Responsive web design provides site visitors and potential customers with the best experience possible regardless of how they access your site. Whether your customers reach your website via a desktop browser, a tablet, a smartphone or other device, they will view a website that responds to their device's specs. In other words, with a responsive web site, your customers won't have to waste time scrolling or minimizing or maximizing views.They also won't be limited to only one device when they want to engage with your site and your products or services.

Responsive web sites gained popularity when business' recognized their sales and conversions depended upon customer access to their site. As consumers move toward mobile for their shopping and browsing, business owners must ensure that their websites are designed to match customer demand.

When designers discuss user experience, or UX, they are discussing the best ways to engage customers and increase conversions, and this usually means the best way to design a responsive website. During the design phase, developers and designers meet with clients to better understand the business' demographics, products or services and brand identity. A comprehensive understanding of the client's customers provides a strong foundation for a responsive website that creates a uniform experience across devices.

For instance, if a customer is familiar with a desktop version of your site they might become frustrated when attempting to make a mobile purchase on a mobile version of your site that is not identical, or intuitively similar, to the desktop version.

In the age of social media sharing, uniformity across devices is even more important. When a consumer shares information on a product or service to social media, or through messaging apps, the message receiver must be able to view the share easily. If not, the share is ineffective. A responsive website makes the information available across devices, making shared content effective.

The ability to provide an optimal user experience requires multi-disciplinary designing skills. Designers who understand how to integrate technology with human behavior are often extremely successful in designing a site that appeals to your market's demographic.

Designers typically conduct surveys and analyze consumer behavior so that the websites they create respond to your customers' frequently used devices. Like most website development and design practices, responsive websites must be updated to meet the demands of new consumer-facing technologies, like newer versions of smartphones and even wearables. Keeping up with changing technology by employing responsive web design will ensure that your business' website yields a high ROI.