Your Marketing Campaign Is Outdated If it Doesn’t Include a Responsive Website

“Working hard, but the marketing campaign isn’t gaining momentum.” That’s the complaint we regularly hear. There are many reasons behind it, but there is one thing that you’ve got to keep in mind – If you’re running a website that is compatible with just desktops and laptops, your marketing campaign is in for a serious problem. Desktops no longer rule over the realm of online activities. Many users access emails, social networking sites, and even shop online through their mobiles and tablets. Most of the popular brands have already upgraded their systems with a responsive web design. Limiting your website to provide only desktop view and expecting current generation users to adjust webpage dimensions on their new gadgets can prove to be fatal.

Some businesses have implemented mobile templates. But that option forces them to maintain two different sites – one for desktop and the other for mobile. This might seem okay on the surface. However, this practice strongly affects your web content and SEO implementation, because it’s a duplication of content and keywords. Imagine what this could do to your sites’ ranking on popular search engines!

These days with the growing number of smartphones, tablets, and phablets (more innovative gadgets in the pipeline), you can’t stick to the desktop view or mobile templates. All you need is just one responsive site which can cater to all sorts of screen dimensions belonging to different types of gadgets. Promoting brands, products, and services is a costly affair, and you don’t want to be let down by your own choice of technology.

Growing use of mobile phones

Responsive web design is implemented by many famous ‘brands’ as well as small businesses. Yet, there are a few business houses that haven’t moved to this innovative technology. As a result, their sites are constantly losing business. More and more users have started accessing the web through mobile phones and tablets. Browsing has reached to a whole new level. These days, users want internet access 24 x 7. Travelling, late night on the bed, coffee break – no matter what they are doing, users want their mobile handy to reach the net. Social websites spend heavily to develop addictive online games. These games serve as a big platform for advertisements. And all popular games are mobile friendly.

Some youngsters even use their phone while watching a movie in a theater – instant updates to friends about whether the movie is interesting or not. People want to stay connected and share interesting content all the time.

Let’s say you are out in some café with a friend and you notice something which catches your eye (maybe some kind of clothing, shoes, sunglasses, or car etc… or perhaps you heard someone discuss certain equities and you want to check them out). You take out your mobile, run a search query, and a list of relevant sites pop up. You open the first site, but you’re unable to view the content comfortably. You’re expected to manually resize different page elements. What will you do? You will close the troublesome site and move on to the next one on the search results’ list. And probably, if you happen to remember the problematic site’s name, you might avoid all their links considering them outdated. Will you be fine with your site providing such an ‘outdated’ experience to its visitors? Mobile users not only abandon such sites, but at times, they even leave comments on social networking forums about their experience. Once that happens, other visitors immediately join the bandwagon and soon the site’s performance becomes a part of the ‘internet humor.’ It turns into a joke. And this joke comes at the expense of the site’s business.

Be with the trend. Mobile users are not going to disappear, they will keep evolving. Websites, which intend to survive, will have to pay attention to this audience.

Think about your SEO-rich content

You spend good money and time, hiring talent to develop the content to be posted on popular blogs and sites, which can help attract and divert major traffic to your site.

Using mobile templates requires you to build a secondary website dedicated for mobile users. And to make this ‘mobile’ site also appear in the top ranking list of search engines (just like your desktop one), you’ll need to equip it with SEO techniques. But having two websites for the same products and services will lead to duplication of your SEO content and the keywords you use. This will hamper the ratings and rankings of both the sites.

Also, popular search engines give higher preferences to responsive websites, placing them above the sites built with mobile templates. Running a successful SEO campaign requires innovative skills and the optimal use of your finances. By using different sites, you are simply draining the power of your SEO campaign. One responsive website is much easier to maintain than handling different sites.

User experience

Responsive web design provides the best user experience. It offers easy navigation through mobile web pages. Browsing web pages on mobiles and desktops is completely different. Well-designed web pages are meant to adapt to different screen sizes. A responsive website ensures that its page elements adjust according to the view of the devices 1from which they are accessed. So no matter what device a user prefers for viewing your web pages, if it’s a responsive design, then they will find the rich experience that your site offers.

You don’t know which new device might come up and become popular in the future. A responsive web design will never let you down. Tomorrow, whether your users access your site from their watch, or TV, or glasses, your web pages will be smart enough to adjust accordingly.

So don’t hold your websites behind. Hire professionals who have a good experience of developing responsive sites and upgrade your marketing campaigns at the earliest.

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