Responsive Web Design Becoming Important to Industrial Companies


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Lately I have been fielding a lot of questions about responsive web design from companies that are planning an industrial website redesign. In case you are wondering what the heck is responsive web design, let me give you Wikipedia’s definition first:

“Responsive web design (often abbreviated to RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones).”

I found a better description in an article from Forbes (You know something has gone mainstream in the business world when Forbes publishes a featured article on it). They define it simply as, “Responsive Web design is a new design approach that enables Web designers and developers to build and maintain a single website to serve to all kinds of devices: smartphones, tablets, laptops and more.”

(Image source: WordPress Responz theme from Themify)

(Image source: WordPress Responz theme from Themify)

What’s driving this trend towards making business sites more mobile-responsive?

Here’s a quote from an article from CIO magazine, “It used to be that IT departments drove technology, but that has changed dramatically in recent years. The consumerization of IT revolution — sparked by the iPhone — has shifted the IT culture so that the users are the ones getting the latest, cutting edge technologies first, and they want to bring those devices to work. The concept of bring your own device (BYOD) is a growing trend for business IT.”

Another growing trend is blurring of the lines between IT and Marketing as more companies increase their use of marketing automation and analytics.

Mobile technologies have gained a strong foothold in the industrial workplace. Last year I wrote a post about how Architectural, Engineering and Construction (AEC) professionals were using QR codes for productivity gains at job sites. (See Innovative Uses of QR Codes by the AEC Industry).

Manufacturers and other industrial companies are beginning to understand the importance making their websites more mobile-responsive and the competitive edge they can gain from it. I have been involved in several discussions that have gone well beyond information gathering. These companies are serious about developing responsive design websites from the ground up. They are also very interested in developing mobile apps specifically for an engineering audience.

Before you rush into making your site mobile-friendly, you should know that there is much more involved in responsive web design than just choosing a WordPress theme that supports mobile devices.

Giovanni Calbro of Siteworrx wrote a very good article on Responsive Design in the August 2012 issue of COO Magazine from CMI. The key takeaway for me was his recommendation, “Content prioritization is the first step in a user-centric approach to responsive design. Break your web content into core elements or building blocks. To prioritize, ask yourself, what do my customers need on a smartphone? Tablet? Desktop? How will they use each device to access information?”

And there you have it; responsive web design will directly affect your content marketing strategy, not just web redesign decisions.

Is your current industrial site mobile-responsive or are you planning on a redesign based on Responsive Design?


  1. Hello Achinta Mitra,

    As you said Responsive web design is becoming important to the world, because everybody has different devices to browse the internet products. So the website needs to be adjustable to their needs. We have to consider all the responsive web design elements while building website

    Alex Thompson
    Incion Professional web development company

  2. Thanks for making the meaning clear to people about what Responsive Web Design is………As Mr Thompson said that people are using different devices to browse the internet products……That’s why a website should have responsive web design to serve on all kinds of devices such as smartphones, tablets, laptops, ipad, computers etc to cover up every potential audience easily……

  3. Ya I agree with you. As you know, the use of smart phones and tabs is increasing rapidly; today one can use their smart phone for shopping, banking, billing and various other purposes responsive web design takes important role in your seo campaign.

  4. Hi Achinta,

    I also wanted to add the SEO benefits of having responsive web design, Google knows the number of people browsing the web from their tablets and smartphones are increasing dramatically so when it comes to SEO they are paying a lot more attention to user-friendly websites to be able to provide better user experience to Google search users.

    I think it is a must to have a responsive website on 2015. For those with low budgets I recommend readily available mobile friendly (responsive design) website templates.

    One can easily find a responsive WordPress template, hire a freelancer and build on that. Though this works best for small businesses with simple websites, if you have a bigger more complex website then you will need to get some professional help and possibly spend some money.

  5. Hi Achinta,

    I agree with you. Responsive Web Design has become a must for companies and start-ups for faster business growth. Today, no business can hope to succeed if they do not have sites that can run on different devices like iPhones, iPads, tablets, and other devices.

  6. Responsive websites are more important nowadays. Lot of handheld device are existing in the competitive world. On an average 40% internet Surfing is happening in the mobile device. So if your website is responsive, there is no chance of losing customers. This is the reason the term “responsive” rule the websites.


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