Did you know that the term ‘responsive website design’ was first coined by web designer Ethan Marcotte in 2010? Fast forward to today, and mobile browsing has overtaken desktop usage — making mobile website design an absolute necessity for businesses.
“Rather than tailoring disconnected designs to each of an ever-increasing number of web devices, we can treat them as facets of the same experience. We can design for an optimal viewing experience, but embed standards-based technologies into our designs to make them not only more flexible, but more adaptive to the media that renders them.”
Ethan Marcotte
As technology evolves, businesses must cater to a variety of screen sizes—from smartphones and tablets to laptops and desktops. A seamless, responsive experience across devices is no longer optional; it’s expected.
In this guide, our expert team at KIJO shares 10 essential principles for creating a high-performing, responsive mobile website design that enhances user experience and boosts conversions.
Responsive design ensures your website adapts seamlessly to any screen size, offering users a consistent experience whether they’re on a phone, tablet, or desktop.
By using flexible layouts, fluid grids, and intelligent CSS media queries, responsive websites automatically adjust elements like text, images, and navigation for optimal usability.
The ‘viewport’ is the visible area of a web page, which varies across devices. Setting the correct ‘meta viewport tag’ helps ensure your site scales properly:
<meta name=”viewport” content=”width=device-width, initial-scale=1″>
- Use width=device-width to match the screen size
- Set initial-scale=1 for a balanced user experience
- Avoid disabling user scaling to maintain accessibility
Ever landed on a site with oversized images or horizontal scrolling? Poor scaling can frustrate users and drive them away.
Best practice:
Media queries are CSS rules that adapt website styles based on screen size and resolution. They help create custom layouts for different devices.
Example:
@media (max-width: 768px) {
body {
font-size: 16px;
}
}
Instead of rigid pixel-based layouts, use relative units like percentages, em, or rem for a fluid, scalable design.
Example conversion formula:
Target size ÷ Parent size = em value
A grid-based layout helps maintain structure across screen sizes. Avoid using fixed pixel values—opt for CSS Grid or Flexbox for dynamic positioning.
Why use a flexible grid?
Example:
.container {
display: grid;
grid-template-columns: repeat(auto-fit, minmax(200px, 1fr));
}
Breakpoints define when your design adapts to different screen sizes. Instead of designing for specific devices:
Users should never have to zoom or scroll excessively to read content. Best practices for text in mobile website design:
Google Chrome DevTools makes it easy to preview how your site looks across devices.
How to test your mobile website design:
Regular testing prevents costly design errors.
KIJO Pro Tip: You can also use DevTools to measure ‘page weight’: the combined byte for total resources being utilised on-page.
Slow-loading images reduce user engagement — 53% of users abandon a site if it takes longer than 3 seconds to load.
Tips for faster, responsive images:
Example:
<img src=”image-default.jpg” srcset=”image-small.jpg 480w, image-large.jpg 1200w” sizes=”(max-width: 600px) 480px, 1200px” alt=”Example image”>
Even the best web designs need real-world testing.
Consider A/B testing different layouts to see which performs best.
As mobile usage continues to grow, responsive mobile website design isn’t just a trend — it’s a necessity.
By implementing these 10 essential principles, you’ll create a seamless, high-performing website that keeps users engaged and drives conversions.
Related Read: 7 UX Principals For Creating A Great Website.
Feel you could use some more support in building a website that is completely responsive? Contact us today —we specialise in cutting-edge, responsive web design that delivers results.
Need expert guidance on your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your brand’s current performance, discuss your goals, analyse competitor insights, and explore your brand’s potential. Let’s bring your vision to life—book your free consultation via the link below:
