It won’t be long before the prolific smartphone outnumbers the amount of humans on the planet. It only makes sense then that companies are focused on developing mobile strategies. A standard website won’t bring all of the business that it used to, especially if someone can’t view it on their phone or tablet where they spend most of their time surfing the web. Responsive design is about making sure that your site can adapt to the device that a person surfs in on. Thus, instead of having a separate mobile site, and possibly even a different site for smartphones as opposed to tablets, you can have just one website that adjusts accordingly. While this initially seems like the obvious way to go, the technology is limited in some ways, and there are definitely some marks against responsive design. Let’s examine a few shortcomings.

Let’s start with your advertisers. You may need the revenue from these ads to keep your business afloat. Newspapers, for example, used to rely on ads in the printed paper to fund printing and staff costs. Now many of those companies prefer to have their ads run in more popular online versions of the newspaper. Now let’s think about responsive design. The site is automatically resized for the mobile device. That isn’t very good news for someone who is paying to have a readable ad on your page. The size of the ad may be altered. Its location on the page might be adjusted. All of these things are considerations in the pricing of ads. You don’t want to lose an advertiser because they don’t like what your responsive design site does to their spot.

Also, you need to have top notch designers to make responsive design work, and even then they will have to put forth a tremendous amount of effort to create the site. It takes a lot more initial planning to design the website properly. Then every little adjustment made from there on out needs to have many more parameters taken into consideration.

Sometimes having a mobile site or creating an app are just better choices than responsive design. Figure out what aspects of your site the majority of customers are going to use on the go. Make that what is accessible on the app or mobile site. Someone who wants to check if their flight is on time doesn’t need an entire page to load up that includes input fields for purchasing a flight. Someone will sit down at their computer for that. Take that example and apply it your business.