Why your marketing website needs to be mobile-responsive

For as long as the Internet has been used for commercial purposes, small business marketing websites have slowly increased from a “nice to have” to a “must have” feature. But now we live in a new era – the Internet now lives in everyone’s pocket or purse. With the advent of mobile devices, the new expectation is not that your business should have a web presence, but more specifically that your website must be mobile responsive.

If you are late to the game in getting your website ready for the small screen, here are a few pieces of encouragement to get the ball rolling.

Mobile is where everyone is at

According to recent research, 1.2 billion people are currently using their mobile devices to browse the web. A full 80% of all Internet users have smartphones. As younger generations finally convince their parents to let them have a smartphone, we can expect desktop usage to become more and more irrelevant for most web users. Prudence dictates that marketing dollars follow the eyeballs.

Mobile provides a seamless user interface

Mobile responsive websites repurpose existing code to present content in a variety of screen sizes. As a result, your marketing and branding will naturally have a consistent look and feel no matter what. This efficiency makes it easier to maintain brand identity across multiple platforms. And it also makes your site less costly to build and maintain.

Desktop-only is bad for SEO

Not only does a desktop-only website miss out on the unique ways mobile users approach web content, but since April of 2015, Google has been actively penalizing websites that are not mobile responsive. Citing the need to “adapt to [mobile] usage patterns,” Google is making it easier to find “high quality search result that are optimized for [mobile] devices” but harder for the rest.

Mobile has a universal design language

To make mobile users more at home, we can often take cues from existing mobile app design patterns. The popularity of social media apps like Instagram and Pinterest is growing. And with it, mobile web users have gravitated toward websites that share similar visual cues. Gone are the days of presenting web users paragraphs of text and expecting them to read it. Bite-size chunks of text that grab users’ attention is the best way to maximize small screen real estate.

Mobile is a way to one-up your competition

Americans currently spend almost a quarter of their time on mobile devices, but businesses only spend 8% of their ad dollars on mobile advertising. This presents an opportunity for progressive small businesses to take advantage of mobile advertising before their competition does.

Every recently-made CCH Site Builder template is mobile responsive out of the box. Contact your sales rep to learn more about ready-made CCH Site Builder websites. Or ask about partnering with one of our professional web designers to customize a site for your firm. We make it easy for you to have the most attractive and intuitive site possible.

AUTHOR

Wolters Kluwer Tax and Accounting

Wolters Kluwer Tax and Accounting is a leading provider of software solutions and local expertise that helps tax, accounting, and audit professionals research and navigate complex regulations, comply with legislation, manage their businesses and advise clients with speed, accuracy and efficiency. Wolters Kluwer Tax and Accounting is part of Wolters Kluwer N.V. (AEX: WKL), a global leader in information services and solutions for professionals in the health, tax and accounting, risk and compliance, finance and legal sectors. We help our customers make critical decisions every day by providing expert solutions that combine deep domain knowledge with specialized technology and services. Wolters Kluwer reported 2016 annual revenues of €4.3 billion. The company, headquartered in Alphen aan den Rijn, the Netherlands, serves customers in over 180 countries, maintains operations in over 40 countries and employs 19,000 people worldwide. Wolters Kluwer shares are listed on Euronext Amsterdam (WKL) and are included in the AEX and Euronext 100 indices. Wolters Kluwer has a sponsored Level 1 American Depositary Receipt program. The ADRs are traded on the over-the-counter market in the U.S. (WTKWY).

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