Backbone Media B2B Marketing Blog
At the beginning of the year, the US passed a mobile milestone: almost half of American adults own a tablet (40% to be precise.) That’s almost 200 million people. Many of those tablets are being purchased by enterprise companies, and being provided to their employees for work.
With all of the different options of tablets (size, operating system, browsers), this has a number of implications for B2B marketers. Mobile users expect to have a similar website experience on their tablet as they do on their desktop or laptop computers. However it appears that many companies are not paying attention to this. The Search Agency UK found that out of the entire FTSE 100, only two companies used a responsive website design (the FTSE 100 is an index of the 100 largest companies listed on the London Stock Exchange) — and this list is made up of a lot of B2B companies too.
Why is a responsive website important for B2B marketers?
1. It can lead to increased conversions.
That’s because your site is ready for visitors on any device. Responsive website development gives your site the ability to dynamically change how it’s displayed based on the device it’s being accessed on.
2. It lowers your bounce rate.
Your visitors will stay on your site longer because it’s easy to navigate, use, and read on a tablet device.
3. It’ll increase your page rank on search engines.
This is specifically true for Google. The search giant favors responsive websites in its search results, especially when visitors are searching from a mobile device.
4. It maintains a consistent online presence for your brand.
Previously marketers had their mobile site on a subdomain, and it often looked different than the main site. Since your responsive site dynamically changes based on the device it’s being accessed on, it maintains the same style (even if pieces of info shift around slightly in the mobile version.)
5. It decreases your web development & maintenance costs.
By using a dynamically-changing responsive site, the development only has to be done once, and it’s ready for viewing on any device. No need to duplicate effort. Maintenance costs are reduced significantly as well, for the same reason: it’s easy to change things, and there’s no duplication.