Responsive: One Design, Infinite Possibilities
A responsive web site automatically adapts to all web-enabled devices creating a custom user experience for hundreds of millions of mobile customers. By 2015, mobile Internet usage will surpass desktop usage according to Morgan Stanley analysts and 91% of all U.S. citizens have their mobile device within reach 24/7.
11. Customers are already rejecting stripped-down versions of full web sites. Do you have plans to build a responsive web site in 2014?
Many banks and credit unions have dedicated mobile versions of their web sites, but they only contain limited content and features. In today’s digital world, where over 80% browse the Internet using a mobile or smartphone, they may never see your full site. The only answer is to move your site to a responsive platform that can be viewed fully across many devices and screen sizes.
12. Are there tests for determining if my web site passes the responsiveness test?
Yes, think about how your customers interact with your website. Now open your website on a smartphone or tablet. Is the same experience possible on all devices? Responsive design allows the creation of a website that reformats its content depending on what device it is being viewed on for easy navigation and viewing.
13. When customers are shopping for financial products online, is it important that they have the same experience no matter which device they’re using?
Yes. Consumers use different platforms depending on their location or situation, and can use up to three devices (PC, tablets, smartphone) in the same day. So when they transition from one to another, it is important they have the same browsing experience. They will become frustrated if they aren’t viewing the same site on their desktop as they did on their smartphone.
14. When considering either a separate mobile version or a fully responsive site, which is the best for optimal search engine optimization?
If SEO is a core component of your digital marketing strategy, having a mobile-friendly website is becoming essential. Google states that responsive web design is its recommended mobile configuration, and even goes so far as to refer to responsive web design as the industry best practice. This is because responsive design sites have one URL and the same HTML, regardless of device, which makes it easier and more efficient for Google to crawl, index, and organize content. In addition, content that lives on one website and one URL is much easier for users to share, interact with, and link to than content that lives on a separate mobile site.
15. Have you taken into consideration the recently released Google Hummingbird update?
Google is embracing the rapid advance of mobile devices, and banks should be, too. With less emphasis on keywords, you must focus on consistently producing high-quality, original content with a unique perspective (that’s accessible via mobile devices, of course), all that may be needed is some updating to your current strategy. Aspects of your content strategy like creating an editorial calendar, developing your message and goals, and measuring outcomes will largely remain the same.
16. Is your web site your communications hub?
If it’s not, it should be. It should communicate everything a customer or potential customer would want to know about your history, your products and services, your culture and links to your social networks.
17. For many customers, your web site is their primary form of communications with you. Do you have a web maintenance plan in place?
The web sites of the past were posted and left alone. Fast forward to the digital age. With the growing importance of building a stronger web presence, it is important to maintain it regularly with updates, enhancements and fresh content. Another advantage to a responsive site is that’s it’s easier to manage one site vs. a separate desktop and mobile site.
18. Do you view your web site as a marketing expense?
Your web site should be an operational expense and should receive regular maintenance and improvements just like your brick and mortar locations.
19. What is the best content management system for your new responsive site?
There are plenty of options when it comes to picking a CMS system for a development project. The three most widely-used ones are all open-source software: Drupal, Joomla and WordPress. For the majority of banks and credit unions, WordPress tops our list because of its ease of use for you and plug-in features that make it easy to expand the functionality of the site such as managing a community blog.
20. What type of company should I hire? An ad agency? A marketing firm? Or a digital company?
You should hire a company that will guide you instead of looking to you to tell them what to do. It is equally important that they are brand strategists as well as being well versed in the latest digital advances such as responsive web design. Your responsive site development should be viewed as a brand project more than a technical project.