Walk - Don’t Run - Into Responsive Redesign
- Fiorella Alvarado, Director of Client Strategy
It is a well-known fact how important it is to create a website that works effectively across device types. Long gone are the days where a user was limited to a desktop in order to search for information. Users demand immediate information more than ever before and expect an effortless experience.
Responsive design has shifted to the forefront as the solution for a cohesive experience across devices. We are seeing a trend of website owners that have maintained two different websites (their mobile and desktop version) for some time and are ready to explore responsive as part of their upcoming redesign strategy.
There are various benefits to having a website that is responsive - it can positively affect your SEO, maintenance resources (one site vs. multiple to update) and user experience. Not to mention that this is Google's official recommended website configuration.
So what else is there to think about? Why not sign right up and dive into the project?
Your new responsive website should be designed with the mobile device experience first. You will need to be open to de-cluttering and simplifying the experience.
This will mean a new strategy for:
Your website navigation and overall hierarchy
Prioritization of the site's calls-to-action and promotions
Homepage content regions
Expect the project to take longer than a traditional redesign. Building a website in responsive will take more time and more resources - each stage must account for various devices. Ensure that all phases of this project (planning, design, code-out, testing, etc.) can be completed within your target launch date.
Your new responsive website will give you access to a new potential pool of customers/clients. Leverage the new experience your website offers with the correct marketing mix.
Consider the following:
Mobile specific interactive advertising campaigns
Responsive templates for email marketing
How to leverage mobile devices to bring “off-line” traffic (traditional marketing, brick-and-mortar locations, etc.) to your website
Regardless of whether you are redesigning your website in responsive or not, your project should begin with a clear strategy and roadmap. The more time you take to define the goals, timing, functionality, etc. in the beginning, the less likely you are to encounter delays, heavy revisions or bumps-in-the-road in the future.