Criteria for being a competitive online business generally fall into two categories – qualifiers and competes. Having a responsive website is not a competitive advantage. A responsive website is a qualifier for a business to exist. Legitimate businesses – small, large, local, and abroad – have a website.
Qualifiers are the bare minimum. They’re the basics and essentials that a business needs to have in order to be considered an actual business. Every business that’s a qualified business will have shared attributes.
Qualifiers can be turned into competes. Personalizing qualifiers is a way to stand out from the crowd. Turning the ordinary into the extraordinary is sure to help people remember you.
Competes are advantages. These are things that go above and beyond. They give a business a competitive edge over the closest competition when all else is equal. Unlike qualifiers, competes are unique to a business. Competes are not shared attributes and are often proprietary business practices – like the special sauce at your favorite restaurant.
It is no longer acceptable to have a website that is unresponsive – a website that is not mobile-friendly and only displays and functions adequately on a desktop computer.
Responsive means the site looks good and works appropriately regardless of the screen it is being viewed on because there is no way to know what device a user is using.
Customers are browsing websites more and from more devices than ever before.
These days, everything seems to be connected to the internet. We have computers, laptops, phones, televisions, video game consoles, smart-watches, earbuds, stadium scoreboards, magnetic digital advertisements on the sides of vehicles, digital billboards, and many other digitally connected technologies, too. The technical landscape is a scorching supernova of innovation burning bigger and brighter each and every day.
It pays dividends to be prepared for anything a considerably variable future might hold.
Additionally, in 2018 Google announced mobile-first indexing. That means websites that are mobile-friendly are getting preferential treatment in search engine result page rankings.
Responsive websites are mobile-friendly. Optimized responsive-websites are also mobile-first.
Mobile-friendly means a website works on smaller screens. It’s likely that a website’s search engine quality score is weighted based on its performance on the devices with the most active market-share, but it’s impossible to be sure.
Mobile-first means a website is coded in a way that reduces the overall footprint of the code and ensures the site runs fast enough on smaller and less-powerful processing machines.
As technology advances, load balancing processing power should become a minimalized problem, but it never hurts to try and provide the best user experience possible for as many people as possible.
Increased search engine optimization (SEO) is what you achieve from having a website that is responsive, mobile-friendly, and mobile-first.
SEO is the ongoing practice of maintaining and generating digital discoverability. It can be a never ending cat and mouse game of one-up’ing the competition. Search engine results pages and search rankings are controlled by algorithms, but the basic principle of ranking a website online is that the cream always rises to the top. A lot of small individual changes can add up to a large overall improvement providing significant competitive advantages. When a business can be found more it can do more business.
Having a responsive website helps businesses be found more.