Responsive Design: Backwards Building for a Mobile Era

Responsive Web DesignMobile has been the buzzword in the marketing world for the past year, and it’s no wonder, according to MarketingProfs, mobile subscriptions will more than likely pass the world population in 2013. However, the even newer buzzword when it comes to mobile marketing is responsive design, which is the art of designing a website that adapts to whatever size screen it is being displayed on.

This means that whether your visitor is viewing your site on their smartphone, tablet, laptop or desktop, they will see the content in a user-friendly, readable format that makes sense on their preferred device. Web developers accomplish this by designing websites in areas or chunks of content that can be transferred or rearranged depending on the width of the screen that the site is being viewed on.

As I like to put it, this means that the Marketing RELEVANCE team is essentially designing your website backwards. Instead of building the desktop version of your website first and then your mobile site, we are building the mobile version of the site first  and then working our way to the desktop version. The end product is a site specific to the user experience.

Responsive design is very different than the historically more common method of building completely separate sites with different purposes for each type of device. While building individual sites certainly achieves the desired end result, but it is more time consuming, and time is money. While building a website based on the size of a screen monitor isn’t a new concept, building a website that can easily make display changes based on the different sizes of the display screen is a more recent change.

Responsive design has benefits for users who visit your site, but it also has benefits when it comes to Search Engine Optimization (SEO). One way is through usability rankings. Google wants to send visitors to the sites they want to see and that they can easily use, and by having a mobile site that looks the same as your desktop site, but is mobile device friendly, users will be more likely to stay on your site longer. The other key benefit for SEO is that Google won’t see these sites as having duplicate content, which has been a prime target of their Panda update.

If your company is looking to create a site that will resonate with your consumers in any viewing platform, contact Marketing RELEVANCE.