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Design sets the tone of a site.
The structure, the layout and how information is presented are important considerations. We are usability experts.

The designer who emphasizes that your site be “unique;” who seeks to use images to “evoke emotion;” who wants your pages to be “open and fresh” is not right for a business that lives or dies by online leads and sales.

The designer who talks about “drawing the eye to offers;” who wants to leverage “prime screen real estate;” and for whom landing pages are not an after thought is a keeper.

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Client's Opinions

A Client can ruin perfectly good site designs by insisting on adding content that looks like it's from someone who first discovered fonts, styles, sizes, bolding, colors, you name it. There is no way offer a tactful way of telling them to STOP.

Creating a mobile-friendly version of a company site

You need to ask: "What do people using our site on a mobile device want to do?"

More often than not (especially for a B2B site) the answer will not be different than what they want to do on a desktop. So why offer a limited menu when people want the full menu? I feel that few things are more frustrating that going to a company's site on my phone, getting a mobile site, not finding what I want, and then trying to navigate the full site in that tiny space. If I'm going to have to navigate a full site on my mobile device, don't make me have to through an intermediate step.

On the other hand, if the answer is that there are some very key things users want while away from their desktops, then a mobile site will take your far. Have you asked your users? If not, that is the first step. Find out what 5 things they want to do specifically on mobile devices. Then build the site around them.

In my opinion, in cases where there is not a compelling need for a mobile site, money and resources would be better spent on usability testing (and fixing problems that are found) or content strategy (and making changes accordingly), or waiting a little longer until responsive design can be implemented. You don't have to redo a design for it to be responsive, but the site does have to be thought through in a new way and recoded accordingly.