For a redesign.
For the redesign.
In planning for 2013 I have been digging into analytics, data, and reports… making sure that I can stay ahead of the curve; Surgeon’s Advisor can remain on the cutting edge; and most importantly, you and your practice can succeed more than ever this year. And that’s not easy considering how complicated the web is getting and how many new aesthetic physicians are competing for every bit of online real estate.
It likely comes as no surprise to you that the Internet – and its many moving parts – from Google to local to social media, reputation, video, and more – are increasingly responsible for the bulk of an aesthetic physician’s patients and practice revenues. But what may surprise you – as it surprised me – is that number at the top right. 44%. It’s a huge number. It blew me away.
So what is it? Well, it’s the high end of what I found in analyzing our entire client base’s percentage of visitors arriving by mobile devices. From iPhone to Android, from iPad to the new Microsoft Surface – people are browsing sites way more often using devices other than their computers.
I know that I do the same. Day-in and day-out (working some crazy hours to make sure you stay ahead of the pack!) I can be found on my PC (yes, PC, not Mac) – but all, literally ALL browsing I do that is not work-related is done on my iPad or my son’s mini-iPad. Never a computer. And similar trends are occurring with your patients and prospective patients.
What does this mean to you? Well it means that optimizing for all of these devices is extremely important. In fact, not doing so means we are basically letting prospective patients go – they don’t get the experience they are looking for and they head elsewhere. Luckily, no one is doing this seriously right now – yet. So now we can not only target those nearly 1 in 3 or 4 mobile users perfectly, but also do so before competitors are doing so.
Everyone is making it clear that mobile is becoming more important. Just check out these statistics:
- By 2016 in North America, mobile advertising could be bigger than today’s entire online ad market (eMarketer).
- Smartphones and tablets growth exploding, in all, smartphones and tablets combined make up 70% of all devices sold in 2012 (Gartner).
- Tablet purchases will trip to 53 million in 2016 (Gartner).
But mobile is a much different experience and you need to present an optimal site for it. As such, designing in a responsive manner will enable your site to look perfect on PC or Mac, but also on and iPhone, iPad, Android smartphone and more – and scale and function in a customized and individualized manner for each. This is especially important since have a poorly designed mobile site can actually hurt you. According to Compuware, “Mobile sites are designed for the small screen, with the needs of mobile users in mind. A mobile-friendly site can help your business but a bad mobile experience can drive your customers to the competition.”
But why can’t you just spend a little bit of money – perhaps $29/month – and have a little mobile-only site built and hosted on a new sub domain, like m.yoursite.com? Well, you could – much like you could stop writing content, ignore getting links, and forget about social media. But it’s strongly discouraged.
In fact, one of our employees attended SMX (and industry conference) where Matt Cutts himself, the official webmaster spokesman for Google, said you should not utilize a separate site and domain. Instead, you have to use the same site, the same content, and dynamically customize it based on each visitor’s device. In other words, you have to make a responsive site!
A responsive site looks great on each device – totally customized and perfected whether you’re browsing from your phone or checking things out on your high-end Mac monitor. Moreover, each version of the site is based on the same content – that way you’re giving visitors what they want while giving Google what it wants. In fact, it’s not just Matt Cutts the individual, but also, as WebMonkey points out, “That’s right, Google is now suggesting developers use responsive design tools like media queries to handle the variety of screens now accessing the web.”
So in other words, this is the official word from the 500-lb gorilla in the industry!