When creating a digital marketing plan for your business, the first factor to assess is your company’s website. If the website is not designed to easily convert visitors into leads, not only are you wasting money, but you are also missing opportunities to make potential clients actual clients.
In order to determine whether or not your website is converting leads into clients to generate money, explore Google Analytics. If Google Analytics displays a high bounce rate, this means website visitors are only on your page for brief periods of time. A primary reason to explain high bounce rates is that a website is not responsive. A responsive website is one that properly renders its content across all devices—desktop computers, laptops, smartphones, and tablets. If a prospective client checks out your site from their smartphone, the website will be “stacked.” This means the site visitor will not have to zoom in to read your content or view images. Instead, the website will be displayed properly according to the screen size from which it is being accessed.
The Importance of Upgrading to a Responsive Site:
- According to Google, 59 percent of all searches are completed through mobile devices. If your company website is not responsive, website visitors will have a difficult time searching through your site and quickly move on to your competitor’s website.
- In order to effectively implement an SEO strategy, you must have a responsive website. SEO rankings rely heavily on the time spent on your website, meaning the lower the bounce rate, the more likely your company site will land on page 1 of Google searches. If your site has a high bounce rate, Google will decrease your ranking, and possibly push your company’s website off of page 1 of a user’s search. (How often do you go to page 2 when you perform a Google search?)
- It’s all about your image: Within the office technology and solutions industry, image perception plays a huge role in turning leads into customers. If your website is outdated, Buyer 2.0 will have a negative impression of your business.
Now is the time to transition from your outdated, non-responsive website to a modern, responsive one. Find a marketing company that offers digital marketing solutions, specifically SEO, pay-per-click (PPC), and Google Adwords, and values the importance of having a responsive website. Once you re-launch your website to be responsive on all devices, your site will be more user-friendly and—in turn—generate more leads.