Responsive Web Design

With the rapid spread of mobile devices in recent years, it increases the importance on the correct distribution of CSS by considering those screen sizes. Responsive web design is the concept of developing a web design that uses one HTML source and adapts to any screen sizes using CSS styles. Since it varies the design layout according to the device conditions, user can see suitable contents without having to zoom in to read texts and click buttons.

If you don’t understand the concept, the advantages and the disadvantages, it may cause troubles later. Especially it is possible to take measurements for the disadvantages in advance, so you should gain the specific know-hows and prepare for the corrective plans.

Advantages and Disadvantages

■ Advantages

1. Easy to Update and Manage for Each Device

As mentioned above, the feature of responsive web design is principally to be controlled by one HTML source code. Therefore, it makes it easier for you to update contents for all devices by just changing one source code. As a result, there’s no need to redirect to each device and problems such as having different contents on desktop and mobile devices can be solved.

2. One URL – Good for SEO and Social Sharing

With responsive web design, you can create different looks for desktop and mobile devices but it enables to navigate users to a single URL. It means that search engines don’t allocate its contents index property separately and this improves your overall SEO performance. Also it induce users to click links and social share buttons.

3. Improve User Experience on All Devices

Responsive web design displays same branded design on all devices and provide consistent user experience. It helps you to establish your branding as well as user experience for your audience. Even if users access to your website from different devices, they will find a similar experience and branding with an improved usability of your website.


■ Disadvantages

1. Take Time to Design and Develop

Compared with the traditional development of web design, both a design phase and a construction phase are more complicated so that it takes more time to design for each layout and more coding for the complicated HTML. Consequently the cost of responsive web design is normally higher.

2. Offer Less Design Freedom

One of the biggest disadvantages of responsive web design is that it offers less design freedom. Since it uses the same source code on any devices, you cannot divide out the source code even though you can have a display control via CSS. In case that there’s need to add something for only a specific device or change design later, you need to re-create it.

3. May Take Longer Loading Time for Mobile Devices

It is a severe issue that the slow load time leads to high bounce rates. The load time on responsive web design is slower than the site which is coded and optimized for only mobile devices because the capacity of the responsive web design site is bigger. Depending on the hosting, you may have a longer loading time.


Responsive web design is a powerful way if you want to provide the same identify of information for multi devices, but it also has disadvantages to consider. After clarifying the purpose of the website and what information your target audience want, you should compare these pros and cons before the introduction. This will also influence your mobile marketing strategy. To know more about mobile marketing, check out “The Essentials of Mobile Marketing.”

What do you think about responsive web design? Let me know your thoughts in the comments!