The term “responsive web design” represents a method of coding and designing the layout of a website so that it provides an optimal viewing experience regardless of the screen size being used to display it. Thus, the result is a responsive website.

A few years ago, before this concept got any attention, almost all websites were designed on a fixed structure (fixed grids) and worked very well this way because they were accessed mainly on PCs that had about the same resolution (screen size). But the impact of technological development and innovation have unprecedently changed the way we access the Internet, do shopping, socialize and so on. Nowadays, computers are no longer the only devices equipped with a web browser. Smartphones, tablets and notebooks have brought about a wide range of screens in various sizes and resolutions. And websites must be able to adapt to them in order to improve retention of new customers and meet the requirements of search engines – the main source of information for Internet users.

Thus, as of 21 April 2015, the most popular search engine – Google, introduced an update with which websites that are not responsive are penalized and downranked. This means that it will inevitably diminish visibility of that particular website in user searches on Google, ie. lowering the position that it will occupy in the results page.

You must not be reluctant to recreate a website with a responsive design layout, the original structure may have brought you success so far and you may not want to give it up, however it might become antiquated overnight and your business will have problems online.

By using a responsive website, you will benefit from a flexible grid (fluid grid) – which resizes for each device, flexible images – that change their width and height depending on the size of the screen they are displayed on, and media queries – a method of loading different CSS styles for each resolution separately.

You will enjoy things such as:

  • Flexibility in the face of existing technology, currently on the market. The site will be accessible from any device, thereby gaining traffic and visibility.
  • Efficiency in terms of costs and administration. It is cheaper and easier to manage a single website than two or more versions.
  • Smooth marketing campaigns, improving the results obtained with SEO.
  • Creating a pleasant experience for visitors, which increasingly migrate from the classic “click” to the more contemporary “touch”.
  • Increased conversions

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