The first thing that people get to experience your brand is through your website. Your website's facade is your business' face on the Web, and how you present your site is how you'll merit a good first impression! So have you asked yourself: Do I just want to create a cliché and bland website just for the sake of having one? Or do I create a personal and interactive experience for my customers?

Today, potential customers want to experience more than a fancy website, businesses should connect with prospects on a deeper level. So do you want to create a website or generate leads? Of course, we all prefer the latter. As the social web becomes a destination-location for businesses and consumers, the path to purchase has always been a challenge for business owners. But if you have the right mindset and proper tools, you can convert every challenge into an opportunity.

One of those tools is responsive design, which already applies to all mediums from desktops to mobile gadgets. Upon a prospect's first visit to your site, the path to purchase begins already. It's in our nature that we make buying decisions based on emotions then we rationalize if we would want to purchase something. So if you don't entice potential customers by the time they land on your website, chances are your website isn't connecting with them on a personal level. A responsive website per se interacts with a prospect even before he emails you for an inquiry.

How Can Responsive Design Improve Your Business?

So how can a responsive website bring you leads and increase your referrals? You have to deliver an interactive and enticing experience for your prospects once they land on your website using a tablet or a desktop. It means that your website should adapt to any gadget they use to access the Internet, and a website with a responsive design enables such. Imagine if a potential customer talks to a friend on his smartphone then decides search for your website using his smartphone, if your website isn't mobile-friendly then a potential lead could be lost. Here are some helpful facts that suggest that having a responsive design is a must for websites:

  • The Pew study also found that 45% of those who use the internet on their phones prefer web browsing on their mobile devices.
  • The same study found that, overall, 17% of the U.S. cell phone adult users prefer going online by using their phones instead of desktops, laptops, or tablets.
  • “Some 88% of U.S. adults own a cell phone of some kind as of April 2012, and more than half of these cell owners (55%) use their phone to go online,” said Aaron Smith, senior research specialist, Pew Internet & American Life Project.

It only suggests that your website needs to be “responsive” in order to look great and smooth on any device from smartphones to desktops. Local marketers and small business owners need to understand that a responsive website can be altered to suit the navigation on a certain device, which means you should meticulously plan what pages and content should appear on your mobile website. Establishing a website that works can improve your lead generation strategies. It's a matter of determining what works and what doesn't. Once you create a responsive website, it should pave the way to more effective strategies such as local marketing and mobile marketing.