Responsive is the new black

By Sarah Lennard-Brown

Responsive web design is clearly useful, enabling people to access information from the Internet wherever they are, on phone, tablet, games console or pc. Organisations implementing responsive design early are benefitting from getting ahead of their competitors.

Transport for London has announced that their new website will be responsive. Responsive web design allows the same content to be displayed on different hardware, for example smartphones, tablets or personal computers. It enables the website to reconfigure to present the information in the optimum way depending on the screen size of the device you are using to view it. This usually means that elements such as header or footer links are repositioned, the menu reconfigured and pictures and text linearised to maximise the ability of the user to understand it.

This type of adaptive web design is essential in the modern world. Implementing a responsive design improves customer engagement. We implemented a responsive design for Surrey and Sussex Probation because over 10% of their stakeholders were accessing the website with their smartphones. The interesting thing was that less than a year after we had launched the new design the visitors to the site increased by 45% and 23% of these were accessing the site using smartphones.

This increase in users is partly down to the rapid rise in the use of smartphones and tablets. But it underlines the importance of implementing a responsive design in order to accommodate this new and rapidly rising category of users.

Responsive design is clearly useful, enabling people to access information from the internet wherever they are, on phone, tablet, games console or pc. Organisations implementing responsive design early are benefitting from getting ahead of their competitors.

Just some benefits of a responsive design are:

  1. A consistent experience whichever platform or device you use to access the website. No more peering at tiny writing on smartphone screens to see the information on your website.
  2. It radically increases your ability to influence the perceptions of your organisation in a positive way. People always have their smartphones in their hands and you want your website to be usable on that device.
  3. Responsive design is invaluable for people finding directions - imagine trying to access a tiny map or decipher small letters on a non-responsive website as you try to find the postcode for your satnav.
  4. Fast response to impulse buys - customers like the convenience of shopping on their phones.
  5. Wider dissemination of job adverts or response to consultations as people talk and share information via their smart phones and tablet pcs.
  6. Creating a proper responsive design website rather than a separate website for each type of device clearly saves time and money. You only need to create the code once and you only need to update one website.

Creating a responsive website takes planning, and understanding. We have those skills at Ecru.

We have created some beautiful responsive websites - take a look:

Call us now to discuss your website requirements.

Sarah Lennard-Brown, Director of Ecru Sarah Lennard-Brown, Director of Ecru

This article was written by Sarah Lennard-Brown, Director of Ecru. If you have any questions regarding this article or would like to discuss your next web site project with Sarah please call her on 0800 0433 963 or get in touch via our contact form.

Is your website accessible to disabled people? Email us or call us on 0800 0433 963 to discuss how we can help you.