A responsive website is a single website that adapts to the device of each unique visitor, whether desktop, smartphone, or tablet. A responsive website dynamically re-sizes its content and imagery for a variety of different screen sizes in order to ensure the website is effective and easy to use on any device.
Did you know that 60% of all online web traffic comes from mobile devices? With such a large percentage of users accessing the web from their smartphones, you would think that most websites, if not all, would look pretty and perform well on mobile devices. But they don’t. The truth is that an abysmally small number of websites use responsive design. For example, a 2014 report found that only 9% of “retail” sites perform well across devices including desktop, tablet, and mobile phone. These 9% of responsive sites not only look good and perform better than their peers, but they all get ranked higher in search results.
On April 21, 2015, Google made the biggest change to its algorithm in years: Websites that are not responsive will be ranked lower in mobile searches. Dubbed “Mobilegeddon” by the media, this event led many large companies who had avoided responsive web design, for whatever reason, to panic. But the evidence is clear that it paid off for those who did embrace responsive design.
A responsive website makes your company look good, makes your users happy because they can easily access the information they need from your site, and makes Google and other search engines rank your site higher than non-responsive sites. Responsive Design mostly relies on liquid design. This means they scale on percentage values. But they are difficult to design for (you loose a lot of control from the designers point of view). Responsive web design (RWD) is a web design technique that insists that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation.