Have you ever tried looking at a website on your mobile phone and been forced to use the "pinch-zoom" viewing method? That's the one where you use your thumb and index finger to stretch the website so that you can actually read the text. If you've ever experienced this yourself, you know it's not exactly a pleasant user experience. And, if you own or operate a business with a website that requires your customers to "pinch-zoom," then you're probably not providing them with the most optimal experience, either.
Having a website, even one that requires consumers to "pinch-zoom," is better than not having one at all. According to a 2016 survey by Clutch.com, only 54 percent of small businesses have a website. This statistic is amazingly low, especially considering how often consumers are on their computers and mobile devices researching and shopping. In fact, more than 89 percent of consumers use search engines for making purchasing decisions according to a 2015 report by Mintel. Imagine a scenario where nearly half the small businesses in town didn't have a sign out front, or a door to enter through, for that matter. How would customers find them or come inside to purchase their goods or services? Considering the tremendous volume of online searches done by consumers, a business not having a website is basically the online equivalent of not having a sign or entrance.
Let's assume, however, for the sake of this article, that your business does have a website. That's a great start. However, the next question is whether it is mobile-friendly or not. Do your potential customers have to "pinch-zoom" to use their mobile phone or tablet device to effectively use your site? The question is important, because according to a survey done by Global Web Index, more than 80 percent of internet users now own a smartphone. Furthermore, a study by Clutch.com shows that only 68 percent of business websites in the United States are mobile friendly -- meaning their customers don't have squeeze and pull on their screens to view the site. That leaves nearly a third of all small businesses out in the cold when it comes to effectively reaching that 80 percent of consumers using their smartphones.
So what makes all of these statistics so important? The main reason is that by not providing a responsive, mobile friendly experience for consumers, a business owner is likely frustrating their customer base. And perhaps, even more importantly, customers are more likely to go to a competitor's website that provides a more user-friendly experience.
In today's busy, mobile environment, consumers demand easy-to-navigate sites that provide instantaneous information. Quick upload speeds, easy-to-use interfaces and readily available answers aren't simply a wish, but rather an expectation. Think about how often you pull out your mobile phone or tablet to search for information. Search engines like Google can now retrieve answers even more quickly than consumers can ask the questions.
Today's shoppers are unwilling to wait for a website if it is slow to load, or they have to take the time to pinch and zoom a platform that isn't mobile friendly. That in itself is bad enough, but to complicate matters more, Google doesn't like websites that aren't mobile-friendly either. And this poses an even bigger problem for business owners.
On April 21, 2015, Google released a new ranking algorithm designed to reward companies and businesses who had mobile-friendly websites. When doing a Google search, you'll notice that some websites rank higher than others. This has been the case for a long time now, but in the past year, Google has applied similar criteria to websites concerning their usability on mobile devices as well. Sites designed to be mobile-friendly are now rewarded with better rankings, while those that are not are penalized. In short, business websites that are not built on mobile-friendly or responsive platforms are simply left behind.
The only thing that is certain in the digital landscape is that nothing remains status quo. Operating and maximizing your business' online presence can be an ongoing challenge to be sure. The important thing to remember is keep your company positioned so that it is in front of the people who are searching for you. Whether taking a hands-on approach, or hiring a professional marketing company, having an effective and high-powered web presence will pay dividends in the end.
Ryan Williams is a digital media consultant for 121 Digital Marketing in Hot Springs. He can be emailed at [email protected] or called at 501-623-7711, ext. 114, for ideas on how to market your business online.
Business on 10/10/2016