Responsive design
Responsive design is building one website that adapts its layout to every screen (phone, tablet, laptop) instead of maintaining separate versions. It's been the standard for a decade; the bar now is being genuinely good on the phone, not merely functional.
Why it matters
For most businesses, half or more of visits are mobile, and mobile visitors are the quickest to leave. Google also ranks primarily from your mobile version. A site that's "responsive" but designed desktop-first quietly underperforms with the majority of its audience.
How it works
Layouts are built on flexible grids that reflow by screen width: columns stack, navigation collapses, touch targets grow. The craft is prioritisation (deciding what the phone version leads with) rather than merely squeezing the desktop design smaller.
What to do about it
Review your key pages on an actual phone, as a first-time visitor: is the offer clear in two scrolls, are buttons tappable, does anything overflow? Fix what annoys you: it annoys buyers more.
