Responsive design is a development technique that creates a web site or application framework that will look good on a screen of any size - from large desktop monitors to small screen devices like smartphones and tablets.
It was April 2015 when Google announced that responsive websites would see an upward jump in their search engine rankings. And since then, 'Responsive Design' has become one of the most critical factors in website development.
More importantly, there are several advantages of responsive website design. In this blog, we will cover most of them and also show you how your website and business can benefit from adopting a responsive website design for your hotel or restaurant.
Research shows that in the last quarter of 2020, nearly 52.6% of global internet traffic originated from mobile devices. Therefore, it is extremely important for companies to have websites that render correctly on smaller screens.
Start by checking out how many of your visitors appear from mobile devices and how much time they spend on your website. Then, implement responsive design and match the two numbers. Once your website adapts to the responsive design, you’ll notice a significant improvement in mobile visits and a longer time spent on the website by those same visitors.
Responsive websites tend to load smoothly on all devices but specifically load more rapidly on smartphones and tablets. Fluid grids and responsive images take significantly less time for a web page to load, creating a direct impact on the duration of your user’s visit.
Research shows that 53% of mobile visitors will drop off a website if web pages take more than three seconds to load. It is crucial to hold a visitor's attention on your webpages for they can engage and execute on the purpose of your hotel or restaurant website.
The longer the visitor stays on the page increases the involvement between the visitor and the website. It also increases the probability that the same visitor may visit again. The repetitive visit of the single user results in the increase of trust and authority of the website.
Recently, there has been a dramatic rise in the number of people who use their mobile smartphones and tablets for online activities like social media, online shopping, online payments, booking tickets, etc. The pervasiveness of social media in online business has also increased in the past few years.
You need to be exactly where your audience is!
When your hotel or restaurant business has an associated social media account, your audience will hopefully be steered to your website. When you have a responsive website that works seamlessly on a mobile device, your direct marketing channel becomes easy for visitors to explore.
Transitioning your audience from your social media accounts to your website becomes smoother, thus generating more leads and bookings on your website.
Before Google had introduced the responsive website design, it was an excruciating task to design and develop two versions on the same website; one for desktop and another for mobile devices.
Deciding whether to embed the mobile-friendly link or normal website URL to use on social media accounts was also a tough task since some part of your audience might be using their social accounts via a desktop and some via their mobile phones.
But now, all thanks to responsive technology, we can make use of a single website URL universally, that is responsive for all devices.
A lot of effort goes into the initial planning, designing, developing, and maintaining of a website. It is easier to put all these efforts together to create a single responsive website URL that works on all devices than maintaining an adaptive website for mobile and desktop. Separate coding and maintenance are required for maintaining rendering two different platforms. The developer utilizes the image and the page layout accordingly to fit in the adaptive display.
The main problem when handling two separate URLs arises when a modification or an update is needed to be made. In that case, you would need to make changes to the content and design. After this, a developer will test and take a trial run of the website and open the site from different devices to rectify any faults. So, it requires twice the amount of resources, time, and money.
When you have a responsive website, a developer will update the content, make some minor coding updates, and take a trial run of that single URL across different device screen resolutions. The same changes can be completed within half the time, sparing you and your staff to take care of other vital tasks.
Google never discloses its formula of how one can remain on top of the Search Engine Results Page (SERP) listing. One thing we know for sure is that having a responsive website is highly recommended by Google, and they have publicly explained that the lack of responsive design degrades their mobile search experience and will penalize websites that do not offer responsiveness.
We already know how much of a significant impact, quality content has on our website rankings. And in recent times, responsive website design has also become an equally important factor in PageRank algorithms.
Another advantage of having a single responsive website rather than separate desktop and mobile versions is that it avoids the risk of getting into duplicate content issues, which can negatively impact your website’s search ranking. Also, any efforts in terms of SEO, that you put into ranking your desktop website gets automatically applied to your mobile version as well, thus minimizing redundancy.
“Responsive design is key to keeping up ahead of your competitors and gaining market share.”
Mobile and Tablet users surpassed desktop users for the first time in 2016, and since then, there has been no looking back; these handheld devices continue to rule the web with their growing market share.
Responsive websites have the ability to adjust their content according to various screen sizes, so they provide the best opportunity to reach a vast number of potential customers that further helps you drive more traffic to your website, build your presence among the consumers, leading to increased brand recognition and conversion of sales.
Google strongly recommends responsive web designs that automatically adjust themselves according to the user’s viewing environment, whether desktop, tablets, or mobile phones, to provide the users with an effortless user experience that is consistent across all platforms. Therefore, getting a responsive website for your business not only gets your business in Google's good books but also brings you a host of opportunities to interact with your customers better.
When you have two different versions of your website, you are required to keep track of two sets of website analytics so as to understand where your visitors are coming from and how they interact with your content on the website. This also means that you need to keep track of multiple signups and conversion points, thank you pages, funnels, and more.
On the contrary, when it comes to a responsive website, the website statistics are much more simplified because they are unified. Google Analytics and other similar tools cater to responsive websites by consolidating analytics and tracking into a single report to help you understand how your content is performing on different devices. You get insights into which browsers and devices your visitors are using, how long they spend on your site, and where they drop off, without any need to read data from multiple reports to get an accurate picture of how your digital marketing is performing.
The bounce rate signifies the percentage of people who land on your website and do completely nothing on the page they land on it. A responsive website compels visitors to stay on your site longer, which reduces the bounce rate. Visitors are compelled to click through and engage with the other pages on your website and explore everything you've got to offer. This translates into higher conversion rates and more bookings.
A responsive and optimized mobile website provides a much better user experience for the visitors. Therefore, it is more likely that they'll stick around for a long span and explore different areas of your website. Alternatively, if your website isn't responsive, it is much harder to keep visitors engaged and, therefore, more likely to lead to an increased bounce rate. This is also why it is imperative that your booking engine is fully responsive--if a guest is taken to a non-responsive booking engine, the experience can be tarnished, and they will bounce off, leading to poor conversion rates that will compromise your business.
It is clear that your website should be designed to provide a seamless viewing experience for users of different devices.
Do you know that responsive web design will also play a significant role in the increase of your booking conversion rates? A well-designed responsive website will turn lookers into bookers.
Before the Mobilegeddon Algorithm of Google, your business might have two versions of the website i.e., one for mobile users and one for desktop users. It would increase Google’s work of indexing all the pages from both versions and double their storage costs.
Today, submitting a responsive website to Google brings some advantages like:
Therefore, if you invest your time in creating an excellent responsive website, there are higher chances of converting visitors into customers.
If you provide two versions of your website in an adaptive design, you have to deliver different content for each version. If you do not provide unique content for your mobile version vs. your desktop version, Google might end up penalizing one of your website versions for content duplication.
As a website owner, you never want Google to penalize your website. For producing content for different versions, you would greatly drain your budget for content writing.
A responsive website will require you to create content once and maintain and track the progress of only one unified website.
Hence, though you have to put some additional effort into coding a responsive website, you will be free from numerous distractions from managing different versions of a website.
We at INNsight.com believe that a responsive website for your hospitality business is a must, but at the same time, you should not end up paying too much.
Your decision to choose INNsight will yield you a brand new, custom-designed responsive website with Zero upfront design costs, no long-term contract, and at a reasonable monthly subscription cost with numerous amazing features and benefits.
Sign up today to get a great hospitality responsive website for your business.