Google gives a higher ranking to RWD websites and there are a number of other advantages as well. Because there is only one website to maintain, it saves money. A modification to the site, publishing new content or any updates to the existing design need to only be done once and it will take effect across all available platforms without the need to modify several versions of the same site. Needing to view only one site is also the reason RWD helps your SEO efforts. Response design websites maintain the same order for pages and services regardless of the size of the screen from which they are viewed. It’s more efficient for the web crawler to do its job on a single site, as opposed to more than one version of that same site. The extra SEM features that were added during the creation of the site are transmitted to the mobile visitors and is another reason it does better in the organic search results. By proper planning for a well-designed RWD site, especially when using the mobile-first approach, the result is a cleaner, and therefore quicker performing code on mobile and stationary devices.
A well designed, adaptive website is what will draw the customer in and keep them on your site. How many times have you tried to make a purchase from a website advertising bargain pricing only to run into a glitch that prevented you from completing the purchase? It could be a perfectly good cc# not going through, the next page button not working or a discrepancy between when you viewed the site on your computer and then tried to make a purchase from your phone. The items that were prominently featured on the desktop version of the site didn’t load on the mobile version. There is also the problem when the mobile font is so small that it’s unreadable, making the site useless. With a response design website these are problems of the past, the underlying structure of this type of web design makes these type of problems obsolete (well, the cc# issue might persist, but it won’t be because of the site’s design!)