Jonathan Lumb
Jonathan Lumb
Head of Digital Creative
17.11.14

Rule Number 1: Be Responsive

Here at Ponderosa we have been dealing with the intricate world of Responsive Web Design (RWD) since it became prevalent on the scene at the beginning of 2012. It’s a powerful, sophisticated and exciting way to design a website, and is Ponderosa’s ‘weapon of choice’… here’s why.

So, what is Responsive Web Design?

In a nutshell, it is a Web design approach that adapts web content (images, text, multimedia) to respond fluidly to the device that it is being displayed on. To test this, and to see if a site is responsive, simply resize the browser you are viewing it in. And, if it is responsive, watch in amazement as the content dynamically and fluidly matches the size of the window.

The questions we ask before the Responsive project

We’re advocates of building everything responsively. This is because of the multitude of benefits gained from this process, which I will explain later. But, before taking on a project, we ask a couple of simple questions.

- What are the current breakdowns of traffic flow to your website?

Before a web redesign we evaluate a wealth of Google Analytics data to inform our decision. One of the main areas of this is the amount of traffic to the site from platforms other than a desktop computer. We can analyse the percentage value of tablet and mobile users and, if the numbers are high, this tells us that designing for these emerging platforms is a must.

Even if the figures are low, there is an argument that the number will only increase over time, as mobile and tablet use continues to grow. In fact, since the beginning of 2014 mobile usage has exceed PC internet usage for the first time.

- What does the brands future look like? And, how does it align with the digital landscape?

 The future is unknown in digital. It is an area that is developing so quickly that it is often hard to know what will happen next. But here at Ponderosa, we like to think that we have our finger on the pulse and are aware of emerging technologies as well as the future of current platforms. This means we can define what the client’s needs are over the coming years to see how they align with current platforms and their usage on mobile. For instance, will there be immediate benefits to the client for users to engage with the website on the go, or will there be scope to increase the audience they reach by delivering new digital engagement techniques onto mobile and tablets?

We love Responsive Web Design, and here are a few reasons why…

- Managing your content

Being expert WordPress developers, we can’t say enough about the importance of strong and easy to use content management. RWD allows users to control this content all in one place, which will deliver automatically to all platforms. 

- Engaging your audience

Deliver the right content to a mobile and deliver it well. 91% of all users will switch to a competitor’s website if they receive a poor mobile experience. 

- Reaching a larger audience

All of this means one thing. You will be engaging an audience that otherwise you would not be. An audience that would otherwise bypass your limited mobile experience, will fully engage with what you have to say.

 - It’s the future… and the present

Mobile usage will only continue to grow, and that is in a year where mobile is projected to drive 36% of all e-commerce sales, compared to 16% in 2013.

- The developing and emerging web

Mobile, tablets, watches, Phablets, TVs  and more. The emerging platforms for web usage are continually growing, so developing a strong RWD will leave your site completely future proof. We could be delivering your content to a web-enabled fridge, and it would all still make perfect sense to the user!

 - Google loves responsive

Google recommends RWD as the best way to target mobile users, it’s good for your SEO to have Google on your side. There’s this and numerous other SEO benefits to get your site ranking further up the page.

- An aligned User experience

How the user experiences the website is of upmost importance, RWD ensures that the desktop web experience is mirrored on mobile and tablets. So the user can find what they want and even enjoy the experience all at the same time.

If you’re thinking about going responsive, contact us here.

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