The growing navigation from mobile devices has triggered a revolution also regarding the creation of websites. According to some data from the Google consumer Barometer, which analyzes the trend of the market and the use of the Internet in the world, from 2012 to today, has vicarage an increase in the use of mobile Web services and is expected to 2017 a further increase of 66%. More and more people surf the Internet directly from mobile devices rather than from the desktop.

Who wants to create a site or who already owns one, must necessarily keep up with the times by having a portal that is capable of adapting to mobile devices, without affecting the user experience and respecting the rules and parameters imposed by Google. Visibility is very important for a web portal it is inevitable that this is accessible and functional by from any device.

The ability to create a multi-screen website can be reached from two different locations: the responsive site or the mobile site. Both have as their goal the creation of a website visible from each device, the difference lies in the medium with which you reach the goal.

To have a more complete picture our advice is to contact a Web agency or a site programmer able to develop an app, to evaluate what is the most convenient choice for you and the one that best suits your needs and needs .

In this article we will focus on all the pros and cons of a responsive site.

What is a responsive website?

A responsive website is a so-called “smart” site, because it can change its layout and content by adapting to the device from which it is accessed (tablet, smartphone or desktop) or the operating system used (Windows, Android, Apple, etc.).

Automatically the responsive site will adapt to the screen size, resolution and orientation. It is a site accessible at any time and from any device, which does not affect the speed of navigation and the user experience.

The user who navigates from the smartphone in fact is little patient, wants to get immediately to the heart of the news or the topic that interests him. If the site is slow, the pages are barely visible or are wedges of advertising, the user will go away and hardly return to the site.

With the help of an experienced developer, you need to create a responsive, unobstructed site that helps your user experience and is quick to navigate. Now we can analyze in specific all the pros and cons of a responsive site.

The Benefits of Google

For those who want to build a responsive website, in SEO oriented key or who runs an e-commerce Portal, visibility on Google is simply vital. Placing yourself in the Google SERP between the top positions is critical to increase your visibility.

It is therefore necessary to comply with the rules imposed by Google, a luxury showcase for those who want to showcase their web products. From this point of view you prefer responsive sites, because they have only one URL and one HTML code, which makes it much easier to index a website on Google.

In addition, the contents of a website with only one URL code are much more usable and can be shared by the users. The responsive website greatly improves the user experience of the Navigator, an aspect to which Google takes much account of the ranking rating.

The advantages of the structure

Even if you decide to entrust yourself to a web agency, you should know the composition and structure of a responsive site, so that you can choose the most professional agency. A responsive website uses cascading style sheets (CSS) 3 (cascading style sheets), which is a language that can format HTML, XHTML, and XML documents as Web sites.

The CSS 3 also is also very useful for solving Internet Explorer bugs (which although belonging to the prehistory of browsers is used by many users), to create rounded edges and improve backgrounds. Making a responsive site means having, as we have already said, a single URL, with simple content to manage and administer just because they are not duplicated.

With a mobile site you need to duplicate the contents for the desktop version and for the mobile version, resulting in waste of money and energy.

A responsive site therefore, in addition to being well seen by Google having a single version, saves money and effort and there is no need for any direct to hijack users from mobile devices on the site.

A very useful solution if you have a company with little budget and you have to optimize the costs: a responsive site will be usable on both the desktop version and the mobile version at no extra cost.

The SEO oriented advantages of a responsive website

As we explained the responsive sites have only one URL, this allows you to keep the traffic of visits on a single portal without dividing it.

It is a very important aspect from a strategic point of view, especially if most of the revenue comes from advertising. With a single URL you will not affect the visibility of social networks and does not fragment the link popularity, a measure of the reliability of the website that also affects online visibility.

The link popularity is very important since the search engines first place the sites that guarantee greater reliability. Finally, the user is at ease both on the desktop and on the mobile device, since it interfaces with the same templates with a more or less similar navigation.


It is not all gold what glitters though, undoubtedly there are also drawbacks for those who decide to use a responsive site.

You must first try to lighten the page as much as possible, choosing content and photos not excessively heavy so as not to slow down the navigation of the site and the opening of the pages.

The user in fact needs to be able to switch from one page to another without waiting too long.

Some research has indicated that 74% of users, after 4 seconds of loading, leave the site. It is therefore necessary to stay below this loading threshold, otherwise you risk losing a large amount of potential readers.

The responsive site presents a process of analysis, testing and design rather laborious and complicated, as they increase the difficulties and variables to be evaluated, especially if the portal is very complex and elaborated from a graphic and stylistic point of view . Finally it is difficult, if not impossible, to optimize the portal with specific keywords for the mobile context.

In fact, the same key can have completely different research volumes, especially in reference to the needs of the user experienced in different areas.

Now you know more specifically all the pros and cons of a responsive site, you just have to contact a web agency or an experienced programmer to make a site “ex novo” or to modernize an existing one.