Responsive Websites – Fad or Strategy?

Responsive website on an iphone, tablet, laptop computer.

Responsive websites have been with us for a few years now, but are they just a fad or should they be part of your marketing strategy?

Responsive Websites 101

“Day by day, the number of devices, platforms and browsers that need to work with your site grows. Responsive web design represents a fundamental shift in how we’ll build websites for the decade to come.”
– Jeffrey Veen

Responsive web design is a web development strategy for creating an optimal web browsing experience across a wide range of devices. In short, it’s a tactic for making a single website look and work great at any size, be it a desktop, laptop, tablet or smartphone screen.

Why Go Responsive?

Over a year ago, we gave you Top Five Reasons to Adopt Responsive Website Design (That Aren’t Just About Mobile Phones). Here’s a few more reasons why responsive web design is here to stay:

1. Google cares.

Google is generally secretive about how its search algorithm works. So, when the search giant starts directly alerting webmasters about responsive design, it’s time to listen.

Through its Webmaster Tools, Google has begun alerting site owners about web pages that aren’t mobile friendly. A quick look at Google’s best practices for modern web development reveals a number one fundamental: creating multi-device layouts.

Search engines want to provide users with the most relevant search results, and mobile users in particular will be shown responsive sites before non-responsive sites in search results.

2. Today’s users “multi-screen” on the web.

Website visitors are no longer neatly categorized as “desktop” or “mobile” users; it’s become standard for people to float from device to device throughout the day.

A non-responsive website that appears broken on a phone or tablet runs the risk of alienating users who recently viewed it from their desktop. Web developers in 2015 have come to recognize mobile users as their primary audience, and create websites that are optimized not just for a smaller screen, but also touch interaction.

3. Responsive design is the best plan for emerging devices.

Smartphones have nearly caught up to desktops and laptops when it comes to how often the device is used to search the internet. But did you know video game consoles, televisions, watches and other devices are also now online?

Responsive web design isn’t just for phones and tablets — it’s for devices that are just coming to market. It’s only a matter of time before consumers expect to be able to access your website from their watch or devices we haven’t even considered yet.

In 2015, responsive web design is simply good web design. It’s moved from fad to best practice and is quickly becoming the standard by which other sites will be measured. Have you made the switch?

Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video production – all in house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or

Share on social media:

Subscribe to our Newsletter

* indicates required