With a responsive website, consumers can easily access and navigate through the same content on all of their devices. As Trighton’s CEO, Jody Resnick, explained to Susan Gunelius from Forbes.com, “Responsive websites provide continuity between different viewing contexts, remaining completely agnostic to the type of device used and the size of the screen it has. What this means is that the same website will present an optimized layout regardless of which device it finds itself being loaded in.” Moreover, marketers can now optimize the user experience for each screen. For example, someone using a smartphone to access an airlines’ site is more often checking flight status or checking in for a flight than searching for flights and checking prices. The truly responsive airline website can provide the more probable options first and foremost, thereby enhancing the user’s experience.
Prioritize Responsive Design Now
With a responsive tactic, internet marketing and SEO are also simplified and enhanced. With only one responsive website to manage, marketers can take a unified approach to content management and focus on the user experience. The same goes for analytics. One set of analytics. And having only one URL makes it easier for search engines to discover content and for Google’s algorithms to assign indexing properties to content.
Article as published on Forbes.com
Why You Need to Prioritize Responsive Design Right Now
Responsive design is the hot topic for 2013. We’ve moved beyond mobile and finally reached the point where companies are accepting the fact that the best ROI comes from fully integrated marketing programs. It’s hard to fully integrate when your website is a convoluted mess of versions for different devices or worse, a single version that renders poorly on different devices.
The case for responsive design has been made clear, and responsive web design even made it onto the ecommerce marketing checklist for 2013. However, companies are still slow to invest the time and money into the development required to turn their antiquated websites into responsive websites that render perfectly no matter what device a person is using.
Now is the time to prioritize responsive design in your budget. To learn why, I spoke with Jody Resnick, CEO of Trighton Interactive, a full-service digital agency that focuses heavily on responsive web design.
Resnick explains, “With a responsive website, businesses can be in front of consumers at every step of their online journey. People who search for a business’ site, begin reading content and viewing videos from their desktop computers at work, and then look for the same business on their smartphones during lunch are able to continue their research into products and services uninterrupted.
“In contrast, if the business has a traditional website and a mobile site, someone investigating products and services online can become frustrated by the lack of complete content on the mobile site or the inability to navigate through the full site on her smartphone. She might give up the search altogether,” Resnick warns.
“Responsive websites provide continuity between different viewing contexts, remaining completely agnostic to the type of device used and the size of the screen it has. What this means is that the same website will present an optimized layout regardless of which device it finds itself being loaded in.”
A Mobile Version of Your Website Isn’t Good Enough
It’s important to understand that having a mobile version of your website isn’t enough anymore. Resnick says, “Responsive websites simplify internet marketing and SEO. Instead of having to develop and manage content for multiple websites, businesses with responsive sites can take a unified approach to content management because they have only the one responsive site to manage. The same applies to analytics and strategy development and deployment. A responsive website means there is only one set of analytics to examine and a single strategy to develop and deploy.
“In addition, responsive websites are easier for consumers to find than traditional or mobile sites because they come up higher in search engines’ rankings,” explains Resnick. “In fact, Google recommends responsive web design because having a single URL for desktop and mobile sites makes it
easier for Google to discover content and for Google’s algorithms to assign indexing properties to content.”
Responsive Design in the Future
Keep in mind, responsive design is still in its infancy, and the future looks extremely bright. “There are a lot of exciting things coming up with responsive design,” Resnick says. “We’re already using elements of responsive design in web applications, and our developers are exploring emerging areas of responsive design by testing a multitude of integrations that are now available.”
Resnick predicts, “As the internet transforms further into a platform of services and user interfaces that tie those services together, leveraging this technology in the future will allow companies to integrate a plethora of back-end services, such as Facebook, Twitter, SalesForce.com, and Amazon Web Services, and then present the integrated data back out the front-end iad layer on a responsive design so the application looks great on all devices without custom coding needed for each device or screen size. No longer are expensive back-end solutions needed to integrate legacy systems with business partners.”
One thing is certain, you don’t want to fall behind and watch your competitors launch responsive websites while yours is still stuck in 2010 (or earlier). The time to get responsive with your web design is now.