Why Responsive Design Won’t Fix Your Content Problem

More corporations and online businesses are turning to responsive web design to attract a wider traffic and keep up with the trend. Responsive design is whereby a web page is designed to ‘’respond to’’ or resize depending on the type of device.

But making responsive design won’t solve your content problem. The value of the site is more important than the aesthetics of how you navigate around it. The content of the site remains as it is whether viewed in portrait orientation or turned sideways for landscape view. So here are 5 reasons why creating a responsive design website will not solve your content difficulties.

1. Wrong audience

Website designed responsively are not supported by all browsers. Choosing responsive Design is dependent on the target audience you want to reach. If your content is not meant for an audience with recent devices, then brace for low traffic. Though it may reach a wide audience, make allowances for user experience optimization. Understand what your audience needs when they visit your audience regardless of the device they used to get there. Responsive design, therefore, won’t solve your traffic flow if a majority of your target audience do not use latest phones or tablets.

2. Withholding Content on the Homepage

Responsive design is based on HTML5 structure links to CSS styles. What this means is that roughly 40% content will be loaded but remains hidden with CSS while only a paltry 60% of desktop content will be seen. According to research……users will leave the site if the content is not loaded in 3 seconds. KISSmetrics say four seconds of waiting loses 25% of the visitors. Furthermore, Gomez and Akamai concur that a one second delay reduce transformation rate by 7%.

Withholding content also affects search engine optimization (SEO). Most optimal home pages are characterized by being descriptive and test filled to optimize on the user charge. A site that is responsively designed changes, removes and adds text links. Generally, this is because the design acts to make sites uncluttered and minimal.  This only self-destructs your content and ultimately your SEO. You can have your content improved and search optimized which will lead to better content marketing.

3. Fast-Changing Display

Responsive design constantly adapts to new layouts, margins, font size, and images. This information is displayed in an easy to read way. However, bombarding users with new fonts regularly is a huge turnoff. Bill Gates said; ‘’Content is King’’. So no matter how lovely the display and navigation; without content, users will go to a different site. The display should be uniform and not fast changing as it may turn away some site users. Maximize user experience with pleasurable content in a usable and useful format that encourages reading and interaction.

4. Cluttered Sites

Converting your text-heavy content to a user-friendly display can be a daunting task. Responsive design fits unnecessary information into your website making it uneasy to navigate. Loading all content on a mobile phone can overwhelm a visitor who may opt to retreat to another site. The design fails the test in offering a minimal website design for information filled sites. Even the most dedicated and ambitious teams are not able to resize or restructure desktop websites with much content.

5. Amount of Content

Among the questions to put up for discussion is the scope of the project on your website. Responsive design may be the current trend but you just don’t need it. You could perhaps ask, ‘’ Do I have enough content to share?’’. If yes, keeping it is simple and help your audience save you time. Load time and performance on your brief content may be altered the other way downwards. You can have your website custom made with a short load time and a great performance at hypercube.


Mobile design cannot be an afterthought as it is everywhere and most users are expecting sites to be mobile friendly. But the responsive design has its shortcoming that needs to be rectified. It is definitely not an answer to your content problem. Pinpoint and understand your target audience to improve on traffic and become among the top content writers. Properly customize your site for correct display. If your website displays and traffic works better on a desktop display don’t struggle with responsive design. Simple also works just fine.


About the author

Daniela McVicker is an author and educator. She holds a Masters in Psychological Science from Durham University. She is passionate about content strategy and interaction design. She is an editor at Grabmyessay.

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