The Response is “Responsive”

Source: Southwest Florida Business Today By Matthew Connar (Guest Columnist)

Technology is a wonderful thing. In the world of website development it can simplify workflow and open the door to a range of new features and functions. But along with that comes new challenges for the web developer. Prior to the commercial birth of the smartphone in 2007, websites were primarily viewed in two environments: desktop and laptop computers. However, the new frontier of digital marketing gave rise to all sorts of different interface types found in tablets, mini-tablets, smart phones and watches to name a few. A fixed visual architecture for a website simply will no longer meet the needs of the average content consumer and creating multiple websites to meet different interface needs is just plain inefficient. The answer lies in the “Responsive” design. A custom, responsive web design ensures two things. It maintains the integrity of the brand identity by presenting the visuals in a cohesive way in every digital application. It also serves the viewer with content engineered specifically for the device being used. The user experience is crucial to creating leads and closing sales.

It seems that now days, most website development companies are almost exclusively focusing on driving traffic to your website. On the flip side, there are a slew of web designers simply interested in creating a beautiful website interface. Both aspects are very important. For instance, you can give a friend the address to your new home, but once they arrive and cross the threshold of your door, what’s next? How are they greeted? Where do they go or what is the next step? On the other hand, you can have the most beautiful home with all the best features, but it’s all a waste if nobody can find it. Like most things in life, a website requires balance. A quality website development company knows how to focus on both search engine optimization and user interface design. A responsive design literally tailors the experience to the device.

You must also understand the behaviors of the viewers themselves. Nearly two-thirds of Americans are now smartphone owners. For many, these devices are their primary connection to the internet. Take into consideration that some of your viewers may exclusively view your website on their smart phone. That said, it’s important to present the content in a clean way by filtering the content and streamlining the experience. A responsive design will automatically transform your website design to fit any device, while filtering out any content that may be gratuitous to the mobile experience. By combining ease of use with clarity of message, your custom mobile-ready design will act as a vacuum for more business.

If you are a business with a website that doesn’t perform well on mobile devices, you are truly stunting the growth of your company. In some cases, a fixed interface can be easily converted into a responsive design. Contact BOOST Creative to learn more about how technology is impacting web development. Your ROI will thank you.

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Matthew Connar is an award-winning graphic artist and marketing consultant. He is the owner of BOOST Creative, Cape Coral’s leading agency focused on website development, brand identity and advertising.