How often do you use your smartphone or tablet to access a favorite website or search for information? If you’re like most, your mobile phone or tablet is a portable library, radio, TV, compass, clock, and whatnot.

Mobile internet use matched desktop use in 2014, according to a Morgan Stanley report. Yet many hedge fund managers, private equity funds, and Registered Investment Advisor sites are still not mobile-friendly. It’s a loss of leads, credibility, and business.

Ever pull up a site on your smartphone and it was just this tinytoons edition of what might see on your desktop, so you zoomed in and zoomed in more, then moved the site around and enlarged and shrunk and moved some more and then again to read text and click on things? That’s not a responsive website.

Responsive web design is simply a website design that adjusts simply to fit on desktop, tablet, and smartphone browsers.

What’s the difference between mobile and responsive design?

There are two ways to create your mobile site: with responsive design or with a mobile template.

Responsive design requires you only have one website that is coded to adapt to all screen sizes, no matter what the device the website’s being displayed on. This is the most popular method for designing a mobile site.

By contrast, a mobile template is a completely separate entity requiring you to have a second, mobile-only website or subdomain. Mobile templates are also built for each specific site, not per screen size.

Why does your website need to be responsive?

1. Mobile use is increasing

Some U.S. stats from HubSpot as of 2014: 85% of emails were opened on mobile phones; 25% of internet users accessed the web only on a mobile device; and 20% of Google searches were done on a mobile phone or tablet.

2. Positive user experience is a must

According to Google’s Think Insights on mobile, if a user lands on your mobile website and doesn’t see what they want, there’s a 61% chance they’ll bounce and go to your competition’s website.

3. More people look at your blog on mobile

According to ComScore, more people look at a company blog, LinkedIn page, Facebook page, and Twitter account on their mobile phone and/tablet than on a desktop computer.

4. Speedy reduces bounce

Sites on mobile tend to load faster than their desktop counterparts. The longer your prospect has to wait for a page to load, the greater the chance they will leave your site.

5. Responsive adapts to size

One of the benefits of responsive design is that the size of the template is designed based on screen size, not device. This means that no matter what size screen someone is viewing your website, it will display properly for that screen size.

Mobile is The Future

Having a mobile site is no longer simply a cool feature — it’s a necessity.

Another great reason to go responsive: you can make your phone number clickable. Prospects don’t have to copy and paste or memorize your phone number — they just click on it and are instantly dialing.

The fewer clicks your prospective clients need to complete an action, the more likely you will have someone complete an action rather than bounce off your site.