Responsive Web Design Is More Important Than Ever


Having a website that is mobile friendly is not a new concept. It’s something that marketers, designers and brands have been aware of for a while now, especially with the sharp – and consistent – rise in the use of mobile/smart devices over the years; however, ignoring or overlooking responsive design is not an option going forward. Google recently announced an update to their algorithm that affects searches made on smart devices. As of April 21st, results will now favour websites deemed “mobile friendly,” giving them higher rankings than websites that are only optimized for desktops and laptops. Considering that roughly 60% of all web traffic takes place on mobile platforms, that’s a big deal.

So what does this mean for marketers? Well, if you manage or build websites that are heavily reliant on search traffic, and you don’t meet the standards set out by Google, you run the risk of having your mobile search ranking, and consequently mobile traffic, drop. A recent study by Portent revealed that 10,000 of the web’s top 25,000 sites actually failed to meet the criteria – that’s a big reality check. There is good news, though: the algorithm is real-time, meaning sites can correct their issues, which can include things like text sizing and link spacing, and recover their former ranking.

Responsive design is something that we’re cognisant of here at BAM when we develop comprehensive online strategies for our clients. With a large portion of users accessing sites as a result of both e-blasts and mobile web searches – especially while on the go – we put emphasis on ensuring a smooth online experience, regardless of where it’s taking place. A great example of a mobile-friendly website is the one we built for our client Sean Mason, which was nominated for Best Website at the 2015 BILD Awards.

The use of smart devices is nowhere close to reaching a plateau – especially if you consider emerging platforms. As new wearable technology such as smart watches continue to push the envelope and transform the way we consume content, marketers will constantly have to adapt in order to stay ahead of the curve.

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