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What You Need To Know About Responsive Web Design

Rebecca Rubin

According to the latest research from Google’s mobile playbook, 57% of people won’t recommend a company with a sub-par mobile site and 40% will visit a competitor’s site after a bad mobile experience.  Given its obvious business value, why are only 9% of websites optimized for mobile in 2012?    Quite simply, organizations lack the resources required to continually adapt a site for the latest device, a process called adaptive web design.  Luckily, a new perspective on building websites, responsive web design (RWD), is beginning to gain traction.

What is responsive web design?

Responsive web design is a dynamic method of coding websites from the ground-up using Cascading Style Sheets (CSS), which automatically expand, contract, rearrange, or remove site content depending on screen size of the device used.  In line with the “One Web” concept, responsive web design ensures a single URL will serve up consistent content regardless of the device that requests it.  Responsive web design is also being incorporated into the latest web platforms and content management systems (CMS).

What are the business benefits of responsive web design?

  1. Responsive web design enhances user experience.

In responsive web design, all site elements remain constant regardless of the device used, and this familiarity is comforting to users.  And when user experience improves, lower bounce rates and increased conversions aren’t far behind.

  1. Responsive web design reduces total cost of ownership.

While developing a responsive website involves upfront costs, in the long run it is a better investment than constantly rebuilding an existing site for the latest mobile phone, tablet, laptop, or TV.  Additionally, responsive web design ensures businesses only have to maintain one website as opposed to numerous platform-specific pages, freeing up precious resources for other endeavors.

  1. Responsive web design is great for SEO.

Because responsive web design combines inbound links from multiple sites to one location, search engines will view the site as more popular and thus rank it more favorably.  Additionally, the lack of redirects to get customers to the right version of the site results in a lower server load, higher site speed and fewer site maintenance hassles, further benefiting rankings.  Lastly, responsive web design reduces the need to put canonical tags on pages to avoid search engine penalties for duplicate content, which safeguards existing search engine rankings.

Still not convinced that responsive design is right for your business?  Contact Blue Water Media to learn more about how responsive web design can improve your bottom line! 


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