The term “responsive website” is frequently thrown around by marketers, typically in conversations about building a new website, but do companies know what it really means and why it’s critical to their online marketing and greater business strategy?

Website responsiveness is best described by Upwork as an approach to website design that ensures users have a “good viewing experience no matter what type of device they’re using.” That means whether a user is on their desktop, tablet or mobile phone, the company’s website will adjust its size and format to the device used. This prevents users from having to zoom in, zoom out or scroll around to view the website’s content. There’s nothing more frustrating for users than having to adjust the content they’re trying to read while determining whether the company’s products or services are the right fit for them.

What makes it important to have a website with these capabilities? Here are the three core reasons it’s essential to construction companies, no matter what type.

1. People Have More Access to Technology

Society has shifted away from only looking at websites on a desktop computer. Advancements in technology have created more products that are increasingly versatile and travel-friendly. These products are also more accessible to the public than in years past, making them more popular tools for viewing websites.

For example, Statista found that on a global level, mobile traffic accounted for 50.3 percent of total online traffic in 2017. Additionally, it’s projected that for 2018, mobile traffic could reach 79 percent% of global internet use. Another staggering statistic is that in 2017, mobile eCommerce revenue accounted for 50 percent of total U.S. eCommerce revenue and, according to a Formstack infographic, 57 percent of internet users say they won’t recommend a business with a poorly designed website on mobile, which leads to the next reason.

2. A Website is a First Impression

Though a physical interaction with a company used to be the first impression, now the first impression is virtual. More and more people are doing research online prior to making a purchase, particularly bigger purchases such as equipment. In fact, people are conducting research before they even consider reaching out to the company concerning the purchase.

If a website loads quickly and is formatted to any device, it creates a seamless experience for the user. According to NN Group, companies have 10 seconds to leave an impression and tell users what they’ll get out of its website and company. If the initial impression is focused on being able to view the website’s content properly, it’s not leaving much room to impress them with the company’s products and services. In fact, Tyton Media says 48 percent of people cited a website’s design as the number one factor in deciding the credibility of a business.

3. Deciding Factor to Remain on Website

According to Ironpaper, nearly 8 in 10 customers have said they would stop engaging with content that doesn’t display well on their device. Think about it from customers’ perspective: If they go to a website looking for answers or information on something, but have to really work to navigate and obtain the information, they’re not going to be pleased.

In another statistic from Tyton Media, 94 percent of people cited web design as the reason they mistrusted or rejected a website. Trust is critical in building a lifelong customer, so companies should not allow their lack of website responsiveness prohibit customers from trusting their business.

It may feel as if building a website that’s responsive isn’t of utmost priority, but these are just a few of the many reasons companies make the investment. A responsive website is a critical piece to a business that could make or break the customer experience.