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Why a Mobile Friendly Website is Essential for Your Business

The way we browse, shop, and search online is constantly changing as new tablets and mobile devices are designed. We are hugely dependent on our devices. Not only that, but we are also hungry for the latest and greatest toy, which only fast tracks the next design, and the one after that. Websites need to be able to adapt and flex to work with the latest devices, ensuring your customers are having the best possible experience while visiting your site.

Customers should always be front of mind when you are considering developing a new website, and without responsive capabilities, you may lose a large chunk of your potential client base. A recent article on Smart Insights shows that 80% of internet users search with their smartphone, a figure steadily climbing to meet the 91% of users who use a PC or laptop.


What is a Responsive Website?

A responsive website is designed to respond to your customer’s browsing behaviour based on the desktop, tablet or mobile they are using. The flexible design accommodates various screen sizes, orientations, and resolutions. Through responsive design we can shrink images, text, and branding imagery proportionally, while rearranging components in a more suitable layout.


When mobiles first became internet capable, developers created mobile friendly sites in addition to a desktop site. While these mobile sites met a growing need, they doubled online management, where you are dealing with two sets of content, two SEO strategies, and two platforms to report on. A single responsive site consolidates these demanding, yet necessary, factors of website management. Reporting on website usage is an incredibly valuable marketing tool, and Google analytics has developed one consolidated platform to assess the way your users browse on responsive sites.

It’s worth noting that Google looks favourably on responsive websites, a factor that can lead to better visibility in search engines. Given 48% of mobile research begins on search engines, you can see why Google would welcome sites that accommodate the needs of mobile users. Not only this, but as of 21 April 2015, Google will be modifying its mobile search algorithm to boost sites that are mobile friendly. If your site is not mobile friendly, it will begin to slip in Google rankings, reducing valuable visibility.

Well organised and easy to access content is a key focus when designing a responsive website. For sites where content reigns king, responsive design allows display control on different devices. Mobile is not overloaded with content, while the desktop version is not sold short on valuable information that you have worked hard to compile.


At R&M, we identify your clients online behavioural activities through extensive workshopping. In some instances, adaptive design may be a better approach to the development of your site. If your customer base tends to use mobile devices to use your site far more than desktop, adaptive website design removes content to make your site more effective on mobile.

When using mobile devices, a positive user experience is determined by functionality and performance. People want to find what they need quickly and easily. Adaptive delivery detects the mobile device being used and delivers the correct html and css to create a unique experience built for the mobile customer.

A responsive website is a hugely valuable investment for your business. One which will increase your audience reach, boost customer engagement, and protect you from the lost sales you might experience if customers were not able to purchase with ease via mobile.

To find out more about how we can help you with a responsive site design, drop us a line at