Responsive Web Design (RWD) allows one design to be applicable across screens. A site is coded in such a way that no matter if it is viewed on a smartphone or TV, the online assets look the same. Developing a website, or any other online assets, for RWD takes more time, investment and resources to execute. However, there are three strong compelling reasons to consider RWD in your next web project.
Search – Both Google and Bing support RWD. They have both said it is their preferred method of coding multiple sites across platforms. It is a strong statement when two competitors both agree on a way to deliver a website. Sites, which comply with using RWD as a coding structure, should see search favorability for all of their online properties.
Brand consistency – Currently, many brands have websites, mobile sites, server side tablet redirects, landing pages, microsites, blogs and so forth which look and feel different across platforms. If a user comes to a mobile site, which is slow or does not give them what they want, it does not tarnish just the mobile experience but also the brand experience. RWD allows consistent content across screens so user experience is controlled. Thus ensuring the brand experience is not damaged by the way the user comes to the site.
Content deployment – One platform allows content to flow easily through all screens. Currently, content must be formatted for the screen, which increases time to final release. It is highly inefficient to ‘recreate the wheel’ for every screen. RWD eliminates the need.
Although upfront costs and longer site development occur with a RWD deployment, the benefits and long-term efficiencies outweigh the initial investment. It is prudent as you or your company start planning for the future that RWD is part of your digital marketing plan.