10 marketing benefits from responsive web design
Having looked at the B2B tipping point for mobile it seems impractical for websites to live separately in a mobile and desktop environment. Well, it is. Fortunately we now have Responsive Web Design (RWD) that allows us to give our website visitors an optimum viewing experience on the same site regardless of desktop, mobile, tablet or device.
Our blog is an example. If you are on a desktop you can see how it changes by unlocking your browser from full screen and scaling the page in (see below). You will see areas snap into different positions and reformat to adjust for the window size. If you view on a mobile it will naturally appear optimised for your device (regardless of browser and OS). The same is true if you view on a desktop.
As a marketer responsive design doesn’t just look nice – it adds many measurable benefits to your website management, inbound performance and should fit within your long-term digital strategy. Here are ten of the benefits of adopting a responsive web design:
Search optimisation (Google loves responsive)
“Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google’s recommended configuration.”
Keeping Google happy will keep your search rankings happy. A responsive web design is the recommended configuration as it has many intrinsic benefits that are best practices for SEO.
1. Attract more links to key pages (as only one url exists per page, and not a mobile or tablet variant).
2. Faster indexing of pages as responsive design uses a single crawl bot for both mobile and desktop urls.
3. Link juice and traffic is not diluted from different device variants of the same page.
4. Removes risk of duplicate content from incorrectly configured desktop, mobile and tablet sites.
5. Optimised sharing as desktop and mobile shares promote the same single page url of a page regardless of device shared and accessed.
6. Better customer perception and visitor experience in landing on a page optimised for the device regardless if from search and social.
7. Lower bounce rates and improved visitor engagement through pages optimised for the device.
8. Email traffic is growing and again the user experience will be optimised for the device they clicked through from.
Development and maintenance
9. Single development for all devices and monitors - not multiple developments for different device screen resolutions.
10. Simplified website and CMS maintenance with one website as opposed to two or three sites and areas developed separately for different devices.