By Paul Reyes-Fournier, CFA Content Developer at Mindojo

There are more computers and mobile devices in the world than there are people. Technology today is one of the greatest drivers of purchasing decisions with a majority of people using smartphones and tablets to research and buy items. To match the ever-changing needs of smart technology and individual browsing preferences, websites need to be responsive, meeting new criteria for adaptability and user-friendly defaults. A responsive site, with some important marketing components, will enhance the customer's experience and bring revenue to the company.


A website is nothing but annoying if users cannot move around and find the things that they need. Navigation menus always need to be in the main view of the user, no matter the device being used. There are multitudes of visually appealing ways to show a link but these mean nothing if the menu requires the user to scroll down under the fold.

Google always does a nice job creating responsive and visually appealing menus. The linking for Google Ventures is no exception. The menu links are always in the sweet spot of the user's visual path, making it easy to find and navigate.

White Space

Dense use of text and images can be difficult to read, eroding your marketing message and decreasing customer experience. White space, the neutral areas between the text and images, makes it easier for users to read. With a brand reputation as a sleek, trendy technology provider, Apple needed to make its website match its status. It uses significant amounts of white space to accomplish this effect. The inclusion of high-resolution graphics makes the white space seem crisp, resulting in a website that appears sharp and chic.


A static site on a mobile device is a waste. Starbucks understands this and knows that its business and customers are fast-moving and dynamic. Heavily indexed, its site is easy-to-navigate and visually appealing. Most importantly, it is fully integrated into today's mobile society. Its app is linked to the website. The menu is available. The website allows users to order and pay for their items so that they only need to pick it up. The website is responsive, adapting in size and functionality, depending on the device being used. It works equally well on a desktop computer or the small screen of a smartphone.

Call to Action

At their heart, websites are persuasive messages. They want the reader to do something, even if it is just to continue reading. As a persuasive tool, every site should be actionable. Direct marketing leader Amway has its company site, a blog and a wide range of social media pages. Each of these sites highlight a particular aspect of the company's marketing message, but they all have one thing in common: a call to action.

The company site has links in the visual space of the reader, telling them to start a business, buy a product or learn more. Each of these is a subconscious command that drives readers to one of the company's three main marketing points.


A company's brand is its most important asset. London and Partners, an event site for the largest city in Europe, makes sure to have its branded images on every page of its site. This helps brand recognition as the responsive website is indexed on search engines.

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