Benefits of Using Responsive Web Design

Internet usage from mobile devices such as laptops, tablets, smartphones, and netbooks is growing substantially in comparison to the historical rate of internet usage from desktop users. Consequently, websites can no longer be designed as a one-size-fits-all. In fact, Google has already implied that mobile-friendly websites are more valued in search engine rankings, and with Google weighing in, we strongly suggest using Responsive Web Design (RWD) to develop and maintain your online presence.

RWD applies a variety of techniques to identify the screen size and type of device being used to access the site, then responds with an optimized layout. To clarify though, RWD is not the only option for creating multiple layouts. You can also create a mobile website with a separate URL designed specifically for smartphones and tablets. But as the capabilities of RWD continue to expand, a RWD approach is quickly becoming the more favored option. The primary reasons can be best summarized as: the capacity to display the modified versions of the same content, the ability to operate under a single URL, and that the approach saves time and money. With that in mind, let’s dive deeper:

The Basics of One URL vs. Two

Unlike a traditional mobile website, RWD uses a single URL, making accessing, displaying, and sharing content easy for users. RWD is also ideal for website administrators because there is no need to create separate content for mobile devices. Instead, a RWD approach displays the same content as the main website. Lastly, an argument can be made that RWD is good for SEO because there’s only one URL and one version of content. Generally speaking, search engines such as Google and Yahoo can index content more efficiently if their algorithms don’t have to decipher why there are two version of the same content.

A traditionally separate mobile site allows for tighter control over the content you display, because you have the ability to create a second URL for each page (i.e. m.website.com vs. www.website.com). In doing so however, you are making a value judgment of what is important to the user if you aren’t making the entire site accessible. Moreover, opting for a traditional mobile site may have a negative impact on search engines that see two sites with duplicate content; however, there are experts that argue search engines do a fairly good job of dealing with the duplicate content issue brought on by a separate mobile site structured with a second URL.

Rearrange and Optimize the Same Content

If it isn’t obvious by now, our view on creating mobile sites is heavily slanted toward using a RWD approach, but we’d be remiss if we didn’t say that there are challenges to consider. For example, some site owners should be leery of implementing a RWD approach if the main website is large and/or has the potential to be a bit slow. The problem with RWD is that it repurposes a site that was initially built for desktop users, and thus, there are aspects of the site that can cause challenges on mobile devices; resulting in slower load times and poor user experiences. However, a RWD approach can address these issues via augmented server-side and client-side techniques.

This augmented approach is called Adaptive Web Design AWD, and for larger sites, AWD may be an extremely important exercise in tandem with RWD. For example, the desktop version of your homepage could load a slideshow, and with augmented Adaptive techniques, the smartphone renditions will bypass downloading this and other bulky files. Similarly, AWD can scale images according to the device so that Mobile users will load smaller images, whereas viewers with Retina display will see high-resolution photos. So through a combination of Responsive and Adaptive techniques, it’s possible to eliminate unneeded files and/or shrink large files to better accommodate mobile usage, and thus address potential user experience issues without creating a separate mobile site.

Save Time and Money

Another reason we like RWD in tandem with augmented adaptive techniques is because routine web maintenance is time consuming, and keeping up with both computer-based and mobile users requires even more energy. By putting forth the initial effort to implement RWD on your website, you are essentially creating post-launch ROI because a RWD approach simplifies adding and maintaining engaging, relevant content. RWD could also save you the cost for building a separate mobile website. A separate build can be substantially more compared to building a single site using RWD, even when leveraging Content Management Systems that can make it relatively easy to create separate mobile sites.

Statistics show that by the end of 2018, smartphones and tablets accounted for about 60% of online traffic in the U.S.; and that number is expected to keep rising. If your website isn’t mobile-friendly, you may risk losing a fairly big percentage of visitors – in a growing segment to boot. That’s why we believe creating a website to accommodate a variety of devices is imperative for the future. Interested in creating a site using RWD? DesignWorks has a breadth of experience with applying Responsive and Adaptive techniques that can enhance your viewers’ experience. Give us a call today!