from their smartphones, either to keep in touch with their friends on the social media, or to search for products and services they need.

Once they arrive home they will continue the search from their computer, before they make the final purchase decision. Now, if your company had a desktop website and a mobile website, that would mean two different URLs. The user who browsed your mobile website at work would have to spend time searching for your desktop website. And one thing people do not do these days is spend too much of their spare time on pointless internet searches. They will go to the first website suggested by Google which offers them the information they need.

Faster Loading, Reduced Bounce Rate

Responsive websites are built using the latest programming and design tools and techniques. They load very fast, thus reducing the bounce rate (percentage of people who leave the website within a few seconds, without navigating through it). It is an undeniable fact that slow loading is the number one reason why people give up browsing a website and search for another.

You can use your personal experience and remember how many times you clicked on the Back button to go to the main Google search page, after waiting for seconds looking at a blank browser window while the website is loading.

Responsive Websites Have a Higher Conversion Rate

People are more likely to do business with a company which is up to date with the latest web technologies and offers them great user experience on any type of device. Companies which do not adapt to the latest trends and do not adopt the latest technologies are perceived as outdated and unable to offer them the highest level of quality and customer service.

In fact, Google hired two independent research companies to conduct a survey on user behavior in relation to website browsing. 74% of the participants stated that they would keep visiting a responsive website in the future, while 68% were very likely to make a purchase from a company with a mobile-ready website.

Responsive Websites Are Prepared for Future Technologies

The world we live in is changing at a fast pace thanks to the technologies we have already mastered and continue to develop. Internet browsing habits have changed tremendously in the last 4-5 years, and they will continue to change favoring mobile devices more and more.

There will be continuous developments on the market of smart devices, starting with smartphones and ending with wearable technologies. Having a responsive website now means that you are prepared to offer users optimal browsing experience, and that implementing the latest technologies will have a smaller impact on your business and your website because you are already using the most up-to-date web building technology.