It is almost an imperative for businesses, small and big, to establish a web presence. However, not all businesses are adapting to the technology-driven times. According to a survey, more than 25 percent of registered businesses are keeping their affairs from the web.
The survey, conducted by research firm, Clutch, states that 10 percent of these businesses think that there is no need to put up a Web site. Additionally, the research revealed that only 56 percent of small businesses have applied responsive design for their Web sites.
The results seem surprising, considering that there is a constant increase in the number of potential customers accessing the web through handheld devices. However, the research did show signs of improvement. About 23 percent of these small businesses intend to allot more money for Web site spending in 2015.
The study also revealed that a huge chunk of these small businesses are not applying or utilising popular digital marketing strategies. Only 53 percent of small businesses stated that they are active on social media, while 45 percent states that they rely on search engine optimization, or SEO, and 23 percent practices online advertising. Andrew Rudister, co-founder of web design company MAXBURST, believes that an online presence is important for any business Web site.
“Having a strong online presence is kind of important as having a professional looking business card. In my opinion, you cannot effectively compete or market yourself without a website; you must have one,” said Rudister.
Marketing expert Ted Risdall thinks that the reason why small businesses opt to stay offline is the lack of awareness. Risdall mentioned that digital marketing is usually less expensive than other forms of marketing.
“I think that it (the cost of digital campaigns) lowers the entry point for a lot of clients that want to start doing something meaningful. That first something meaningful is having that storefront online and being there when people are searching for the kind of things you do,” said Risdall to PR News Wire.
Going back to the research, it seems that a popular design trend that businesses go for is responsive web design. Garry Kanfer of New York-based design group, Big Drop Inc, states that the rising percentage of mobile and tablets users make responsive web design a necessity. Additionally, Google released an algorithm stating that mobile-friendly Web sites received an increased ranking in mobile search results.
“Everybody wants their site to be responsive due to the fact that, as of today, close to 35 percent of 40 percent of the visits come from mobile devices and tablets, which even a couple of years ago was 20 percent. Since small businesses see an increase of visits from mobile and tablets, they understand that it’s mandatory for their site to be responsive,” said Kanfer in a report by KoMartekting.
There are many ways to cut down costs on digital marketing and adaptive technologies such as responsive web design. First, the client needs to know if the web designer has in-house talents to cut down costs on outsourced talents. IT Craft, a multinational web design firm based in Ukraine, employs in-house creatives so its clients can maximise their budgets. IT Craft’s approach on responsive web design is reflected by its colorful portfolio, showing how small and big businesses adapt to responsive web design.
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