Responsive web design couldn’t have made its entrance to the digital marketing industry at a more perfect time. There are more people using mobile devices today and companies have been struggling to set up and market mobile versions of their sites. This new design methodology takes away the necessity of building a separate mobile site and makes it easier for companies to deliver the best website user experience possible.
Responsive web design has revolutionized the design industry
Using industry standard platforms and tools like HTML5, CSS and PHP, responsive design adapts to the user’s operating system, screen size or device. The result is that users get the optimal browsing experience regardless of the setup they are using. It is also about making it easier to manage both a mobile and desktop site as much as it is about delivering an outstanding user experience.
By using responsive design, companies can avoid having to invest in a mobile website. What many companies don’t understand is that they need to use part of their budget to market their mobile site. Mobile sites are ranked separately by the search engines and with mobile usage at its peak, it wouldn’t be smart to ignore mobile users. Building and managing a separate campaign for a mobile site can be time consuming, resource intensive, and of course, costly. A responsive would allow companies to avoid this challenge altogether.
There are other benefits of responsive web design
It allows companies to keep both a desktop and mobile version of their site under one umbrella. This makes marketing their websites less complicated and maintains cohesiveness. Just think about how confusing it would be to market a website and have a mobile user visit the site only to come across a site designed for desktop users.
What’s more, companies can also create content for one website, manage one website instead of two, and make tracking data simpler. Trying to double the effort you put into your main site can be very difficult. Most companies start out with a mobile site thinking that it would be a simple side project only to realize how much work they need to put into it as their mobile campaigns grow.
More complex but more sophisticated site design
While responsive design comes with many benefits, it is far more challenging to design a responsive site than a traditional site. This is because the responsive design process requires more user interface and user experience design and planning. The website needs to have a user friendly version setup for each device, operating system, screen size, etc.
For this reason, responsive web design is initially more expensive than adding a separate mobile site. However, the ROI is clearly visible within a couple of months after completion. The bottom line is that companies save the time required to work on their mobile site, don’t have to spend more money on unique content, can make their SEO campaigns work twice as hard (since desktop and mobile sites become one), and stay organized in their digital campaigns.
What does the future hold for responsive design? Companies are getting smarter about their advertising and are using responsive design to deliver user friendly ads. Companies are also launching their marketing campaigns in an integrated approach. They don’t have to worry whether or not a channel or advertising platform is better suited for their desktop site or mobile site. In the design side of things, designers are getting smarter about formatting content and are also working to improve loading time.
Overall, responsive design is the perfect solution to the growing mobile usage trend. In the business world, companies that embrace this technology earlier will have an advantage over their competitors that continue to rely on separate mobile sites.