Why are there still websites that aren’t mobile responsive?
With responsive web design, sites can look good on all devices and screen sizes. Clunky, archaic websites confuse visitors and jeopardize sales. A mobile-responsive design seems like it should be a top business priority, but some companies still have outdated websites that perform poorly on mobile. What is going on?
There are already a number of easy-to-use and well-publicized solutions on the market that empower technical novices to build their own websites. The process is speedy, and the resulting websites are mobile-responsive – either instantaneously, or with minimal adjustment.
Given the frequency users are accessing websites via their phones, not computers, this business oversight seems like a clumsy and increasingly costly misstep. When asked why some businesses haven’t yet revamped their sites, Amit Dar, general manager, U.S., Taptica, suggested some businesses are still not aware of the power of mobile.
“Businesses that are not tech-first still think the best way to reach target audiences is through desktop,” Dar said. “Another explanation is businesses have perfected their funnel online for the PC, and it would require a complete business shift to shift everything toward a mobile-first process. Some businesses decide to go mobile but focus their efforts in building out a mobile app and forget about the mobile web funnel.”
According to Dar, businesses that forgo mobile entirely are hindering their own success.
“While businesses have put efforts into building apps and controlling the full funnel through it, there is still plenty of room for a mobile-optimized website to support consumers who don’t want to install another app,” Dar said. “The best experience a business can build out for its clients is a seamless, cross-channel funnel where all touch points are optimized for the size of the screen, the type of activity, and the environment which they are in.”
Vicki Brakl, VP, integrated marketing, MNI Targeted Media, Inc., said the lack of mobile-responsive sites could be explained by a limited staff, or generational differences. Small businesses and sole proprietorships may not be able to afford a dedicated website manager, even though a website often acts as a calling card.
“They are busy keeping the businesses running day-to-day, so ‘getting to the website’ to make it mobile friendly is likely an easy task to put off since there is nothing broken, per se,” Brakl said. “Millennial business owners are more likely to consider their website and a mobile-first approach as high priorities, while Gen X and Boomers likely consider them lower down the list.”
The consequences of this neglect, however, could prove significant and take a toll on SEO.
“A website that is not fully responsive on mobile platforms has a difficult time gaining appreciable organic visibility and getting its name to populate at the top of the Google search page,” Brakl said. “People visit websites to learn more. For a business to be in the consumer’s consideration set, its website needs to be visible and informative. Websites give businesses opportunities to reach customers at every stage of the buyer journey. Producing guides, videos, and other informational content enables marketers to engage with potential customers even before they know exactly what they need or what businesses they are comparing.”