Are you taking advantage of a responsive web design? If not, you are missing opportunities to recruit more drivers--and a lot of them. If you have a company website and it isn't responsive, you need to make this change ASAP. But before we go any further, let's go over the basics of what a responsive site is and how important it is for a successful driver recruitment strategy.
If the term “responsive web design” is new to you, don’t feel bad -- you’re with the majority. A responsive web design is simply this: a website design that adjusts gracefully to fit on desktop, tablet, and smartphone browsers. Ever pull up a website on your smartphone and it was just a very tiny version of what you would see on your desktop, so you zoomed way in, and then moved the website around and enlarged and shrunk it as needed to read text and click on things? That was not a responsive website. A responsive website doesn't require "pinching and zooming" and looks good no matter whether you’re looking at it on a phone, tablet, or desktop.
Using a mobile device as a means to browse the Internet is growing faster than ever -- mobile traffic is (and will continue) to explode. Nielsen says that over 64% of all phone owners in the U.S. use a smartphone. It's extremely important to have a functional mobile version of your website ready for potential drivers because they expect a simplified browsing experience. It should be easy for drivers to find your online application and fill in the necessary info on their phone or tablet.
There are exceptions to the "responsive" rule: if you don’t depend on your website to recruit drivers, or you have no competitors. If this were the case, you could get away without having a responsive website. But it's the opposite for your trucking company! You absolutely depend on your website to recruit drivers, and you absolutely have competitors. Getting a responsive website before the end of the year should be a major online marketing goal.
So why does it matter? Because it’s better, and everyone else is doing it. Okay, that's true but we'll give you more statistics to confirm why having a responsive site is better. Take a look at the below a pie chart from an anonymous website that is widely representative of many others:
In this case the website receives almost 40% of its traffic from mobile devices + tablets. If this website isn't responsive, that’s a large chunk of visitors who are getting a sub-optimal experience. What if 40% of potential drivers are accessing your nonresponsive site and receiving a mediocre experience? If you’re not providing a mobile-friendly place for prospective drivers, they’ll bounce off your website and go to your competitor whose website is easier to use.
If you use a tool like Google Analytics on your website you can look at stats and gauge how urgent the matter is for your trucking company. Check out your website metrics over the past 12 months and you'll realize your mobile traffic is growing, a persuading reason to go responsive.
The future is mobile and making your website responsive is a small price to pay to reach new, qualified drivers. While it may seem like a big challenge, it's easier to accomplish than you may think; there are many available options when it comes developing a responsive website.
Need help with creating a responsive website or have any questions? The Hightower Agency is happy to help! Feel free to contact us HERE. Our driver recruitment consultants can get your trucking company where it needs to be. Some of our truck driver recruitment services include: developing responsive websites, public relations for the trucking industry, radio advertising to recruit drivers, remarketing to recruit drivers, social media to recruit truck drivers, blogging, email marketing to recruit drivers, Google AdWords to recruit drivers, creation of mobile sites, ad campaigns, publication ads, brochures, Internet placement, newspaper placement, ad copy, website redesign and more.
Interested in social media marketing for your trucking company? Download our eBook on how to recruit drivers using social media: