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Why Responsive Mobile Design Is Important

June 14, 2019 - Stephan Salt

I feel what I have said in my last blog about why you should have a professional website, there is more than you should know. A website isn’t a website if you can not view it properly on a mobile device.

So in this blog, I am going to tell you how important it is to have a website that is also responsive or custom built to fit mobile devices. There are, of course, many reasons why your website should be mobile friendly, but in my opinion, there is only one reason why you need a mobile-friendly website and why you should be worried if it is not.

Why is mobile design important?

Mobile design is important

If you do a Google search for “why do I need a mobile-friendly website?” you’ll be presented with a list of websites that give “3 reasons why you must have a website,” “10 reasons to make your website mobile friendly,” “Five compelling reasons you need a mobile-friendly website” and so on.

While all the reasons they give are valid, they all amount to the same thing. If you do not have a mobile friendly website you are losing business!

What I mean by losing business is that you are losing out of the share of the market. The reason you’re losing business is mainly the result of:

  • Reduced Google ranking
  • Poor user experience
  • Unfriendly to smaller devices and their capabilities
  • Unresponsive website

Optimise your website for mobile users

Optimise for mobile

If your website is not mobile friendly it will lose important SEO scores and rank lower in search engine algorithms. Why? Because Google penalises websites that are not mobile friendly and ranks them lower than those that are. Instead of page 1, you could find yourself on page 2, 3 or 4 – worse still not at all. This isn’t really a great place to be. As most people would be onto the right website before they hit into page 2 of Google.

If your website makes it to page 2 or 3 and someone does visit your website through a Google search, or via other means such as a newspaper ad, your business card or a link from your Facebook page, when they arrive at your website, if it’s not responsive they will not be happy. What’s more, nowadays people are mobile and need their information quickly. We are a society “on the go” and reaching this market of customers through their mobile devices is a must.

So why wouldn’t people be happy if they land on your unoptimised website on a mobile device?

One thing will be the text sizes, it will, therefore, be too small to read – having to pinch in and out to read the text which could make the user bounce – ranking you even lower and also end up losing you business. Another reason why they wouldn’t be happy is that the navigation through the website will be both difficult and not seamless enough resulting in people exiting the website – again losing business and money.

Another major factor affecting bounce rate is your image sizes. They may be too big to load onto the mobile device making responses slow.

Often it is not just one of these factors but a combination that can damn your website to the back pages of a search.

Take it from Next

Next Example for Mobile Design

Take Next, a large online and high street Fashion retailer. They have a website and a mobile app. Allowing all customers of all types to shop online. However, their downfall is that they don’t have a responsive website. You have to know the trick to get to their mobile site. Without that inside knowledge, you are forced to use their mobile app which you will have to download from an App Store. Next time (ha see what I did there) you want to visit next.co.uk on your mobile device, type in ‘m.next.co.uk’ which will allow you to view the site on mobile devices better – you’re welcome Next.

One thing does still baffle me with this though. Why can’t the user automatically be directed to the site that fits their device? On most other websites they do, but this seems to be the only one that I have come across that doesn’t – one that forces you to use their mobile app.

Responsive websites = More leads

Responsive websites

So enough about Next. Most people these days expect or want to have a good experience when they arrive at a website be it a great piece of literature or catching up with what has happened with the news or even purchasing something online. Responsive websites look and function great on all devices, giving users a good experience when they visit whatever device they are using. This not only makes the users themselves happy due to great accessibility and experience, but it will give your company credibility, make you more relevant and will improve your reputation on and offline too.

In addition, with improved readability and better navigation, your call to action will be more visible and easier to click, resulting in more visitors contacting you for your products and services.

In 2015, 53% of the global mobile phone population accessed the internet from their mobile phones. This figure is expected to grow to 62% in 2018, but in February of 2017, mobile devices excluding tablets accounted for nearly 50% of web page views worldwide highlighting the importance of mobile sites for mobile phones. Asia and Africa had a higher than average mobile traffic share with 65% and 60% of mobile traffic respectively. By 2020, the number of smartphone users worldwide is projected to reach 2.87 billion, up from 2.1 billion in 2016. So it’s more important than ever to have a mobile-friendly website. You will reach more customers through Google searches on mobile phones, it will look and function better and leave your visitors feeling happy.

Most of the mobile market growth can be attributed to the increasing popularity of smartphones. By 2014, around 38% of all mobile users were smartphone users. By 2018, this number was expected to reach over 50%. The number of smartphone users worldwide is expected to increase by one billion in a time span of five years, which means the total number of smartphone users in the world will reach 2.7 billion by 2019. Samsung and Apple are leading smartphone vendors, with about 18% of the market share each. (Stats from https://www.statista.com/statistics/274774/forecast-of-mobile-phone-users-worldwide/)

What this means for you and your business is that you can tap into this market with a responsive website.


So to conclude, if you don’t have a website that is responsive you will not be able to gain more business as you will be ranked lower in search engines leading to users bouncing off your website due to really poor visuality, accessibility and usability.

Since that is the ultimate goal of your website, the ONE reason why you need a mobile-friendly website is so you do not lose business.

If you need a website that is responsive or would like a little bit of a refresh too, allow Fifteen to have a look into your site from a design, development and SEO too. Please do get in touch with us as we would be more than happy to discuss with you what you may need by contacting us on or by calling us on 0115 932 5151.

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