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Responsive Web Design versus Dedicated Mobile Sites: What’s Right for You?

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Nearly 20 percent of web traffic comes through mobile devices. As smart phones become even more ubiquitous, that number will only increase. As a result, companies are compelled to create mobile-friendly versions of their websites. The debate that’s arisen from this growth is whether an organization should use responsive web design – creating a site that works similarly on a PC and a mobile device – or opt to create a dedicated mobile site.

What’s the Difference?

A responsive website is exactly how it sounds: It shifts and scales based on the vehicle the user is employing to see it. Large desktop monitor or small phone – the design is fluid and, well, responsive. A mobile site is built within a mobile framework. It’s a custom development designed to be experienced specifically on a smartphone. So how do you choose the right option for your company’s mobile presence?

The Case for Responsive Design

Responsive Web Design (Marketpath, Inc.)The number one reason to opt for responsive web design is overall simplicity. Regardless of where the customer decides to look at your site, they’ll be able to see it as it was intended. On the developer side, responsive sites, though more complex to create up front, are also easier to maintain down the road because the code doesn’t need to be modified to fit various formats.

Responsive design is also the preferred choice of Google, so that’s a big plus, too.

For a content-heavy site, responsive design may be the best solution.  You create your content once and can publish it everywhere.  You also spend less time on mobile-specific development because the site is built to accommodate large and small screens, and you have more time for content development.

We recently developed a micro-site for KSM Consulting (www.ksmconsulting.com/careers) and wanted the same basic content to be visible on all devices. But we also wanted a positive user experience, where the content was easy to read, regardless of whether you viewed it from a desktop or a mobile phone. Responsive was the perfect approach.

The Case for Dedicated Mobile Sites

Indianapolis Mobile Website DevelopmentConsider your average customer. Do they expect a custom experience when accessing your site via mobile? If so, a dedicated mobile site may be the better option. One example of this would be if the primary function of the site, or portions of the site, is meant to act as an application or connect with separate applications. On Amazon, for example, the primary action is for a user to purchase items while housing secure customer data.  A native app would be able to integrate directly with a user's personal mobile device, which is easier for the end user if they want to securely open the app and buy something.

Another reason you might go with a dedicated mobile site, would be when special custom features or advertising are required. Responsive design sites typically don’t allow for the inclusion of advertising banners or other custom features. If graphic calls to action are a necessary aspect of your marketing plan, a dedicated mobile website is a wise choice.

The biggest reason to go with a dedicated mobile site is the user experience. Are you content with providing visitors the same interactive result no matter how they navigate to your site, or should the mobile experience be different fundamentally because of your brand or a unique service offering? If the latter, the choice is clear.

A final reason (and probably the most common) to go with a dedicated mobile site, might be that your business already has a well-designed website (non-responsive) and isn’t ready for a full site redesign.  In that case, it may make more sense to develop a simple mobile site than trying to fit a responsive approach into a site that wasn’t designed that way.  In some cases, this is a more economical approach, until your next major redesign.

Still Not Sure Which Approach Is Best?

Are you trying to determine the web design strategy that’s right for your business? Contact Marketpath today to learn more about our mobile design capabilities. Click here to see some of our latest responsive web designs and mobile web development projects.

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5 Elements of Great Website Design

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A lot of times, before we can implement our content management system, our clients ask us to redesign their website.  While we are always happy to provide this service to our clients, I wanted to cover a few of the aspects of what makes a website design successful.  It goes far beyond pretty pictures and colors and dives into what truly makes your business work, focusing on your business goals, objectives and visitor behavior. Here are five items to take into consideration before and during your website redesign process.

Website Design is a Process
Website Design is a Hands-on Process

1. Clearly Branded and Aligned with Business Goals

All too often a website can become outdated and out of line with the company that it represents.  As your business grows, matures, and inevitably changes, your website should reflect those business goals immediately.  Keep the focus of your website on your primary offerings, which will help clearly communicate your position, your brand, and your value proposition.

Tips:

Your logo should be visible on every page of your site, preferably in the same location (and linked back to your homepage)

Each business goal should have a clearly labeled section of the website

Consistently use the same tag lines that are familiar to your brand

2. Easily Used by First Time Visitor

Using an analytics tool, such as Google Analytics, you should be able to see how many of your visitors are new, and how many are return visitors.  Keeping your websites design focus on simplicity and usability will help the first-timer navigate your website and hopefully find what they are looking for (contact info, product info, service offerings, etc).  When in doubt, subscribe to the KISS principle (Keep It Simple, Stupid). 

Tips:

This can be difficult, but try to take yourself out of the day to day mindset of your current schedule.  You know everything about your company, but your visitor (especially first-timer) doesn’t.  Simple language, clearly labeled sections of the website, and easy to navigate menus can all help increase the value of the user experience.  If you can say what you need to say in a sentence rather than a paragraph, it might be helpful to do so.

3. Designed with Conversion in Mind

Today’s websites are more powerful than ever when it comes to increasing sales and leads.  Your website’s design is an integral part in getting people from “website visitor” to “prospective buyer”.  To do this, each page should have its own conversion element that allows a user to interact with your website and take the next step in the business relationship.

Tips:

Keep the conversion elements above the fold.  If they are in plain view, they are more likely to be clicked on.

Use big buttons and bright (complimentary) colors to attract attention

Keep your online forms simple (asking for too much info is intrusive)

4. Search Engine Optimization Kept At Forefront

On-page search engine optimization (SEO) is important, not only for search engines, but for users.  On-page SEO can be looked at as the foundation of organization of your site.  Clearly labeling pages with Title Tags and nicely designed H1 tags can help users flow through to their desired content, increasing the amount of page views and reducing bounce rate at the same time. 

Tips:

Utilize text based menus (not images)

Clearly label each page with Title Tags, H1 Tags, Meta Descriptions, and Alt Text

Don’t rely on Flash, as search engines and mobile devices don’t play well with it

Think of your website in an outline format and mimic that same page structure and hierarchy for your sitemap 

5. Professionalism

This should go without saying, but your website often times crafts the first impression of your company.  If you haven’t looked at redesigning your site in a couple of years, put yourself in a prospective buyer's shoes and visit your site.  Would you buy from you?  Your website should be impressive, clearly state your message, and be up to date with the latest information.  What does your current website say about your company? 

Tips:

Utilize a professional graphic designer, not your brother’s wife’s 2nd cousin that took a class one time.  Just keep in mind that you are going to get what you pay for.

Employ the use of a content management system that allows you to keep your website up to date without relying on a technical person



 

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