In a nutshell, this is the future … and the present of Web design. One URL + One code = Multiple devices with bridging content. Easy, right?
And if your clients are not aware of this, you may have some issues upselling, cross-selling or even selling them on the reason to stay with you in 2014. Your clients want to be seen everywhere and their clients find them anywhere. From tablet to smartphone, desktop to laptop, there needs to be a viable Web presence wherever you look.
Only that can get expensive right? Well, not if you understand Responsive Web Design, which basically embraces something called “second screen.” You know what so climatic about 2013 in the PR and Web world? This was the first year that more people searched for websites via mobile devices than a desktop computer (according to Morgan Stanley research, 2007 – 2015). The first and will ever be the same. Count on it.
So, how are you advising your clients? Waiting for the Web guys to do it for you? Yeah, that’s not going to work so get a pen and right down these five easy tips for your clients. They will thank you for it in the morning…
1. Because UX. That’s it — user experience. Your Web design should be focused on your consumer, your target audience. If they think your website sucks, they’re not coming back. If you build for desktop but ignore your mobile users, guess what? That lack of investment will result in a lack of investing in your brand. No matter what device your consumer is using to find you, experience should be key. Use a responsive website and the experience remains paramount. Yes, content is king but experience is queen. And if you are married, you know who wins that battle — “happy wife; happy life.” Any other questions?
2. Because Google Said So. Much to the chagrin of Vogue cover girl and Yahoo! CEO Marisa Mayer, Google owns the Intertube and leases it out to the rest of us. Some statistics say that Google has more than 70 percent market share of the Web — the whole Charlotte’s Web. And guess what? Google has no problem telling its users that responsive Web design is the industry’s best practice. The World Wide Web Consortium (W3C), which creates every standard a coder uses, agrees. Regardless of device, this is the use of one pure code (same HTML) and one URL. Google spiders crawl faster and easier to responsive designs and can index multiple versions of the same website. Yeah, thought you would write that down.
3. Because You’re Lazy. Imagine you have one website one many devices. If the client calls with an issue, you go to your trusty CMS (content management system) and make the fix — once. Regardless the device, the problem is fixed everywhere. They can flip a table or a phone in every direction. The design flips like an out-of-control roller coaster and the mistake is still fixed. Now, imagine life with responsive. The client calls and you blow your entire weekend going to the desktop website, mobile site, tablet version and then ensures the iDesign and the Android design are respectively fixed. Content to design, creation to device, one-and-done. Okay, maybe lazy was harsh. Let’s say that you are vocationally out-of-shape.
4. Because You’re Cheap. Okay, it’s the economy. I get it. You are frugal and like to keep your cash. How’s that? All the more reason to go responsive moving forward. If you can give your client a great reason to save money, don’t you think you and your client will find more reasons to spend money elsewhere? After all, you are such a sweet person and always looking out for your client’s best. “Well, I want to be seen on my phone, computer and tablet at the same time.” And before you can say a word, client bows up, “And I don’t want to pay extra for it.” Because they can. And you? No problem, homie. I got this. Invest a little for the design, but not the code. Get four websites for the price of one. And why, because you said so. Ain’t you awesome?
5. Because They Are Doing It. You see that in the rear-view mirror? That’s the competition…and they are catching. They went out, got a new agency and heard the right thing. It only takes time for someone at an agency to know just enough about reading what the client currently has online and then recommending what the client needs. “Whelp, your consumers can’t find you well enough on a smartphone.” That’s the spark. The fuse is the cash it takes to go responsive. The explosion is when your competition surpasses you in a blur and the client is calling you with “What the hell just happened here?” Web traffic, that’s what. That other guy chose to invest now and save for the future, get noticed now on everything and cash in on it before your client has a chance to write a check. If you don’t think responsive Web design is on everyone’s Santa wish list, wait a while. Your client will be passed soon enough.