If you’ve ever tried to navigate an ancient website on your phone, you’ll be aware of how
difficult it can be. You’ll probably have had to scroll back and forth to try and read text on the
page. You may also have found that some elements, like links and forms, were painfully
small.


All of this scrolling and pinching is a pain, and it can be a real conversion killer. If a customer
lands on a website like this, they usually get frustrated and move on quickly.


Responsive design is different. It ensures that all of your visitors get a great experience by
dynamically changing the page layout according to the user’s screen size. As a result, text is
legible, irrespective of the size of the display. Link placement adapts to make navigation
easier, and pictures always look great.


Responsive Design in Action


Even if you aren’t sure what responsive design is, you’ll have used it without realising.
Here’s an easy example. If you look at this blog on a mobile device, and then on your
desktop computer, you’ll notice that the layout is different. The design of the website is
responsive to the size of the window that it’s displayed in, and the component parts of this
web page move around.
As a result, content is more accessible, easier to navigate, and more aesthetically pleasing.
In the last few years, there’s been a real shift in the way we access the web. Many of us now
shop on tablets and phones, not on desktop computers. That’s why websites like Amazon
have spent huge sums testing different layouts for different devices. When you load its
shopping cart on your phone, you see a much more compact view than you would on a
laptop.


More Reasons to Go Responsive


Encouraging engagement and conversions are both very valid reasons to use responsive
design.


Here are a few more:


● Since 2016, Google has phased in “mobile-first” indexing that rewards websites for
having mobile-friendly layouts. If your website is still fixed, you might be losing out to
a competitor with a responsive design that pleases Google’s algorithm.
● Running a desktop and a mobile site side-by- side can cause serious duplicate
content problems. This has been an SEO issue for more than 10 years, and Google
is getting better at dealing with it, but it’s still unwise to have duplicate content of any
kind -- just in case.
● Developing a responsive website is extremely cost-effective. In terms of ROI, we
strongly believe that your business should be using responsive design rather than
developing separate mobile and desktop sites. In fact, maintaining any old website
can drain your budget much more quickly than working with a modern CMS and a
responsive template for the layout.
● In 2018, we could see the responsive trend take another leap. Back in January, we
wrote about responsive logos that will scale according to the device they’re shown
on. Like it or not, responsive is here to stay.


Need help? The Cheshire web designers at Ultimate Creative are on hand to convert your
site to a responsive layout. With so many benefits, and very few downsides, responsive
design is an upgrade that every business should embrace.

Written by Stefan Crowe February of 2018