How much of your target audience is accessing your website through a mobile device? Perhaps more than you think — mobile traffic has tripled in the past three years, now accounting for nearly one-third of all website traffic.

So how does your business best reach these mobile consumers? Take a look at responsive web design.

Like all good design, the inner workings of a website should go unnoticed by the consumer. A consumer just wants content delivered to his or her device without complication — in hand, on a tablet or on a desktop.

But there’s plenty of behind-the-scenes work that goes into all websites that look great and function well across platforms. Responsive design is one of the best recommendations we can give to clients to drive sales and create a positive brand experience for all consumers.

A recent article from Fast Company noted the difference between responsive and adaptive designs. So we asked our art director of multimedia and lead developer, George Migash, to break it down.

“I would call them ‘responsive, fluid’ and ‘responsive, with breakpoints’ respectively,” Migash said. “A fluid layout responds to any and every possible screen width. On the other hand, a responsive site with breakpoints typically responds to three common scenarios: desktop/laptop, tablet and phone. Both provide the content in a way that fits the customer’s needs at any given moment.”

Gavin recently designed and developed a responsive website for Kimman’s Co., relying on our team’s expertise to create a clean, easily navigated browsing experience for any consumer.

The desktop version has a large, widescreen slider on the homepage, which — with the real estate that a desktop experience provides — looks great and doesn’t interfere with the product categories featured below it.

On a phone, the slideshow is completely eliminated, allowing customers easy access to the categories and the shopping cart so they can get their shopping done quickly and effectively.

Is your website set up for responsive design and optimization?

If you’ve answered no, it’s time to take a look.