In 2017, it’s not enough to have a website with a few links on it. It’s not even enough to have a site that’s considered “mobile-ready.”

According to the National Association of Realtors, 86% of home buyers cited websites as the most useful tool in their search process, and more than half of all home buyers used their mobile devices in their home search. The new way to grab these consumers’ attention is by designing for mobile first. Instead of designing for the desktop and then scaling down for smaller screens—causing the site to lose functionality and impact—design small and then go big.

Royal Oaks Building Group in Raleigh, N.C., redesigned its website in 2014 to be mobile-­­ready, but it took the plunge last year to implement a mobile-first design instead. Matt Riley, vice president of sales and marketing, says he and his team had to rethink everything. They got rid of hover options, removed tools users weren’t using, and optimized the website for a mobile user. Scaling up instead of down allowed the company to salvage the site’s crucial elements.

“People do two types of dives into your company,” Riley says. “One is the shallow dive, when they’re sitting on their couch and they’re on their phone looking at your site. They’re basically looking to see if you have anything of interest to them. They can still access your complete site, but if they want to know more or see bigger pictures, then they’ll likely go get their iPad or laptop. That’s what we call the deep dive.”

Soon after implementing the mobile-first strategy, Riley says the time users spent on the site increased by a minute and a half, and, in turn, the number of mobile users requesting information increased, too.

“The No. 1 purpose of the website is to convert visitors to leads,” Riley says. “Those leads can be measured in different ways, whether it’s convert to requesting more information or to visiting a model home, but the website has got to be the centerpiece of your marketing and should be given the most weight in your marketing budget.”