A standard, one size fit’s all, website design can suffer when it comes to usability if a visitor accesses it through a small screen device such as a mobile phone. Text and images tend to be too small to read, requiring users to zoom in and pan the site left and right, up and down, in order to view all the content. With mobile devices accounted for over 55% of Internet usage (CNN Money 2014), it is increasingly important to tailor your site to this ever growing user base.
A mobile optimized site (responsive design) will adjust it’s layout ‘on the fly’ to fit within a variety of smaller screen widths. At most, users will only have to scroll down for content, with very little need for zooming in. The look and feel of the site should remain mostly intact. As an example, this site is optimized. View it on a smartphone, tablet and laptop/desktop to notice the difference.