Does Your Brand Need a Responsive Website to Survive in a Competitive Market?

You can’t talk about Responsive Web Design (RWD), without naming the man who coined this term while writing a brilliant article on A List Apart, about this designing approach. We are talking about Ethan Marcotte, a web designer who can be credited for setting the stage for the popularity of this technology back in 2020. But who would have thought that within a short span of just three years, RWD will come to be regarded as a truly revolutionary technology that will change the way the world looks at ui ux designer. It’s the buzz word these days, with businesses looking at it as THE technology to help them leverage the immense potential of the World Wide Web as well as the mobile web, and improve strategic business growth. For others, this technology looks like the perfect solution to boost their rapidly decreasing online footprint.

Designers and developers are leaving no stone unturned to develop their RWD skill sets and advertise their proficiency in this designing approach. They believe RWD is where their bread is buttered and do everything to prominently market their RWD skills. It’s almost as if the world of web design begins and ends with RWD.



So, the question here is, will your brand lose its value if your business doesn’t have a responsively designed website? Will your brand awareness falter in an online world populated by responsive websites? At first glance, the answer to this question looks like a resounding YES. But the truth lies somewhere in between. There is no doubt that RWD is a good idea for your software development website, but it might not be a prerequisite for the survival of your brand in a highly competitive market. Looking at your brand’s survival through the prism of RWD actually doesn’t do justice to your brand.

The key here is to understand whether your business will actually benefit from the use of responsive website design. These benefits must be tangible and not ambiguous. In a highly competitive world of business, a website is one of the most potent weapons used in the brand wars fought online. You can’t afford to take a wrong decision. It will have long term repercussions on how your brand is perceived.

So, in order to answer our question, let’s first take a look at why this hype and hoopla surrounding RWD.

Why is responsiveness regarded as the next big thing?

the next big thing

There are some people who might think this question itself is fundamentally flawed because RWD is already playing a mission critical role in world of web design. But the truth is that RWD is still a work in progress and to call it the next big thing will be a little premature. But, what there is no doubt about at all is that it has increased the scope of websites. Where earlier websites could only render effectively on desktops, RWD has ensured that they effectively render on different mobile app development irrespective of their size or resolution. A logical benefit of this is that a brand can improve its visibility amongst mobile web users, who will surpass desktop internet users in a few years. This essentially means your brand awareness is in safe hands. The fact that your website can reach out to a wider audience and you don’t have to create a separate mobile website is a huge point in its favor, and that’s the reason why RWD has become so popular.

But, there are plenty of ifs and buts to this humongous benefit brought to the table by RWD.

Let’s take a look at these ‘Ifs’

Responsiveness works IF a large number of users will access your website from their mobile devices

We have mentioned that the number of mobile web users will surpass desktop internet users very soon, but this doesn’t mean your target audience is gung-ho about accessing your website through their mobile devices from it development company. Make sure this is the case before you choose to go with responsive web design. If you are reasonably sure that the majority of your target audience will access your website through mobile web, RWS make perfect business sense.

RWD is a good choice IF you want to task limited resources with the management and control of your online identity

Sometimes, it just makes immense logistical sense to have a single online identity that works across multiple mobile devices. Think of a situation wherein you have a desktop website, mobile website and even a mobile app, and you don’t have the resources to keep track of and handle all the response generated with these entities. What’s going to happen is total chaos resulting in an inability to optimize the use of these entities. RWD ensures you have just one online identity to manage, which makes control and monetization much simpler.

RWD is a good choice IF your business has a very clear idea of what it wishes to accomplish with it

Don’t go for RWD if your business doesn’t really know what to do with it, meaning it really has no clue how to move forward with it and how to tap into its potential for app development software. What do you want your website’s presence on the mobile devices of your target users to achieve? Do you want them to buy your products or you wish to generate better brand awareness, or you want to do something else? Make sure you are well aware of your objectives when it comes to RWD.

RWD is a good choice IF you have a sound mobile strategy in place

Consider this an extension of our earlier point. Do you have a mobile strategy in place? Yes, a large percentage of your target audience might be accessing the web through their mobile devices, but do you have a strategy that will help you leverage this state of affairs. Are your mobile web marketing efforts an extension of your regular internet marketing efforts or you have a clearly defined strategy in place for your mobile offerings that works and acts separately. This is really important because this will also help you measure the efficacy of your mobile footprint vis-à-vis your desktop footprint, track results and make changes if and when necessary.


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