For the past couple of years, the SEO industry has been saying a lot about the need to have a responsive, mobile-ready website. We are amazed that so many of our smaller competitors are still building non-mobile websites. We just scratch our heads.
SEO for professional services companies carries the added weight that professional services should be just that: professional. So, not only will having a poor or outdated website hinder new business, there's that little thing called "image" to consider. We might call "mobile-ready," "business-ready."
Google now penalizes websites that are not mobile-friendly
Recently, a prospective customer forwarded to us an alarming email they received from Google. The email speaks for itself. Here it is, un-retouched except for the URL:
We're not too surprised, as there have been rumblings for some time in Google Webmaster blogs about Google's growing focus on mobile-ready websites. What may be more alarming is that the majority of websites on the Internet still are not mobile-ready. And, as I mentioned above, many web designers are oblivious, ignoring trends: "It's a pretty little website. That's good enough."
What's a "Responsive Design" vs a "Mobile-Ready Website?"
"Mobile-ready" really covers all the bases, but not all "mobile-ready" websites are "responsive." A website can be adapted to mobile devices by using a separate template or perhaps a plug-in, if you have a WordPress website, for example. This system often has its limitations and is generally not the preferred way to go.
A responsive design is something different. Responsive designs use programming to adapt a website to smaller screens. The website is “smart” enough to discern what device your using and reformat structure on the fly. Aside from the website's ability to scale and reformat structure on the fly, it also needs to load fast, so techie items like image optimization and are important.
How Much ROI Will I Get if I Redo My Website?
This is one of our favorite questions. If you’re not using inbound marketing tactics, you won’t have any hard metrics to measure leads generated through your website. So you'll have to be a little more conventional to discover results. We've actually seen some spectacular results with some of our clients going from old, out dated websites to new websites that have the SEO practices above.
How we did our studies:
- We did some A / B comparisons on several recent web projects.
- Before we began each new project, we analyzed the old website, gaining a thorough understanding of performance issues.
- From the discovery sessions with our clients we already knew their pain points and what they were trying to achieve.
- We then created a new website with proper on-page SEO.
- Over a few month's time, we watched metrics and talked to our clients to acquire lead intelligence from them.
Key take-a-ways from this blog article:
- Having a responsive mobile-ready business website is no longer an option.
- A website redo can mean more business for you.
- Adding inbound methodology to a new website maximizes the ROI that can be tracked.