The Advantages of Responsive Websites for Your SEM
Mobile browsers are dominant now and so any company that’s delayed sorting out its mobile-friendly website version is living on borrowed time. If people have to scroll and pinch, then scroll and pinch again in order to access content, they’ll just leave for a competitor site.
What is responsive web design?
Responsive web design uses a changing, fluid layout that adapts to the screen the site is being rendered on. If it’s on a desktop, it’ll fill the space and if it’s on a little smartphone screen, it’ll adapt itself so the visitor can just scroll up and down and have easy access to various buttons. Both versions use the same URL and content, they just render to suit the screen. This is a Good Thing, and here’s why.
It offers a multi-device experience
Responsive sites give good UX no matter what device they’re using. There’s more and more screen sizes and some people use lots of different sizes in the same day, so they need their favourite sites to work equally well on them all. There’s the option of separate mobile versions, but this doesn’t work well on all sizes – phablets in particular have been somewhat left out recently.
A big advantage of responsive sites is that they’re future-proof. Whatever size or shape of screen that comes along will be able to accommodate the content and layout.
It makes for better sharing
Responsive websites and pages are better for sharers, which is important for SEM. Someone in the UK sees a particular page, or a link on their iPhone and sends it to their chum who’s sat at a desktop in Australia. He clicks the link and goes to the mobile URL, which doesn’t work out too well. Fortunately for the guy in Perth web design has come to the rescue and he can now enjoy the same UX as his British mate.
The thing about separate mobile URLs is that you can’t alter them to direct to a PC or iPad-sized version. This means that your word-of-mouth and sharing marketing is limited and may even be counterproductive if someone is frustrated by poor rendering.
Responsive pages are easier to maintain and manage
Think about it – in the old (well, not that old) days you’d have to make every change and update twice – once for the desktop version and once for the mobile version. With a responsive website, you only need to do this once. For larger companies, especially multinationals with different languages, this is a real bonus as the number of pages they need to alter falls dramatically.
It’s easier to run tests on pages
For the same reason as above, testing pages is much faster and easier because it only needs to be done once – the responsive page will take care of things in every setting.
In addition to this, the traffic – and therefore the all-important data – is being funneled into just one place, letting you work out the results that much more rapidly. Responsive pages make it easier to analyze cross-device viewing and usage as well.
If you’ve found any advantages we haven’t covered here, let us know about them in the comments!