Responsive Web Design: How Businesses Risk Losing Customers by Ignoring Google’s Recommended Mobile Friendly Configuration
The guidelines essentially give us a peek into what Google thinks search users want — and gives us an understanding on how to align our online marketing strategy and methodology, particularly SEO, with Google.
We take these guidelines seriously and they form part of our strategy.
Key takeaways from the guidelines:
- The purpose of each of your Webpages must be clear with your Main Content (MC) aligned with that purpose.
- Pages that could potentially impact the future happiness, health, or wealth of users, (such as pages of online stores, online banking, as well as financial, medical, legal, and safety information pages) has very high Page Quality rating standards because pages with low quality could have negative impact to users’ happiness, health, or wealth.
- Web pages must be maintained with updated and new content.
- The reputation of your website and business matters. Independent, credible sources of reputation information such as the Better Business Bureau, as well as customer reviews are considered in grading your website’s and business’ reputation.
- High quality rating for a page are influenced by the following criteria:
- A satisfying amount of high quality MC.
- Demonstration of a high level of Expertise, Authoritativeness, and Trustworthiness (E-A-T).
- Positive Reputation. According to Google: While a page can merit the High rating with no reputation, the High rating cannot be used for any website that has a convincing negative reputation. A very positive reputation can be a reason for using the High rating for an otherwise Medium page.
- A satisfying amount of website information, such as ‘About Us’ and ‘Contact Information’.
- Supplementary Content (SC) which contributes to a satisfying user experience on the page and website.
- Functional page design
- A modern, mobile responsive, and well-maintained website.
Here is the document: Google Search Quality EvaluatorGuidelines
Why You Need To Go Mobile Now!
The Brand Expansion Factor -What You Can Expect With Focused Marketing
Rather than bore you with at bunch of text on the Brand Expansion Factor we thought it would be a good idea to share this video created for our clients as an introduction to their First Campaign Report which was rolled out this past July. It clearly gives one an idea of just what is possible when you leverage everything that is currently out there with a focused strategic marketing approach. Not only that we have a clear reporting procedure in place that tells you exactly what we do – here in is your preview:
Everyone wants to have a website that is acting optimately to bring in more business, more sales and or more clients. Here are some tips that can help you in your quest.
Tip 1 – Make Your Website Pinterest friendly:
- Add a Follow Me on Pinterest button to your website to advertise that you have a Pinterest site.
- Make sure the images on your website areoptimized for pinning. Pinterest prefers vertical images. The ideal size is 735 x 1102 pixels.
- Use professional images that are warm and inviting. The prettier the picture the more times it will be pinned.
- Consider adding a watermark to your photos – just make sure the watermark doesn’t overwhelm the image.
- Make sure your site has images that arepromoting a lifestyle over a product. For example: a beautiful hairdo featuring a pretty barrette is better than a product photo of the barrette.
Tip 2- Optimize Your Website
Step 1: Optimize your website for local search There are a number of ways you can optimize your website for local search that will help attract local clients and customers. The first thing you need to do is identify your keywords. These are the words (usually a short phrase) that describe your business. If, for example, you run a wedding photography business, your keywords might be “wedding photographer.” To localize your business, add the city you target to that phrase, e.g. “Burbank wedding photographer.” Read the free Small Business SEO Guide, do some keyword research to make sure the city + keyword phrase has strong search volume, then optimize your website for the best locally focused keywords using the on-site optimization tips in the guide. Next, include a local street address and phone number (with a local area code, not 800 number) on each page of your website. Most businesses do this in the footer. This information must be on the website in text, not image format, so that search engines can crawl the information. If your business has multiple locations, the alternative is to put the primary location on each page and create individual contact pages for each location. Tip: Make sure your website has a contact page for each location that includes the address, phone number, and a map helping customers find it. Adding photos of each location on the contact page is also a good idea. _Actionable Takeaway: Craft locally focused keyword phrases for your business and optimize your website for them. Also, include your local address and phone number on each page of your website.
10 More tips:
- Put the domain name (www.yourcompany.com.au) onto all of your companies emails, stationary, business cards, signage and vehicles (even staff uniforms)
- Use your website to enhance and extend all printed marketing materials with a link to your website displayed clearly.
- Ensure your site is fully search engined optimised, this must be done by a reputable web specialist.
- Don’t get a site in the first place that the designers won’t carry out the SEO as above
- Social media on your site is a must for help with search engine optimisation, especially Face Book which is a great way to interact with lots of potential clients
- Set up Google Analytics, this way you’ll know how your site is performing on a regular basis
- ALWAYs get staff to ask clients how they came to hear of your company, in this way you’ll know how your marketing is being successful
- Collect a database of clients and email them regularly with special offers and include your site details to drive them to it
- Keep the site fresh and updated, new images of products and projects.
- Ensure the site is responsive which means its able to be viewed on tablets and phones, if it cannot then you will lose a big part of your potential market
Summary: there are many things you can do to improve your website – Keep Posted for More Tips.
Learn the features that contribute to high website conversion rates based on a study by LexiNexis.
How to Increase Conversions For Your Law Firm Website
There are literally hundreds of countless web sites of law firms attempting to obtain the interest of possible customers. With a lot competition on the web, a law practice’s website only has a few seconds to engage website visitors. According to the “2013 Law Firm Website Conversion Study,” which was commissioned by LexisNexis Martindale-Hubbell, possible clients use those initial couple of seconds to examine a law firm’s site, determine their professionalism and reliability, as well as identify their ability to practice law.
Consumers are increasingly comfortable with searching for information online when it refers to lawful concerns. Law firm websites should abide by certain principles if they want to involve and also convert website visitors into clients. Without a doubt, based on the LexisNexis Martindale-Hubbell research, there are certain internet site components that motivate website visitors to get in touch with law firms, as well as particular website elements that would certainly discourage them from contacting law firms.
The “2013 Law Firm Website Conversion Study,” notes the feedback from participants on newer website aspects—such as blog sites, social media links/widgets, and also videos—as well as more established industry best practices—such as prominent contact information, a professional image, and showcased experience.
Features that Positively Impact Conversions on Law Firm Websites
The study indicates that there are certain common “building blocks of success” that favorably impact conversions on law firm websites.
These elements are:
- Attorney Profiles
- Practice Areas
- Free Case Evaluation
- Consumer Education
The law firm’s place ought to be prominently showcased on the website. Besides noting the complete address of the office location, participants of the research were more likely to call law firms that conspicuously featured maps and directions to their offices on their web sites.
Law web sites that were well-organized and also very easy to navigate were provided really favorable ratings. In comparison, law firm websites that forced website visitors to do many clicks to uncover the information they required, were offered lower scores.
- Attorney Profiles/ Practice Areas
Well-designed attorney profiles provided individuals a greater feeling of the attorneys’ abilities, character, as well as skills. Aspects that make up a properly designed lawyer profile include photos (consisting of pictures of the attorneys), biographical info, and experience. Participants especially wanted to quickly find the attorney’s location and areas of expertise.
- Free Case Evaluation
Several individuals favored law firm sites that conspicuously showed free consultations. This is because numerous participants hesitated to call law practice that charged for the initial visit – particularly if the lawyer might not eventually take the case.
- Consumer Education
High quality, targeted, as well as truly helpful material attracted participants. Advantageous ratings were awarded to law practice sites that explained participants’ legal concerns and provided beneficial educational material. Online search engines like Google and Bing also prefer law practice websites that consistently post high quality, targeted, yet useful material, and they also offer much higher natural rankings to the web sites that fulfill such requirements.
In addition, the study showed that participants gave the following characteristics favorable scores:
- Prominently Featured Case Results
Individuals additionally favorably ranked law practice websites that featured case results. Participants however did not favour firms with major awards, as it was felt that companies that included smaller successes were much more inclined in taking on a greater variety of cases. Law practice websites that simply posted big wins were viewed as being intimidating and thus were much less inclined to call such law firms regarding smaller cases.
Descriptions of Third-party Competitive Differentiators
Law practice websites that showcased professional accomplishments, independent rankings, or customer assessments scored significantly better than law practice web sites that lacked such third-party affordable differentiators. Individuals wanted to find out even more concerning the positive qualities that differentiated the law practice from its rivals.
- Prominently Featured Videos
A significant number of participants found expert videos on the site to be very persuasive. As most do not want to deal with lawyers and law firms that make them feel uncomfortable, they prefer to watch videos clips on law practice web sites that offer a compelling look into the lawyers’ personalities and the atmosphere of the law practice.
- Well-integrated Social Media Links/Widgets
Law firm websites that posted prominantly their social media links/widgets were viewed as being more approachable, and were checked out more favorably by some individuals.
- Responsive Web Design
Law firm sites that have been maximized for numerous devices– such as tablets, desktops, as well as mobile phones– were viewed more positively by individuals. Site visitors are turned off by web pages that do not display appropriately on their devices. Such sites that aren’t compatible typically experience less traffic and also fewer conversions. Google and Bing likewise despise websites that aren’t device responsive, and will penalize such websites.
Features that Negatively Impact Conversions on Law Firm Websites
Of course, there are other factors that would detrimentally affect conversions on law practice web sites. Based on the LexisNexis Martindale-Hubbell study, the following factors discouraged individuals from contacting the law firms featured on their website:
- Websites that Appear to be too Commercial
Participants were turned off by law firm internet sites that focused too much on payment or appeared to be too desperate for business. Customers would instead employ attorneys that appear more interested in making a difference than in making a profit.
- Mediocre Visual Design
Badly created or visually sub-par web sites likewise drive site visitors away en masse. Individuals stated they were less most likely to speak to law firms that had cluttered websites, uninviting visuals and color design, and navigation that proved difficult to browse.
- Inappropriate Photos and Poorly Chosen Images
Some participants were turned off by stock pictures, especially if they found the images to be mentally distressing. Troubling photos (such as those of injured individuals and accidents) were deemed inappropriate, even if they associated with the area of regulation being exercised. Individuals likewise revealed disappointment in law firm sites that did not have pictures of their lawyers.
- Missing Case Results
Participants expected case results to be conspicuously shown or very easy to locate, and revealed dissatisfaction at law firm websites that did not include such details.
- Poorly Designed Contact Forms
Individuals were shut off by contact forms that were needlessly invasive or called for extra, tiresome actions to complete.
A Questionnaire for Law Firms that Want to Convert Even More Site Visitors on their Websites
Attorneys who want to convert even more of their site visitors and reduce their bounce rates should respond to the following concerns:
- Does their firm’s internet site convey a professional image?
- Can website visitors easily establish if the law firm’s location is nearby?
- Does the company demonstrate its ability to handle the prospective client’s legal concerns?
- Does the firm demonstrate its expertise via its website?
Anything less than a resounding “yes” ought to be reason enough to subject your web site to professional analysis and redevelopment. Your website must be the main proponent of your online marketing effort. Aside from providing a window into your firm’s positioning, strengths and abilities, your website needs to additionally summarize the professional abilities of individual attorneys and also offer instructional material that your site visitors will certainly find valuable.
With the right mix of targeted content, compelling design, and useful features, attorneys can connect more effectively with their site visitors, and convert them into prospective clients who will contact the firm for more information or set up appointments.
Does your firm’s website meet the following criteria, or is it sorely lacking in the website elements and/or characteristics that lead to successful conversions?
If your law practice internet site lacks any one of the above mentioned site components or features, there’s no need to stress as we’ll be more than grateful to aid you. We offer professional web design and development that focuses on keeping your site vibrant and up-to-date. We’ll incorporate all the site components and features that will certainly lower your bounce rate yet increase your website conversion
Furthermore, we’ll enhance your website with targeted key words and also keyword expressions that will certainly raise its rankings on the organic search results page of Google and Bing. We’ll likewise update your site blog site with useful educational content that will nurture your leads and also lead them down the sales funnel, transforming them right into customers. If that had not been enough, we’ll also set up, maximize, as well as upgrade your social media sites accounts and manage your communications with your audience.
We’re specialists when it comes to advertising and marketing law practice online. We’ll establish your brand existence, boost your brand name’s reach, drive even more focused traffic to your website, as well as raise your conversions.
Contact our professional digital marketing agency today, and get a FREE consultation on how to design or redesign your law firm website and increase your conversions!
One Of 2 Promotions in November – Website Design Special:
This is designed to get a small professional website up and running quickly. We will provide all you need: the hosting, the writing, social account linking as well as 3 months of additional design support. It comes with 3 Brand new Mobile Friendly Themes to choose from Click here for details! In addition when you buy one site in November there are additional savings you can take advantage of. For example you can get $200 off our website management package giving you 4 hours of design services every month for an incredibly affordable price and 50% off another website of equivalent value.
Websites Change Constantly to keep up with trends, specials, changes, announcements etc … Get 4 hours of Design Support Every Month! This Design Support Service will address your desire to make constant tweaks and addition to your website. Take advantage on to before July 31 to take advantage of this introductory promotion!
Getting More Leads and Sales, Not Just Fancy Cosmetic Redesign
Implementing responsive web design means opening up your online storefront to mobile visitors, effectively increasing your chances of getting more leads and sales through your site. While it may come as a mere fancy redesign to some business owners, you should realize that this change is geared toward marketing more than cosmetics. Making the decision to have a responsive site means giving your business more opportunities to grow, especially for the long haul.
Mobile Internet users are expected to outnumber desktop users by next year. It is therefore no surprise that Google is paying close attention to this development. And so should you. Because if your website is not yet “mobile responsive,” you may be turning away prospects who browse your web pages via smartphones, tablets, or laptops. And frankly, mobile users are prospects you wouldn’t want to lose.
Non-Mobile Ready = Non-Customer Friendly
A study by Sterling Research and SmithGeiger for Google found that a whopping 96% of users have encountered a website that is obviously not designed for mobile. This would not have mattered to you if not for the following findings also uncovered by the same study:
52% of users are unlikely to engage with a company whose website brought them a bad mobile experience
36% of respondents say a non-mobile-friendly site wastes users’ time
67% of users are more likely to purchase if the site is mobile friendly
To add up to business owners’ growing woes, Internet research company comScore estimates that 52.4 million Americans now own nearly 58 million tablets. Another research group, Pew Internet, says 56% of American adults have a smartphone. Worldwide, there will be 1.4 billion smartphones by the end of 2013, adds ABI Research. That’s with a B, billion.
Take note that these devices are not just capable of connecting to the Internet; they will be connected to the Internet. Cisco estimates mobile Internet usage will skyrocket at a pace of 66% in the next five years.
Needless to say, Internet users – including your prospect customers – have been and will be viewing your website using mobile devices. That’s a major problem if your site is not designed to load properly on mobile.
Supported, Not Preferred: Dynamic Serving & Mobile Sites
In total, Google supports three configurations in serving content for smartphones: mobile responsive, dynamic serving, and mobile version website. The search engine prefers the first option. As for the other two, they are supported but not recommended.
The second supported-but-not-preferred option is actually creating another website, a mobile version of the main site. It is often carried out with a different domain, such as m.example.com, indicating it is meant for mobile visitors. The creation is the easy part. Ensuring pages properly redirect to their mobile equivalent pages is the tough task. Faulty redirects mean Google won’t be able to find and rank your mobile pages properly. And oh, now you have two sites to maintain (desktop and mobile) so you have twice as much optimization work to do.
Supported & Recommended: Responsive Web Design
And then there’s Google’s preferred method of servicing mobile users: responsive web design. Of all three configurations supported by the search giant, it leans on responsive more because of its many advantages not just in improving user experience but also in speeding up web page indexing and ranking. According to the official Webmaster Central Blog, here’s what Google has to say when building smartphone-optimized websites:
“Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google’s recommended configuration.”
Because the desktop and mobile content are on a single URL, it is easier for user to find, link back to, and share that content. It is also easier for Google algorithms to assign the indexing properties to your content. “Google can discover your content more efficiently as we wouldn’t need to crawl a page with the different Googlebot user agents to retrieve and index all the content,” the company explains.
What Makes a Website Mobile Responsive
In a nutshell, responsive is serving both desktop and mobile users the same exact HTML, changing only its appearance via CSS. This means your web pages load perfectly on all devices, regardless of screen size, without needing to change the HTML for each device or to create a separate mobile website.
A mobile responsive website has three key features: a flexible or fluid grid, flexible images, and CSS3 media queries. These features allow the website to “adapt to the viewing environment”. The website adjusts for viewers so they won’t need to scroll in all directions and zoom in and out whenever browsing via smartphones, tablets, and laptops.
Why You Need to Shift to Responsive Today
Be More Visible Online – The responsive configuration makes it easier for Google to index pages since its crawlers will only deal with one set of code. Since you won’t create a mobile site, you also avert the possibility of faulty redirects, allowing pages to be discovered and ranked.
Build and Improve Your Brand, Reputation – The Sterling Research and SmithGeiger study also found that 48% of users are “frustrated and annoyed” by a non-mobile-friendly site. Being perceived as “annoying and frustrating” won’t help your brand and reputation.
Capture Desktop and Mobile Targets – Desktop users roam your site effortlessly. But what if they use a smartphone or a tablet to browse? Some 48% of users think companies that have non-mobile friendly sites “don’t care” about their business. Googdbye, mobile user leads and sales.
Dominate Your Competition – The same research found that 61% of users will quickly go to another website if they don’t immediately find what they need on your mobile site. Keep your site non-responsive and your competitors will thank you for the customers you send their way.
Save on Development Costs – You need to spend upfront to get a mobile responsive website but it’s actually more cost-effective in the long run. It’s cheaper than building a separate mobile site and then maintaining two websites. It’s cheaper than losing mobile customers, too.
Give Focus to Your Marketing, SEO Efforts – It is hard enough to make your pages rank on the first page of Google for main keywords. Imagine if you had twice the number of pages you need to carry out optimization for. Imagine promoting a doubled number of URLs. Chaos will ensue.
Prepare Your Business for Long-Term Success – More and more page views are coming from mobile, and less from desktop. Next year, mobile viewers are expected to outnumber desktop users. With a responsive site, you are ready for this long-term shift in website traffic origin.
Ignore Google, Risk Losing Customers
Google is unrelenting when it comes to user experience, and that’s why it has the largest search share.
By following Google’s recommendation, you are providing quality experience to your site visitors, whether they connect via desktop or mobile. Remember, they are not just visitors; they can turn into leads that you can eventually convert into customers.
On the other hand, by ignoring Google’s recommendation of implementing responsive web design, you are preventing your site from being indexed by search engines the best way possible. You are also effectively sidestepping a crucial advice to improve your site visitors’ user experience, and therefore turning away prospect customers. So, do the right thing for your business: get a mobile responsive website today.
Send us an email at firstname.lastname@example.org or call us at 604-200-7787 [Canada] now to see how you can avail of our free in-depth consultation… so we can make your website and business mobile responsive, customer friendly, and ready for the future.