“[A] website without visitors is like a ship lost in the horizon.” – Dr. Christopher Dayagdag.
The importance of a well-designed website as part of a brand’s holistic digital media marketing toolbox cannot, and must not, be underestimated. Not only is the website a vital part of the brand’s digital marketing strategy, it often is the most prominent element and driver of sales
This sentiment is echoed by LinkHelpers Phoenix Website Design Company, especially with respect to an organisation that sells products and services online via an eCommerce site. Thus, it makes sense that this article focuses on ways to ensure that the company’s website is able to fulfil its unique role in the business’s digital media marketing arsenal.
Website development: One site, multiple platforms
We are well into the Information Age. In fact, the world is gearing up for the Fourth Industrial Revolution. The question that needs to be asked and answered is what do the Information Age and the Fourth Industrial Revolution have to do with website design and development?
Current global statistics show that just under 50% of the world’s population has access to the Internet via a variety of devices, including mobile, laptop, and desktop devices. Each device type has a different size screen.
Thus, it is expected that, based on historical website methodologies, the website will not fit on the device’s screen, and the user will not be able to view the site’s content. This fact results in the visitor to the site navigating away from the site and looking at a competitor’s products and services.
At this juncture, it is vital to be cognisant of the fact that the primary role of the brand’s website is to convert visitors into returning customers. Secondly, it is more difficult to convert visitors to the website into a returning customer than it is to keep existing clients. Consequently, is vital, for the website’s visitor’s user-experience, that the site fits the device’s screen and is easily viewable.
Therefore, the brand marketers must choose between one of two options:
- The website developer must develop an individual version of the same website to fit all the different devices’ screen sizes that are currently available for purchase.
- Develop one site using a responsive design.
The first option mentioned above is not viable in terms of the vast number of versions of the website that the website developer will have to design, develop, and maintain. In practical terms, it is costly, time-consuming, and challenging to maintain any number of versions of the same website (or application).
Therefore, the only option is to develop one version of the website in such a way that the website automatically determines the device screen size and adjusts itself to fit the screen accordingly. This design template is known as a responsive design. In simple terms, the website responds automatically to the device’s screen size.
In closing, it is important to take note of the quotation mentioned above by Dr. Christopher Dayagdag that a “website without visitors is like a ship lost in the horizon.” In other words, if there are no visitors to the brand’s website, the customer conversion rate will be very low; thereby, resulting in negligible sales figures.