Firstly to explain the term 'responsive website'; Responsive web design is: an approach to web design aimed at crafting sites to provide an optimal viewing and interaction experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones).  In short this means that the website moves elements fluidly to match the size of the device scree (or rather the size of the browsers window), to see it in action go ahead and resize this window.


Responsive has been around for a while now and the take up has been on the increase as the technology has matured and the bugs ironed out.  But you may be asking yourself 'what makes responsive so good, do I really need a responsive website? - read on.




Watch as your content moves around or shrinks to fit the browser window with responsive design, and because it's generally the same content the benefits are huge, your site's visitor is served content perfectly formatted to their view.



Recommended by Google

When Google recommends a way to enhance web experience every digital marketer or developer will tend to listen and take appropriate action. Besides the fact that Google owns 67 percent of the search market, they are also devoted to the user experience.  Google know that responsive works best across the hundreds of devices out there, after all they have all the data on how a site is browsed, on which device, for how long etc. etc.



Easier to manage

The days of creating one site for desktops and one for mobile are fast diminishing.  Unless there is a very specific reason to have a dedicated mobile site the vast majority of brand names and other large businesses are now the proud owners of responsive websites.  With responsive there is only one website, one set of html files and one set of elements such as images or videos,  to manage, drastically lowering the time you or your developer need to spend in maintaining the website.





User Experience

If your site's content is hard to reach or digest then your potential customer will leave your site with a mad taste in their mouth.  With responsive the content is delivered perfectly formatted, no distortion, no misaligned elements and now zooming in and out or panning left to right.  The simplified reading and navigation drastically improves the usability of your site.



Cost Effective

There is an old school of thinking that responsive is expensive in comparison to a traditional website.  The fact is that one responsive website will be far cheaper to develop than a traditional website plus mobile site.  And because the site is easier to manage it will also have far lower costs for future maintenance.



Faster Page speeds

A great benefit of developing a responsive website is optimisation; all content, especially images, are optimised for the smallest viewpoint (mobile) so the website is loaded far quicker at all devices.



SEO - Higher rating by Google

In April, 2015 Google officially claimed that responsive design will affect search rankings on mobile devices. Why it is important for Google? Because google’s mission statement is “ to organize the world’s information and make it universally accessible and useful.”  This is exactly what responsive design excels at.  Shortly after this statement Google introduced a tag next to all search results 'Mobile Friendly'; telling the user that a site has better user experience.  This has now progressed to Google hinting that responsive websites will be given a higher rating in search results, both mobile and desktop.

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