How many sales are you losing because your small business website isn’t properly designed?

Need fewer customers? Interested in attracting less foot traffic? Looking to drastically decrease your online sales? If so, keep your poorly designed website that isn’t mobile-device friendly.

Responsive web design can be the difference between more customers and no customers.

Responsive web design is important to maximizing sales.

Various surveys show that on average, about 50 percent of mobile users either refuse to use a website that isn’t mobile friendly or quickly get frustrated and move on to a competitor.

The sad part is, that’s not the only ramification. Google now puts a heavy emphasis on having a mobile friendly design (also known as a responsive design, meaning the site responds to whatever size screen it is displayed on). So not only are you directly losing customers that find your site -- you are also indirectly losing others that don’t find you via a search engine because your listing is so far down the rankings, no one ever gets there.

Having a responsive website is an absolute requirement today. It’s not one of those “I’ll get to it later” items. Each day that goes by with a site that isn’t mobile friendly is a day that you are losing business. Remember, for many people, this will be their first impression of your business, and if your site doesn’t meet their expectations, probably their last. Shoppers don’t typically come back to a site that didn’t meet their expectations. Even if it showed up in search rankings later on, they are likely to remember your site as the one that wouldn’t display properly or was too difficult to navigate on a smartphone.

The number of people who shop and search for local businesses on mobile devices is only going to continue to grow. It’s imperative that your site is responsive and doesn’t create unneeded barriers to a potential sale.

Here are some statistics from Google and Kissmetrics research that illustrate what I’m talking about:

  • Nearly half of users said they get frustrated and annoyed when a site is not mobile-friendly, and more than a third said they felt they wasted their time.
  • Half of users said they would likely not do business with companies with non-responsive websites.
  • Nearly half said they would feel a company doesn’t want their business if their website is non-responsive.
  • 73 percent of mobile users have encountered websites that took too long to load on their phone or tablet.
  • 51 percent say that websites often crashed or froze on their mobile device.
  • 41 percent found the formatting of a website difficult to read on their phone.
  • 40 percent abandoned a mobile site that took more than three seconds to load.

As you can see, not only do you need a website that’s mobile friendly, you also need one that is well designed and streamlined to load quickly.

Don’t miss out on sales because of a non-responsive website. Update your design to modern standards to take advantage of Google’s search algorithms and the growing number of people using smartphones to find and buy products.

Matt Beargie is the web developer at Emerge Inc. If you have questions about whether your site is mobile friendly or not, contact him at

Emerge is an Avon Lake (Lorain County)-based provider of web, mobile and content solutions, and serves the communities of Avon, Avon Lake, Lorain, Elyria, Wellington, Grafton, Sheffield, Sheffield Lake and all of the Western Cleveland suburbs.

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