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Responsive web design Adaptability & performance

Beautifully crafted websites, which perform reliably whatever digital device is used.

Responsive web design adapts and responds to the needs of individual visitors and the digital device they are using. 

Web devices include phones, tablets, desktop computers, laptops, smart TVs, games consoles and wearable tech – screen sizes that are constantly changing. Our responsive web development approach is one of the non-negotiable standards Optima works to. We enjoy the flexibility it provides us as designers to explore device-specific, user experiences whilst maintaining a consistent vision and foundation. We build responsive ExpressionEngine, WordPress, and Shopify websites using fluid grids, flexible images, and media queries. These practices ensure our web pages reconfigure on demand, adapting beautifully to different screen sizes and technology. We consider how load times will differ across devices and optimise the experience and accessibility for all website visitors.

World Heart Federation website being displayed on a desktop, tablet device and a mobile phone

Globally, over 59% of all website traffic is from a mobile device (not including tablet) and this percentage continues to grow. So it’s increasingly important to take a mobile-first approach on website projects, especially for B2C markets. But this is not the full picture – we draw data from analytics that tell us the proportion of current website visitors using different digital devices and help assess which platform to focus the most design consideration to. For B2B it may be that desktop and laptop devices still represent the majority of visits. However, we believe in delivering truly responsive website design to ensure the longevity of the websites we build.

World Heart Federation website shown on mobile devices

Having a responsive, fast-loading website is also important for SEO, especially on mobile, with performance and user experience being key ranking factors in Google’s mobile-first indexing, for example. Optima spend a lot of time with Google’s Pagespeed Insights performance testing tool checking our client’s page speed scores and identifying where improvements can be made during both the initial build of your new website and ongoing as the metrics change within Pagespeed Insights. 

Can we help you deliver a more robust website experience?

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Our Approach
1. Strategy

Optima work closely with clients to develop a shared understanding of their business objectives and user needs. We listen, absorb and reflect on what you tell us. We ask lots of questions and challenge preconceptions, and we will always bring new possibilities and ideas to the table based on our experience and skills.
2. Scoping and specification

Optima undertake research that, depending on your needs, may include UX workshops with different stakeholders and users, a review of analytics and competitor analysis. During this phase, all the resources and requirements needed to build the website are detailed and aligned with user and business strategies and objectives.
3. Site structure

Optima then design a website structure defining how users will interact with the website and how the system will respond to these interactions. We create a detailed sitemap determining how the website is organised, and information is prioritised. An SEO audit, strategy, and consideration of the customer journey through different digital touch points underpin this process.
4. Wireframing

Optima creates ‘skeleton’ page plans for each website that show the arrangement of elements and content on different devices. These plans are essential to understanding site navigation, the responsive grid and the priorities of different content. We refer to these skeleton plans as ‘wireframes’ as they demonstrate the website architecture underlying the visual design.
5. Website design concepts

Building on the previous steps, Optima design stunning websites which develop a distinctive online brand presence for your brand. We ensure the design treatment fits your website and business objectives and reflect your brand vision and values. We consider specific design elements and how they contribute to user experience and create memorable associations with your brand.
6. Website development and build

Optima build robust websites on a variety of content management systems. We build page templates and stylesheets to current web standards and mobile responsive technologies and deliver pixel-perfect web pages. We have built hundreds of responsive websites using HTML5/CSS3 and are experienced in delivering websites to W3C’s Web Content Accessibility Guidelines 2.1.
7. Testing

Optima complete a high level of testing before websites are deployed. Our code is rigorously tested across the main browsers and devices, and any bugs are addressed. We also test website functionality, such as forms and data capture and do a final proofread, ensuring no placeholder content is visible before it is presented to the world.
8. Website launch

Optima coordinates website launches in collaboration with client teams to ensure a smooth and timely transition. Pre-launch, we confirm we have the necessary details to deploy the website to a client’s server or in the server space we provide from our trusted UK providers. We are proud of the websites we launch, and each go-live is celebrated by ringing a bell in the office!
9. Website maintenance

Optima continue to monitor and tweak the performance of newly launched websites to ensure they are working effectively. Beyond this, we offer a range of maintenance packages which enable us to continue to update the site and monitor site health as it develops and grows alongside digital technologies.
10. Website promotion

Optima can assist with promoting your website to ensure it is discoverable and remains visible to your audiences. We offer various digital marketing services to support this, including SEO, pay-per-click, digital advertising, content marketing and email marketing.

Take a look at some of our website projects:


International Agency for the Prevention of Blindness

Advancing global action for eye health

Mobile website for World Heart Federation example

World Heart Federation

Helping heart health stay at the forefront of the global agenda

Example of Coveris desktop website


A website reflecting Coveris as packaging innovators


Amberley Labels

A website with the wow-factor for premium labelling company

Small Steps Big Changes homepage on desktop

Small Steps Big Changes

SSBC website helps parents of young children in Nottingham

East Anglian Air Ambulance mobile website example

East Anglian Air Ambulance

‘On a mission’ for air ambulance charity

Laptop showing the Promote Lincolnshire website

Promote Lincolnshire

Proudly promoting Lincolnshire to the world


King & Co

Making it easier to find a new home in Lincoln

Can we help you create a dynamic digital project?

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