Before spending any money on digital marketing strategies such as Google AdWords, Search Engine Optimization (SEO), or paid social media campaigns, we highly recommend auditing your company’s website. If it’s not set up to convert visitors into leads, then you would just be wasting money. How can you tell whether your website is optimized for conversions? Take a look at your Google Analytics. If you experience a high bounce rate on your company website, this indicates prospective customers visit your website briefly, and leave immediately after.
One of the primary reasons for a high bounce rate is a website that is not ‘responsive.’ A responsive website renders the content according to the device used to access it. For example, if someone accesses your website using a mobile device, the view will be formatted to the display, so the user won’t need to scroll to the right or zoom in and out to view the content. When that website is accessed on tablet or desktop computer, it will be smart enough to render the content accordingly and display the website properly on different devices.
(Is your website responsive? Click here to test it.)
Why is it important for businesses to invest in a responsive site?
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According to Google, 59 percent of all searches are performed on mobile devices. If your site is not responsive, the user may struggle to navigate through your website and move on to the next one for a better user experience.
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An unresponsive website is hurting your SEO. Google heavily weighs SEO rankings on the time spent on your website. A high bounce rate means the user’s experience for the site is poor and Google will decrease your ranking.
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Image perception. You are in the office technology (Note I accentuated the word “Technology.”) If you are not projecting the appearance that you are keeping up with the latest technology, how will Buyer 2.0 perceive your image? Poorly, no doubt.