It takes a particular type of fool to ignore realities that damage their business.

One such reality is that mobile technology is an unstoppable force, currently accounting for 52.64 percent of the global web traffic despite its relatively recent introduction.

And this is a figure set only to rise as the scope of mobile technology and its internet accessing capabilities reaches further into previously untouchable locations.

Added to this is the tendency for cell phone carriers to offer larger data packages, and more public areas offering Wi-Fi connection, and you’ve got the perfect recipe for mobile web use to dominate into the future.

So, for your website not to be mobile responsive would be a huge error.

What mobile responsive websites are… and what they’re not

A fully mobile responsive website is a wonderful thing. Not only will it look superb, having the ability to arrange itself to the specific requirements of mobile access, but the user experience will be dramatically improved. This not only offers the user a great feeling as their effortlessly flick from page to page on the well-sized, intuitive layout. It also means that they’re more likely to stick around on your website because they’re not constantly running into drop-down menus that can’t be rendered through mobile or contact links that don’t… link!

This is different to mobile-friendly website. A mobile-friendly website will still, probably, function as you browse on your mobile device. It should look recognizable, though navigation is likely to be problematic and there could be errors or glitches on the pages.

Five years ago a mobile website could still cut the mustard. These days, it looks outdated and does not meet the expectations of visitors. This damages your business.

Improve your conversion rates

Consistency is key to success, a fact well known in the consumer industry. Wander into any McDonald’s fast food outlet or Nike store the world over and you will find the same design and layout continually repeated.

Consumers already have an idea of a brand in their minds, which the brand itself has created, and therefore expect continuity wherever that brand is represented. Predictability generates trust while unfamiliarity induces suspicion.

Rather than poor design and difficult navigation getting in the way of an enjoyable browsing experience, a consistent mobile responsive website offers the same quality user experience that your visitors enjoy through their computers.

Consider this: A potential customer browsing your website through a laptop sends the link of a product they like to their partner. The partner then opens that link on their mobile device. If your website isn’t responsive, the mobile user will not enjoy the same experience and potential revenue could be lost.

The consistent, easy browsing ensures that there are no hurdles in the way for clients. As with scrolling through a desktop or laptop, their online experience is improved if it is straight-forward and familiar.

Reduce costs in the long run

The initial costs that a mobile responsive website represents can quickly fade into insignificance given the long-term savings that mobile responsive websites offer.

Rather than running your mobile site and your desktop site separately, mobile responsive websites are simply the same version of the desktop that has the ability to adjust, extremely well, to the restrictions of mobile surfing.

Running both a desktop and mobile responsive website is done by running only one version, which saves you time and money.

Consider all those maintenance costs that go into ensuring that two websites are fully functioning and free of errors or glitches. Consider the time that is freed up if you or a member of your team no longer needs to spend tedious hours making sure the two sites both work.

This time can instead be spent on more direct sources of revenue generation to keep your online presence growing.

Climb the search engine ladder

We already know about the importance of Search Engine Optimization for a business website. Optimizing your website’s written content is a fundamental part of its online success, and a mobile responsive website makes that optimization far, far easier.

A mobile responsive website can have its content optimized for mobile browsing. This is extremely useful due to the different ways in which people make use of the mobile devices and desktop machines.

Consumers frequently search out services on the move. Thanks to that, they are more likely to add additional geographically specific words to the end of their search, for example, “near me” or the name of their location. Making sure your business has optimized its content for mobile traffic can bring in many more clients.

Additionally, running a desktop and separate mobile website requires two versions of the same site. This means that search engines are forced to crawl through twice as much content, diluting the hit count and lowering the website’s position in SERPs, or Search Engine Results Pages.

Making the advertising budget make sense!

Does your business advertise on social media? Because if it does, and you don’t have a mobile responsive website, you may as well be flushing that advertising budget down the toilet.

95.1 percent of Facebook users access their account via mobile technology. That is a stunning figure. And it means that the dollars you spend on advertising there will be wasted if a mobile Facebook user is redirected to a non-responsive website.

As we’ve already seen, continuity is key. If websites don’t offer a great experience with a familiar look, they won’t be trusted.

Internet users – particularly the generation that grew up with Facebook – have high expectations of a website and short concentration spans. If your website doesn’t meet their lofty standards then they will simply move on.

Mobile responsive websites are essential to the success of your business in today’s online world. The benefits numerous, including those we’ve just discussed.

Digital marketing agencies like 2nomads can help turn your rapidly aging website into a shiny new mobile responsive one, offering a new lifeline in a very demanding market. Get in touch to see what we can do for you.

Found this article useful? Help us to spread the word by sharing it with a friend:

About Patrick Appleby

Patrick is a British journalist and content creator now based in Mexico City. When not searching for a scoop or trying to memorise Spanish verb conjugations, he enjoys cycling, reading, and wandering through the vast streets of the Distrito Federal.