Responsive web design (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 mobile phones to desktop computer monitors).
Before the advent of responsive design, if you wanted to have a site that looked optimal for both a desktop computer and a mobile phone, you would essentially have to build the site twice and use some internet jiggery pokery to point a visitor to the correct version, which results in over-inflated development costs.
With the creation of tablets and vastly differing sizes in mobile phones this became even more confusing. Without responsive design you would effectively have to build up to a dozen different sites for the same content.
Now with modern techniques only available with newer web browsers a different set of web developer jiggery pokery allows us to build a single site, which adjusts its layout depending on the size of the screen viewing it. Not only does this save time and money on development times, it also allows you to dramatically increase the reach of your target market, which with any luck, or a Sussex Web Hero search engine optimisation campaign, lead to more visits and more sales.
The good news about responsive design doesn't end there, in our experience most non-responsive web sites can be upgraded to a responsive layout meaning a responsive design for your company doesn't have to cost the earth and you can keep all the branding and content you have been working years to put together.