Is your website not creating the conversions you were hoping for? Many designers would have you believe that the best remedy for that is a new aesthetic that’s stylish and trendy. Not only is this misleading information, it is flat-out untrue. The visual appeal of a website doesn’t determine how effective it is – in fact, the only “ugly” website is one that is unresponsive and doesn’t produce conversions.

Be aware of designers that put a higher emphasis on visual design than responsiveness; this is sometimes a tactic to make you think you’re receiving something that will bring all the conversions in the world, but it means nothing if the site is unresponsive.

But what exactly does “responsive” mean?

Responsive design is a way to create a website so it automatically scales its content and elements to match the screen on which it is being viewed. Responsiveness prevents images from being larger than the screen’s width and prevents users on mobile devices from having to do extra work just to view the content on your site.

The overall goal of a responsive design is to eliminate the need to resize, scroll, zoom, or pan that occurs with sites that have not been optimized for use on other devices. Those unnecessary movements make the site difficult to navigate, and can cost you potential customers that become frustrated trying to figure out how to get anything done.

Moreover, having a responsive site eliminates the need to have a separate mobile site, saving you money and headaches in the future.