Building Mobile-Ready Content and Layout

Building Mobile-Ready Content and Layout

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As the mobile Web has grown in importance, so too have the challenges facing developers who have to create pages that work across multiple screen sizes. In this post, I’m going to outline some simple tips to follow when creating Web pages that will make the process of optimizing them for different form factors using responsive layout much easier. Specifically, these are:

  • Focus on creating semantic markup – use CSS and JavaScript for appearance and behavior
  • Avoid embedding inline styles and JavaScript in your page – use external styles and scripts
  • Create media queries to apply styles based upon the form factor of the device display
  • Use CSS properties such as “display” to create layouts that work well across devices
  • Avoid embedding images directly in the page in cases where the page will be used across platform – use CSS to specify background images

Same Markup, Different Form Factors, Tailored Experience

Let’s begin by taking a look at a sample Web page that is laid out for both desktop-sized screens and mobile device screens:


Typical feedback form, laid out for desktop screen size


Same form, laid out for mobile device screens

The same Web page with the same content and markup is displayed differently for each of the form factors. How is this possible? First, let’s examine the content of the document’s <body> section:

    <div class="container">
        <h1>Responsive Comment Form</h1>
        <p>Please fill out the following form to send us your comments.</p>
        <div class="content">
        <form action="" method="get">
                <legend>Personal Information</legend>
                <p><label for="firstname">First Name:</label> <input id="firstname" type="text"></p>
                <p><label for="lastname">Last Name:</label> <input id="lastname" type="text"></p>
                <p><label for="emailaddr">Email:</label> <input id="emailaddr" type="email"></p>
                <p><label id="comments" for="commentfield">Comments:</label> <textarea id="commentfield" rows="5"></textarea></p>
                <p id="submitform"><input type="submit" value="Submit"> <input type="reset" value="Reset"></p>
        <ul class="footer">
            <li>We're always looking for <a href="#">bugs, feedback and suggestions!</a></li>
            <li>© 2010-2011 Microsoft Corporation.</li>

Semantic Markup

Notice that the code consists entirely of semantic markup – markup that simply defines the elements of the page according to their semantic meaning without any regard to physical appearance. In fact, there’s nothing in the code here that has anything to do with the appearance of the page. The width of the form fields, their alignment, the background images on the desktop version, etc. are all specified in style sheets and separated from the main content of the page – no inline styles or script handlers. This makes it much easier to tailor the layout to a given form factor by applying different styles to the page elements using media queries.

Using Media Queries

Speaking of tailored layout, the way to apply different styles to a page based on attributes such as width is to use CSS Media Queries. The way I’ve defined the <style> tags in this example is:

<style type="text/css" media="screen and (min-width: 481px)">
// Style definitions here for large screens

<style type="text/css" media="screen and (max-width: 480px)">
// Style definitions here for smaller screens

Essentially, Media Queries allow you to selectively apply styles based upon certain characteristics of the display device. In this particular case, my media attribute specifies that the style should be applied to screen devices of certain widths: one for screens that are 481 pixels wide and larger (min-width:481px), the other to screens that are up to 480 pixels wide (max-width:480px).

Why use a boundary of 480px? That happens to be a pretty good width to use for a large number of phones and covers the cases of both portrait and landscape too. For example, when Windows Phone is in portrait mode and the Viewport tag is set to “width=device-width”, the screen width is 320px, just like it is for iPhone and Android. When the phone is rotated to landscape, then the same page with the same Viewport setting is 480px wide.

Tweaking the Styles

Inside each style definition are the style rules that govern how the page elements look. In particular, I’ve used certain style definitions to achieve changes in how some of the page elements are not only rendered but how they are laid out for each form factor.

For example, notice how the desktop layout has background images applied, the form element labels are positioned to the right of their respective input fields and are aligned on their right edges, the input fields all have equal widths, and the Submit and Reset buttons are lined up with the left edge of the input fields.

Specifying the Background Images

On the mobile layout, there’s no background images, the form labels are on top of their input fields and aligned to the left, the input fields all have a more narrow width, and the Submit and Reset buttons are left-aligned to the page.

These differences are all due to the style definitions. For the desktop layout, the html and body tags are styled as:

        html { background: transparent url('webx-bkg.png') repeat-x; margin: 0; padding: 0; }
        body { font-family: "Segoe UI", Tahoma, Helvetica, Arial, sans-serif;
            margin: 0; padding: 0; line-height: 150%;
            background: transparent url('webx-content-bkg.jpg') no-repeat center top;
            border: 0; outline: 0; font-size: 100%; vertical-align: baseline; color: #434343; }

This technique places the inclusion of images in the style sheet rather than specifying them directly in the markup. It’s used here for the background images, but you can do the same thing elsewhere in your content by using a <div> tag and specifying a background image for it instead of using an <img> element. This allows you to easily specify different size images for different form factors.

For the mobile layout, there’s no style for the html tag, and the style for the body tag is:

        body { font-family: "Segoe WP", sans-serif; margin: 0; padding: 0; line-height: 120%;
            background: white; border: 0; outline: 0; font-size: 100%;
            vertical-align: baseline; color: black; }

Here, there’s no background image and the text is styled slightly differently to give it a more natural look on Windows Phone if Segoe WP is available (otherwise it falls back to basic sans-serif).

Customizing the Form Layout

For the form elements, changing how the labels are sized and aligned along with the input elements is also straightforward. For the desktop, these styles are defined as:

       label { width: 120px; text-align: right; display: inline-block}
       input[type=text], input[type=email],textarea { width: 350px; }
       legend { font-weight: bold; margin-left:2pt;}
       #comments { vertical-align:top }
       #submitform {margin-left: 124px;}

The input fields are styled to have the same width, while the comments label is vertically aligned to the top of its associated <textarea>. The Submit and Reset buttons are wrapped in a <p> tag that is given a margin-left that indents the buttons to be aligned with the input fields. The form labels are styled to display as inline-block, which allows them to have a width and height while appearing on the same line as each input field.

For the mobile layout, the form elements are styled a bit differently:

        input[type=text], input[type=email], textarea { width: 250px; }
        fieldset { border: 0px; }
        label { width: auto; text-align: left; display: block}

Here, the input types are a bit more narrow, and the border around the <fieldset> is removed to give the page a cleaner look on the smaller screen. The labels are styled to align to the left and display as block elements, which places them above their input fields and optimizes the layout for vertical scrolling. This also prevents the labels from being edged out of the screen when the associated input field has the focus and is “zoomed in” on the mobile browser.


Creating Web pages that work well on various form factors isn’t necessarily hard, it just takes some forethought and planning. By following the guidelines I’ve outlined here, you can start to see how Web pages can be made to work well across form factors through a combination of clean semantic markup, and style sheets that are tailored to the display capabilities and characteristics of the target device.

Happy Coding!

Joe Marini
Principal Program Manager, Internet Explorer Windows Phone

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  • Media Queries don't work in IE7 on the original Windows Phone. There was a blog post a while back (I think it was on our old blog) where we showed how to combine Conditional Comments with media queries to handle both IE9 on Mango and the older IE7 on Windows Phone.

  • Brien
    9 Posts

    Joe and Thomas, I appreciate your comments. Thanks to Thomas' suggestion, I added the  viewport meta tag and that fixed the problem in the Mango emulator. Unfortunately, the page now fails on my pre-Mango phone. That browser does not seem to find either style sheet, probably because it cannot handle the HTML5 code.

    I guess at some point you decide whether to give up on older browsers. Do you try to develop for everyone or do the best you can for a modern browser?

  • Brien - seems to be working for me in my emulator and my Mango phone. Not sure what problem you are seeing.

  • Never mind, I figured it out. I needed the meta viewport tag.

  • I'm having the same problem as Brien: media queries aren't seeming to work for the Emulator, Beta 2. is this just an emulator issue?

  • Brien
    9 Posts

    Joe, Thanks for this post and for supporting those of us working in HTML/CSS and perhaps not app dev (yet). But I'm having trouble with your suggested CSS Media Queries on mobile.

    If I open my sample page in IE 9 or FF 5 for Windows, the physical appearance of the content changes as expected as I drag the window narrower and wider.

    When I open the page on WP7, in the Mango Emulator (Beta 2) or on a fruity phone, the style sheet for narrow screens is not called. Is this code in fact a good sensor of mobile device screens? Or is it the beta status of the emulator and the whacky nature of Safari that is getting in my way?

    My test page:

    I'd also love to hear if the CSS media queries work on an actual Mango device.


  • naoufal
    3 Posts


    First of all i congratulate your works, but I have a question didn't have any relationship about your post but it's about multitasking.

    How to kill an application in the multitasking screen?

    And about the UX did you think to restyle Tiles and hubs with a more glass like the one prototype circulating on the web " windows-phone-sony-ericsson/4060 " that keeps the foundation of the metro but with this design approach that I find pretty much i think that will please a lot of people around the world, can you have any idea about that


  • Great piece here. Linked here:

  • Brien - thanks, I'll make the edits. I think you'll find the Beta 2 emulator to be better; IE in the first beta was a bit of an older build. Please let us know what you think.

  • Brien
    9 Posts

    In the tweaking section, "to the right of their respective input fields" should read "to the left of ..." and in the background images section, "there's no background images" should read "there are no background images ..."

    I'm installing Beta 2 of the phone SDK right now and hoping IE in emulator does better. On a non-Mango phone I have proportional resizing of img by max-width: 100% but in the Beta 1 emulator, IE was distorting the same images by making them narrower but not shorter. Same problem I see on iPhones. I hope it's just an emulator problem and not a Mango problem.

  • Thanks Shubhan.

    Thom - no, the "Desktop Mode" setting just controls how IE *identifies* itself to Web sites. You can have IE tell sites that you visit that it's a mobile browser (which is the default setting), in which case the site (hopefully!) returns mobile-optimized content, but some sites don't recognize IE Mobile and might return old-style WAP content. We give you the ability to change this setting so that if you run into a site that doesn't recognize IE Mobile as a mobile browser, you can tell the site that you're using a desktop browser, in which case it should send you desktop-styled content.

  • Thom
    31 Posts

    Does this mean if I have my smartphone's browser to Desktop Mode (rather than Mobile mode) it will still display the small version?

  • A good informative article on creating mobile web content.

    Thanks Joe.