A truly effective website, an absolutely essential element of any modern business with at-all serious expectations, is one which is tailored not only to the audience one is trying to capture, but to the individual user. There must be elements which address the individual, the prospective client, and hold his or her interest. There must be a wealth of easily accessible information spanning a variety of topics, all that a user would need to know to form a preliminary opinion of your business and its potential use to them. Finally, the site’s aesthetics must catch the eye. The viewing experience should be simple and direct while not maintaining a strong and unique sense of style, perhaps through the use of vibrant colors or creative graphics. However, maintaining a website’s aesthetic integrity has become significantly more difficult as of late due to the rise of platforms like phones and tablets as popular web browsers. When it is transposed to an alternate platform, a website designed for computer viewing may have its formatting distorted or become exceedingly difficult to use. However, there’s a way to avoid such an eventuality: the utilization of “responsive web design,” or Responsive Web Design.