Today, websites are being consumed on a variety of devices, not just the traditional desktop computer of yesterday. Now, users are visiting websites from their phone, tablet, tv, games console, as well as their laptop and desktop computers. We need to adapt to the change in size and variety of devices that are on the market, and being released every month. To handle all these devices, the latest technique of Responsive Web Design (RWD) is being employed more and more, especially over the traditional method of creating a separate desktop site and mobile site. Google has announced that it prefers to see sites work responsively as there is only one single page for all content. The process of responsive web design works by making the website expand and contract, based on the width of the browser in question. Take this site for example, you can make your browser window smaller and you will see the elements on the page reposition themselves to adapt to the different size. This works on all devices including iPhone, Android, iPad, small laptop screens, and large desktop screens. There is still a case for having dedicated mobile websites, with limited content for particular users. Depending on a clients particular requirements, this may be a solution worth implementing and we have found that this can only be determined on a case by case basis. What You Can Do If You Have Responsive Website Increasing Your Reach To Tablet And Mobile Audiences The proliferation of web applications on tablet and mobile devices has been the driving force. Traditionally users would be re-directed to a device-specific site, but now one site can be implemented across devices. Increase Sales And Conversion Rates Consistent user experience, devoid of redirection or CSS, will have a positive impact on conversion rates. Responsive design removes many old inconsistencies of multiple sites such as functionality and performance. Increase Your Visibility In Search Engines Responsive Design means you can manage one website with a single set of links. This allows you to focus on link outreach with a consolidated Search Engine Optimisation (SEO) strategy unified across devices. Quality content which is regularly released improves your search engine ranking page positioning. Fewer resources can be wasted in low-level duplication of content across sites, increasing your chances or a higher ranking. Save Time And Cost On Mobile Development Standardized testing methodologies can now be used, removing the development, support and maintenance overheads related to having device-specific sites. Save Time And Cost On Site Management A single administrative interface can easily be optimised, using layout and workflow tools to manage the correct content, or site templates that are being used for different devices. Enhance Users Offline Browsing Experience The offline browsing capabilities of HTML5 means that sites can be easily accessed on the go. Contained in hybrid HTML5 web applications will increasingly be consumed on the move and in the absence of an internet connection. Advantages of Responsive Web Designing SEO Google has gone out and said that they prefer sites that are responsive (as opposed to having a separate mobile site for the same content), as there is only one address for them to serve the content for to the user. You also have more of a chance of your content being served to users searching on mobile devices, compared to non-optimized sites. Cost To maintain separate device specific websites (e.g. for iPhone, iPad, Desktop) would be more costly than maintaining one single website thats layout adapts automatically to the device in question. Users With a well designed responsive website, your users will be happier to use your website and return again and again, on their alternative devices. If a user cant use your site efficiently, as it is not set up to work on their device, its unlikely they will keep returning. Competition As RWD is in its early adoption stage, getting a leg up on the competition could gain you extra customers and sales. Your new responsive site could appear ahead of your competitors in Google searches, and nobody will turn that down. Future Proof By going responsive, your website will stand a much better chance of standing the test of time online. If you get a site designed today, and dont refresh the look for another 3 years, even if new devices are announced in that time, your site should have no problem being displayed in its adaptive layout. Why It Is Necessary In This Global Era? There are 6.8 billion people in the world 5.1 billion of them now own a cell phone.28% of Internet usage comes from a mobile phone it is projected to take over desktop usage by 2014.50% of all local searches are performed on mobile devices.62% of companies that designed a website specifically for mobile had increased sales.Thousands of screen sizes exist for mobile devices, and the number continues to grow. Mobile market is 4 times higher than PC market.Smart phone are more preferred than simple phone by customers.We recommend all of our clients consider responsive design for any new website we build. Flexible images and fluid grids then size correctly to fit the screen. Conclusion Responsive design keeps you ahead of the trend. The demand for media-rich mobile internet and apps is burgeoning, so several important implications must be addressed development and maintenance costs, visibility in search engines and better conversion rates. Tablet and smartphone sales are exploding. Responsive design is key and content consumption on mobile devices will only continue to increase.