Web Design: Five Reasons to Switch to ‘Responsive’ Design Immediately

Mission Critical’s Web Design and Presentation Technology group that builds everything from full websites to multi-media presentations for winning client interviews.  Today, we would like to take a look at responsive website design and why it is vital to communicating with your clients – wherever they are.

The web landscape is shifting far too quickly for anyone to keep pace with. Not so long ago, desktops monopolized the web browsing experience. But today, the number of devices used to surf the web is growing at an astronomical rate. A multitude of screens and screen sizes ranging from laptops, phones, tablets, ‘phablets’, game consoles, smart TVs, watches, etc. are used not just for customary web browsing but are in fact, in many cases, replacing your typical desktop or workstation.

With the distinct audience shift towards multiple devices comes the need for responsive design to ensure a flexible, seamless user experience across devices. In other words, with a responsive design, you don’t have to worry about having and maintaining different websites for different devices or making sure that your site runs properly on a mobile device, but can focus on ‘one site for every device’.

A responsive design simply means a website has been constructed such that the site’s layout – its content, images and structure – automatically adapts to the size of the device it is being viewed on. It introduces a sense of flexibility to the website so that the site isn’t just stretched or compressed to fit a screen but is reconstructed as if it was made just for that device. A website that is not responsive will typically have usability issues such as links that are not easily clickable, content readability or layout concerns, stretched images, scrolling problems, compromised site navigation, etc. For prospective clients or selection panel members that may want to learn more about your firm, providing a easy-to-navigate experience is another tool firms need to employ to ensure the next project win.

Clearly, responsive design is one of the most important features to add to your website. Here are five good reasons why you should switch to responsive design for your website right away:

  1. Enhance User Experience & Improve Site Traffic & Conversions

The proliferation of smartphones, tablets, internet and web applications means that websites have to be ready to cater to traffic from any device at any time. The traditional approach of redirecting users to a device specific (mobile) version leads to inconsistent functionality, performance and look-feel disparities. A responsive design, on the other hand, overcomes all these barriers while actually enhancing the user experience across devices. User-experience, as we all know, is the single most important aspect that directly impacts web traffic, conversions and sales.

According to Google’s Think Insights on Mobile, “when a visitor to your mobile website doesn’t see the content that they are searching for immediately or finds the navigation cumbersome, there’s a 61% chance he/she will leave and head to another website. However, when a visitor has had a positive experience with your mobile website, he/she is 67% more likely to buy a product or use a service. Furthermore, 48% of users stated that when a site doesn’t function on their mobile device it makes them feel that the company does not care for their business.”

  1. Cater to the Multi-Device Customer

In the digitized world that we live in, websites are visited not just by different devices and screen sizes, but by the same customers returning to the same sites at different times using these different devices. These users expect consistency in both content and experience across the website irrespective of the device. Thus it is crucial that a site work faultlessly regardless of the device and that the customer’s experience is consistent and seamless on any device. The obvious solution to both these criteria? Responsive design!

  1. Save Time & Money

The primary benefit of adopting a responsive design is the substantial savings in time and money as compared to maintaining multiple device specific websites. The duplicity in maintaining, updating and managing multiple websites gets eliminated with a responsive design. Moreover, having one website to manage and one place to manage that site from will make it easier to keep the site updated.

  1. Improve Search Engine Rankings

Google, with its dominant share of the search engine market, clearly prefers and ranks responsive websites higher than others in its organic listings. Why? Because responsive sites, with a single URL and HTML, are easier for Google to crawl and then index and organize all the content that is online. Secondly, a single website and URL is easier for users to share, engage and interact with on a responsive site as compared to a site that has different pages for mobile and desktop users.  Both of these aspects play an important role in your SEO efforts and in totality improve your website’s traffic.

  1. Be Future-Proof

One of the best things about a responsive website is that it won’t let advancements in technology make your website obsolete. Responsive design keeps your site fluid, making it easy to scale up and down as needed to best fit the device or orientation in which your site is being viewed. This means that as new devices enter the market, with novel screens and screen sizes, your website will already be prepared with a design and experience to match it.


Mission Critical designs and builds full web and web portal experiences focusing on a “content first” approach.  With the unique capacity to technically narrate and design your website, we provide a true “turnkey” approach to your firm’s web presence.  Learn more about Mission Critical’s Web Design and Presentation Technology services or feel free to contact us to discuss your next project.


About Mission Critical

Combining technical expertise, fanatical creativity, and world class resources, Mission Critical writes, manages and designs winning responses to competitive CM@Risk, CM/GC, Design-Build, JOC and P3 procurements.



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