Posted by miket in tips

Google ‘Demands’ Responsive Website Design

Following the search company’s design recommendation…Your website must be mobile-ready by April 21, 2015!

Google announced that it is expanding on mobile-friendliness as a ranking signal.

As the Rescuer of Great Businesses, I always remind organization leaders that we live in a Google environment regardless of how anyone feels about that. And Google is explicit about your organization’s website and their recommendation, writing:

“Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices…”

That recommendation is now a commandment, but most sites I audit haven’t even begun the process of allowing their website to appear on a smartphone, tablet or other device using the same design elements in a readable way so that no pinching or zooming is necessary.  That’s not responsive design, it’s a major technical problem no one can afford.

Marketing experts emphasize the Google “recommendation” when I talk with them. “There is broad consensus that a website not designed for phones and tablets will get an automatic penalty,” one told me this week.  “There is a real benefit to showing in more search opportunities when you use response design for all devices.”

Creating a responsive design almost always requires a brand new website, although many designs can still incorporate important branding elements and the content from your existing website. Usability consultant Sabina Idler warns people that the new design will work on the majority of modern devices, but cautions, “The idea that you can simply build one website that works equally well on any device is a myth.”

My research that almost 20% of visitors still use outdated browsers that may not render the website no matter what you do. Marketing expert Simon Sinek calls them “laggards” and says that the only reason their telephones have buttons is because “you can’t buy rotary phones anymore”.

Smart business leaders understand that, but also choose the 80% rather than the laggard 20%.  Business leaders ignore the directions from Google and the changing environment at their own peril. Responsive designs are unique. Using some kind of paint-by-numbers or fill-in-the-blank website generator will hurt your organization’s profits.

Find a website designer and developer who can show you websites that they have created for others that work on your smartphone or your tablet.  Better, see if your designer’s website works properly on those devices.

Is your website mobile-ready?

If you’re not getting the traffic or conversion (new business leads) that you need from your website, then get in touch with me. I’ll review your website for a variety of issues: design, speed, search engine optimization, traffic flow, mobile-readiness, usability and clear call to action. You’ll get the good, the bad and the ugly – it’s only by breaking some eggs can we make a great omelet.

Your bad website may be holding your business hostage – get rescued today!


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