Why Your Business Needs A Responsive Website

If you’ve ignored previous warnings and your business isn’t taking advantage of responsive web design right now or planning on it in the very near future, you are in danger of going out of business in 2014.

If the term “responsive web design” is new to you, don’t feel bad, I promise you’re with the majority. In about 20 seconds you’ll know what it is and be able to look smart by talking about responsive design at dinner parties. Responsive web design is simply this–a website design that adjusts gracefully to fit on desktop, tablet, and smartphone browsers. Ever pull up a website on your smartphone and it was just a very tiny version of what you would see on your desktop, so you zoomed way in, and then moved the website around and enlarged and shrunk it as needed to read text and click on things? That was not a responsive website. Or if it was, it left out the key point of adjusting “gracefully.” A responsive website looks good no matter whether you’re looking at it on a phone, tablet, or desktop.

This pie chart on the right shows the percentages for visitors coming using mobile, tablet, and desktop devices for the past 12 months. You can view this pie chart for your own website by first selecting the past 12 months for your date range, and then on the left navigating to Audience > Mobile > Overview in Google Analytics. On the lower right you’ll see a small pie chart button. Push that, and you’ll see a chart like this one.

In this case the website receives almost 40% of its traffic from mobile devices (for the purposes of this post I’m going to lump tablets into the “mobile” category). Given that this website is not responsive, nor has a mobile version, that’s a hefty chunk of visitors who are receiving a sub-optimal experience.