In B2B lead generation, marketers create content that would help them lure prospects into their businesses. To ensure effectiveness, they look into questions such as what type of content do prospects like or how can content readers be converted into leads? They have to deal with a lot of concerns to cover all the angles, but in recent years, another concern just presented itself:
Through which medium do most prospects access content?
As you may have noticed, mobile devices are turning into their own species – they are projected to take over the throne of mankind in the years to come. Well, not really the throne of mankind, but nobody can argue against its increase in usage has been unprecedented. Consequently, mobile web has also seen amplification, and this leads marketers to take action.
This is where Responsive Web Design, or RWD, comes in. It’s a design that specifically caters to the diverse screen sizes and compatibility factors of any mobile device, so that users may have the same website experience as they would with a desktop computer. But is this really necessary?
Content is the priority here, because the way it would be presented greatly affects a reader’s impression on the overall effect. If, say, a blog post doesn’t translate beautifully on a mobile device screen, the likelihood of them responding to calls-to-action would definitely diminish.
People have been used to viewing content on a larger desktop screen, and without so much demand, they “expect” to have the same level of convenience when they opt to use their mobiles. While it would certainly take time and effort to achieve that, it would be worth the trouble, given that it all boils down to generating leads at the end of the day.
Tablets usually have enough space to accommodate 2 or 3-column layouts. Smartphones can have 2 columns at best. Some devices are a bit picky when it comes to displaying advanced media like flash videos and presentations.
And it’s not just about content layout.
Navigation and menu responses are different when using a tablet or a smartphone. Some have touch screen technologies, some still have physical keypads, and others have stylus pens. Some devices allow you to zoom into a web browser, while others, believe it or not, don’t have this capability. These are details that matter – and a RWD takes care of that.
The best way to assess whether you need to start considering a responsive design is to access your own website using your own mobile device. Can you objectively say that the user experience is satisfactory?