Many companies with functioning websites wonder cringe when their programming or marketing team mentions the word “redesign.” In truth, companies with large budgets might enjoy the prestige of featuring the latest web design trends on their sites. But, for smaller companies, the cost-vs-ROI must be carefully weighed before making an investment of that magnitude. Of course, in today’s age, there is one giant elephant in everyone’s marketing room: mobile responsive design.
The Mobile Factor
There are many reasons why responsive design is a smart decision for your website. For one, in the USA alone, 94% of people with smartphones search for local information on their phones. The sheer volume of website traffic from a mobile device should underline the importance of having a responsive site.
The bottom line, however, is that Google – err, Alphabet – is the gatekeeper to a vast majority of web traffic. What they think of your site matters in many ways.
The Quality Score Metric and How it Affects Your Site
Google’s metric, Quality Score, factors in how mobile-friendly your website is. It affects every aspect of y our online marketing efforts.
For example, ads with a High Quality Score (10) will show up in more places, receive more clicks, and you’ll pay less for them on average. Ads with a low quality score (1) show up less often, cost more per click, and take up less screen Real Estate.
There are 3 primary factors that make up the Quality Score that affects you:
- Expected Click-Through-Rate (CTR) – the expected number of people that will click on your ad because it is relevant to what they were searching for.
- Ad Relevance – How well written and relevant your ad is compared to what the viewer searched for.
- Landing Page Experience – What a user can expect when they visit your site by clicking the ad. (Mobile responsiveness, load times, amount of text, length of forms, etc.)
These three factors ultimately determine how much you get (clicks, leads, calls, etc) from an ad for what you give (Cost, time, etc.)
The relevance of your ad and CTR depend in a large part on your PPC manager. The landing page experience depends on your website design and content.
Mobile Friendly Vs Mobile Optimized
Mobile friendly sites have been a thing for a long time. Containing an entirely separate URL, they are essentially a second website that mobile devices arrive at when searching for your company. However, with the wide range of screen sizes, the most important thing is to have a site that responds to different screen sizes by reformatting itself.
There are many neat websites available that are designed to help you see how your website is performing on different devices. Take the time to check out each page and experience your site the way your visitors and potential customers are experiencing it.
How Long Will a Redesign Take?
The amount of work required to bring your website back up to par with modern standards depends entirely on its current state. Complex menus, zoom requirements, call to actions, and online forms are all component that may need re-programming to become fully compatible with handheld devices.
With a little extra programming, pictures can be made to automatically re-size and re-format to fit any screen size. Ditto for menus and multi-column content.
Is it Worth It?
We highly recommend re-designing your site to be mobile responsive. Statistics show that this creates a better platform for putting your company in front of potential customers, ultimately increasing sales.
How much will it cost?
Sit down with a trusted programming team to find out the initial cost of programming and compare that amount with the increased ROI that comes with enhanced marketing capabilities. The final decision is up to you.