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Responsive Design Is Necessary

It’s not a fad. How your website looks matters to your clients.

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Responsive Design Is Necessary

Think of the last website you visited on your mobile phone. Did it appear the same as on your laptop? How about on your tablet or on a TV screen? As a result of responsive design, web pages can appear as intended across any platform, regardless of the screen size and despite the myriad devices on the market.

If you haven’t heard of responsive design, you’ve certainly seen it in action. (Google now recommends that webmasters utilize responsive design to comply with best practices.) So why does this matter to you? Because it matters to your clients.

Your advisor website needs to conform to best practices. Your clients and prospects shouldn’t have to pinch or resize their handheld device’s screen in order to read content on your website or touch on a tiny link. You want your clients to have a positive experience on your website. A Google/Nielsen survey found that three out of four mobile searches trigger follow-up actions such as additional research into the business, visiting the website, sharing information, or contacting the business.1

  1. Handheld Is the Trend
    A Pew Research Center poll conducted in 2015 found that 84% of respondents access the Internet on a cell phone, tablet, or other mobile handheld device.2 Consumers use mobile browsers for a range of tasks — from browsing to information searching to e-commerce.
  2. Responsive Design Is Now
    Responsive design isn’t a fad. Websites developed with responsive design appear as intended on mobile phone screens, tablets, and large desktop monitors. Responsive design eliminates the need to have a separate mobile-specific website or even an app developed to control visuals and ease navigation.
  3. It’s Visible, Regardless of the Screen Size
    Responsive design takes into account the device and the browser that is loading the particular web page, and scales the content and images. Developers are no longer constrained by specific measurements, but instead use relative sizing to achieve a fluid page layout. This enables the web page design to be responsive on different devices and browsers. Web pages can shrink or eliminate elements that don’t fit in a smaller window of a tablet or smartphone but appear when the page is enlarged or viewed as full screen.
  4. Sale or Stale?
    TeleVox found that 70% of mobile searches for products or services will result in a future sale.3 If your website’s text, images, and links are small when viewed on a handheld device, you need to consider making the move to a responsive-design website to reduce the risk of lost website traffic and customer referrals. This is especially important because mobile searches are gaining in popularity, and 77% of mobile searches occur at home or at work.4
  5. Load Speed Counts
    What happens when you navigate to a website and it seems to take forever to load? Most likely you move on, which means that the business has potentially lost a customer. With a responsive website, the load time is faster than a conventional mobile website, eliminating the chances for stalling that drives customers away.
  6. Search Results Matter
    Not only is your traditional website’s load speed frustrating for clients and prospects, it is also negatively impacting your visibility in search engines. If you website has a slow load speed, search engines perceive it as low quality, thereby lowering your website’s search ranking.5
  7. Don’t Wait — You’re Losing Prospects to Competitors
    Look at your favorite websites. Chances are they have made the switch to a responsive design. Given the growing use of the Internet with a multitude of devices, shouldn’t your website keep up with the changes in tech devices used by your clients and prospects? You work hard to promote your firm’s image, whether it’s at a Rotary meeting, in the local paper, or in face-to-face meetings with clients. It’s easy to give your website the design boost it needs simply by adopting a responsive design.

Given the heavy and varied device use of the Internet, how can you make the move to a website with responsive design? It’s easy with Broadridge Advisor Solutions. It is crucial for financial advisors and insurance agents to have a strong online presence company brand. Our 40+ website designs are mobile-responsive, full featured, and adhere to Google’s SEO best practices.

Broadridge Advisor Solutions websites feature FINRA-reviewed content — newsletter articles added each month, videos, calculators, and in-depth research articles — to educate your clients and prospects.

Sources:
1, 4) Google/Nielsen Life360 Mobile Search Moments, 2013
2) Pew Research Center, June 26, 2015
3) TeleVox, April 22, 2013
5) smallbusiness.yahoo.com, August 15, 2014

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