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Responsive design was originally a term used to address the trend away from desktop to tablet and smartphone usability. We all remember the early days of mobile or tablet web surfing when the page would not quite fit on the screen; we then had to move the page around on our screen sideways to be able to read the whole sentence. Responsive design was a term that developers used to ensure that the content automatically fitted into the screen despite its size.

Today responsive design takes on so much more…


Device-driven content.

We recently did a project for a regional medical centre with the only emergency room in the region. Part of the brief stipulated that if the site was being viewed on a mobile device, the first thing a user would see is the navigation to the emergency room.

The thinking was that if people were looking at the site on a mobile phone, they might be in the car on the way. And that navigation to the ER may be their highest priority



Geolocators in your device lets apps and sites know your location and shape the information it gives you relative to your location. For instance, if you visit a national retail chain on your phone, the site may lead with information about the outlet nearest your current location.



If you are a frequent visitor to a site, that site can remember your browsing history and remind you of the things you were looking at or fill the home page with products and services based on your history.

The takeaway for your business:

Your website and mobile apps can provide your audience with more than just an online brochure. Thinking about why users visit your channels and creating content that responds to their requirements can help casual observers bond to your brand and gravitate to your services.


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Earle Webber

With over thirty years in content marketing and brand development, Earle is the director of, and Earle is also a founding partner at

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