In a world where almost anything can be bought on Amazon or eBay for a rock-bottom price, many business owners have been dismayed not only by decreased foot traffic, but also the practice of "showrooming," where consumers use brick-and-mortars merely as comparison shopping venues, to then purchase an item online, later. Small and medium-sized businesses (SMBs) have been fighting back in recent years, though, with some proven tactics that are helping to stem what can feel like an overwhelmingly negative tide.

As many organizations update their websites based on the latest Web design trends, there is a potential for your site to get lost in the monotony. However, as current developments are all about finding unique ways to connect with your audience, there are more opportunities for you to make your site stand out to a targeted group. Overall, most trends in imagery, layout, color and typography are moving toward a simpler design.

Imagery

As 1stWebDesigner points out, one of the current Web design trends involves incorporating large background images. While you may already be seeing these types of images everywhere, you can give your brand an edge by adding subtle movement. According to 99designs, one variation on this trend is animated storybooking, in which an animation sequence is triggered when a user scrolls to a certain position on his or her screen.

Lead generation has become one of the top goals of digital marketing. Companies are eager to use digital channels to expand their reach among an audience, increase their client base and generate new revenues. But many brands — particularly young ones that are still working to build a solid consumer base — find themselves struggling to effectively and consistently generate these leads. By employing a few proven strategies to generate more leads, these brands can slowly increase their consumer interactions and build toward a more lucrative stream of clients. Here are three key strategies that encourage user action and increase conversions.

1. Use Paid Search

Paid search is a very valuable source of leads. But, due to competition, the top keywords in your industry may be too expensive to pursue. As such, you should do a little research to find strong, relevant keywords and phrases that are lower volume and therefore face less competition. By doing so, you can find an affordable way to drive potential customers to your website — because when those lower-volume key phrases are searched, you'll rank very high.

Responsive design is no longer an innovative alternative to traditional website creation: The rise of multiple devices and platforms has made it a necessity for brands catering to large, diverse audiences. Many companies have already converted their websites to a one-size-fits-all solution, increasing efficiency and appeal at an attractive price.

But some brands remain resistant to the new technology, despite consequences that can hurt their digital potential. If you continue to run a website without responsive design, your performance is suffering, whether you realize it or not. Here are some of the most common negative effects you might not even know you're facing:

*This article is a guest post written by our web services partner, Cardinal Web Solutions. 

A few weeks ago, a rock skipped up and hit my windshield as I was driving down I-85, creating a crack about 15 inches long. After asking neighbors and friends if they knew anyone in the area who could fix it in a timely manner without breaking the bank, I was referred to a company whose pricing looked great and could have it done the following day. 

I hopped on their website and proceeded to the contact page, hoping to secure my appointment, when I noticed the form was broken. There was no “Schedule Work” button or way to submit my information. I called the number listed on the site a few times trying to get in touch with someone, but was unsuccessful.

Developing a slick retail website is tough work. When brands are then told that they need to build multiple versions of their website, including mobile-friendly designs, it's easy to feel resistant: the costs are high, the time intensive, the technology unfamiliar.

These are valid fears for leadership that doesn't understand how tech trends affect commerce, but they can inflict serious damage on a brand in the long run. Thanks to responsive design, the demands of catering to different devices and platforms aren't as significant as they once were. Responsive design is a one-size-fits all Web design solution that fits any device, anywhere.

Now, instead of building multiple websites — at a very high cost — companies can invest in a single version of their website that modifies itself to fit the device functionality of each individual user. It's cost effective, SEO friendly and offers other benefits, including unified design.

But business leadership may still ask, "What's the benefit of considering mobile in the first place?" Here are some convincing key points.