How do “responsive” websites miss the mark?
Today’s internet is comprised of websites that automatically adjust the page layout to fit the viewer’s device (ie: desktop, tablet, phone). However, the problem with a responsive site is that they don’t account for the fact that people using a smartphone are probably looking for a different experience than someone using a desktop computer or laptop. Someone sitting at their desk is probably ready to spend some time on a website, click around to the various pages and engage with the content. However, someone using a smartphone MAY be looking to just find the company on Google maps, give them a quick call from the car or simply look at a menu or brochure. The point is different devices intrinsically call for a different priority of content (ie: someone will more likely read a blog post on a table or desktop than on a smartphone.)