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Doing the Digital Marketing Tango: Responsive Websites for Different Devices

by: Dana Chen Fischer 

responsive website developmentNo matter how beautiful and functional your grand “old school” website may be, it’s time to face the fact that it just doesn’t play well with today’s mobile devices. So how do you give your business’s online presence the scalability it needs to overcome this challenge?

The answer lies in mobile websites. Instead of trying to squeeze your full-featured main website down so you can shoehorn it into people's iPhones, you need a second website designed just for those handheld mini-computers. This website provides viewers with the essential look and feel of your company while providing easier reading and navigation to suit these devices' screen space and the way they're designed to be manipulated. For instance, large buttons can take the place of hyperlinks to take full advantage of touchscreen functionality. A typical mobile website emphasizes selected interactivity over depth of information to capture leads and boost sales.

But while it’s important to optimize your web presence for mobile devices, that doesn't mean you can let your permanent website slide. There are still plenty of us who prefer to do our serious research (and ultimately serious shopping) with the aid of a nice big monitor, lightning-fast computer, full-size keyboard and comfy office chair. And there’s no denying that a website designed solely for mobile devices will seem seriously limited when viewed on these machines. You'll need to keep your full-featured main website up to date and make sure it complements the mobile site perfectly. Fortunately, when you have online marketing professionals who build and maintain both types of websites with equal skill, you can ensure that each prospects or customer who finds you will enjoy an ideal online experience -- wherever they may be.

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