The best mortgage broker websites are responsive. Not in the sense that you respond quickly to your customers, but more related to whether or not your website works across mobiles and tablets.
You may have already heard the term ‘responsive design’ which is really just a fancy word people in the website design and development industry use to reference the fact that your website should work across all devices.
The full extent of what being responsive encapsulates however, is as much idealogical as it is practical. While part of being responsive implies that your website should be optimised across the plethora of resolutions, browsers and operating systems available in the world – which as you can imagine can be quite challenging – another significant aspect of being responsive is the idea that you have a single website build which is served to everyone irrespective of their device.
In the past, some brands may have had a dedicated website unique to desktop computers, and another dedicated website for mobile phones. Now more and more, developers want to focus on delivering a single application across desktop, tablet, mobile and even at times, apps. This is what being responsive is truly about.
One unique perspective of a responsive design is that it shuns the idea of a mobile-first approach which was popularised a number of years back. The idea of being ‘mobile-first’ gained popularity as the uptake and saturation of smart devices grew at a rapid rate, and as the name suggests, prioritises mobile device views before anything. However, over time, the mobile-first approach became overused and applied to all applications and websites, sometimes to the detriment of the end-user.
The reality is that a mobile-first approach can be very good for a specific business, but this doesn’t necessarily mean that all businesses should adopt a mobile-first approach. Some industries, such as mortgage broking still require extensive research and as a result, users like to browse websites on larger screens.
Being responsive means that your website caters to the user – in other words it adopts a ‘user-first’ approach which prioritises each user’s viewing specific circumstances. This is a more effective strategy as it frames the ideal solution as the one that best serves the needs of your audience. This could be mobile, desktop or tablet depending on which device a user is engaging with your website on. In order to cater to this wide degree of users we needed to invent a design system that responds to the environment rather than use one that is fixed in its view.
Getting Responsive Right
To properly implement responsive design, you need think about more than just desktops, tablets and mobiles. You need to also consider your customer journey – what do people do differently across portable devices compared to desktop computers, and how do their objectives differ within these mediums. The best mortgage broker website design will always consider these circumstances.
Once you frame the goal as a user-focused one, it becomes easier to understand that being responsive is really just a natural progression to give your users the best mortgage broker website design experience they can. This in turn will translate to a greater number of prospects turning into sales. By making sure your website is responsively optimised across as many devices and resolutions as possible, you give your website the best chance of converting traffic into leads.