As a Barrie web design company, it's my job to educate my clients on the latest developments in web design. Quite often, the features and upgrades I promote for aesthetic, user-friendly or for functional reasons, however recently I've been making a push for local business to highly consider switching to a responsive web design structure for their website or web-based business. The main push for this is not for "superficial" reasons that will enhance the look of their website but more for a critical upgrade that could affect the success of their search engine ranking and, as a result, the amount of people who find their website.
Simply put, a responsive website refers to a website being flexible or adaptable based on the device it is viewed from, such as a mobile phone, a tablet, a computer or a laptop. Responsiveness also pertains to the platform it's accessed on such as PC or Mac and the browser such as Safari or Internet Explorer. Since users access websites from a wide range of devices and platforms, it's essential to deliver the presentation of your website correctly across all possible scenarios. In fact, it's so essential that Google - the leading search engine in the world - made it a requirement for websites to be responsive in order to rank well in search engines! I wrote about Google's search algorithm update on my blog (click to see it here) back on April 21, 2015 when the update became official. It's nearly been a year since the update and I'm still shocked to see so many businesses in Barrie not being bothered by this critical requirement.
It's understandable there is a cost associated with a complete website redesign to one that is more responsive, however what my Barrie clients don't understand is the slow descent in traffic that WILL happen to their website if the requirement is not met. I am quick to say there is a definite cost to the decrease in traffic which means a decrease in sales. Have a look at the following statistics snapshot of one of my Barrie clients who did not update their website to a responsive web design.
- The orange represents the web traffic PRIOR to Google's responsive update.
- The blue represents the web traffic over the same period AFTER Google's responsive update.
- Notice that on average, the blue line is slowly decreasing - meaning, less visitors are coming to their site.
- Over the 10 months following the update, this client's web traffic decreased by 30%!
- This trend will inevitably continue unless they update their website to be mobile-friendly and responsive.
Fortunately, this damage is not permanent. If a website has a good standing, lots of great content and is widely cross-linked, changing the web design to a responsive one will eventually bring back that traffic and improve the ranking. Due to the competitive nature of local businesses in Barrie wanting to rank highly on search engines, it's become essential to put in some time and effort to improve your search engine rankings. However, making these efforts without considering if your website is mobile-friendly and responsive is like trying to swim against the current.
Are you curious to see how your website is performing with Google's responsiveness update? Since we're located in Barrie, we'd love to come to your place of business and discuss your website. Feel free to email or call us at firstname.lastname@example.org or 705-721-9670.