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Responsive Websites

What is a responsive website?

The key ingredients of a responsive website are:

1. It changes its appearance and layout based on the size of the screen the website is displayed on.
2. Designed to make the text on the page larger and easier to read on smaller screens.
3. Configured to make the buttons on the phone's screen easier to press.
4. Sophisticated and often use responsive design on a mobile device to:
a. format the website to hide or present entirely different information
b. radically change the graphics and colors,
c. reduce the site to emphasise just its most important pieces of information.

Why is this so important?


When people are searching on the web first impressions really count and potential customers overwhelmingly make their buying decision on their first visit to a site. Your site needs to look great and present the right information to potential purchasers no matter what type of device they are using.

You need to grab them and hang onto them otherwise they will move on elsewhere and in 99.9% of cases be lost to you.

It is increasingly important that websites are mobile device friendly – searches on mobile devices aren’t the way of the future they are the way of now. Recent US research has shown that:

  • 88% of adults own a mobile phone and over 55% of these users use their phone to go online.
  • 45% of the mobile browsers prefer to go online via their mobile device.
  • In all 17% of mobile phone users prefer to go online via their mobile device over desktops and laptops.

These are very high percentages and we believe will only increase with the advent of more 4G take-up and faster wireless broadband. We also believe, based on take-up numbers in Australia, that these percentages would be somewhat higher in Australia.

The fundamental advantages of a responsive website are:

  • You decide what content goes where on your site by using altered navigation or menu options.
  • It can be tailored to fit and look great on as many devices as needed – tablets (big or small) mobile phones, notebooks as well as more traditional desktops and laptops.
  • Absolute consistency in branding and content across all devices.
  •  Personalisation of the website experience across all devices.

Personalisation was the domain of the big companies with big budgets but it is increasingly becoming an important part of the experience required by many users.

In its simplest form personalisation asks the visitor to say “what sort of a visitor they are” by clicking on a choice of buttons, the site then takes them through the sections of the overall site specifically designed for that type of visitor.

The advantage to the visitor is that they don’t have to wade through irrelevant information; the advantage to the owner of the business is that they can better target the visitor after they have self-selected their category.

We believe that personalisation is going to become an increasingly important part of websites and ecommerce.

The good news is that most up-to-date websites don’t require a full rebuild to be turned into responsive websites and certainly the cost involved can be more than outweighed by the results delivered.

As with all aspects of online marketing and ecommerce the early adopters generally reap the greatest benefits and we believe that a responsive website should be high on the list of every business’s marketing priorities. CALL us on 02 9547 2005 or Contact us online to see how we can help you achieve your goals.

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