During lead research, we came across many websites and types of companies. In most cases, we have no idea what those companies do by looking at their website.
A trained eye can spot a digital agency in a few seconds, but for an average person it’s impossible.
Here are some frustrations we face with most web design.
Design problems
- Stock photos of random happy people working together, a business meeting, or a person using a computer.
- A carousel gallery (without visible controls).
- Plenty of animations, fade-ins, swirling, and moving.
- A premium design that pops.
- More images of happy busy people.
- A hero image that doesn’t have anything to do with the product (except that it makes people smile for some reason).
- A different header and footer on each page, with unique navigation, and a logo on the right.
- Blue color and underline for elements that aren’t links.
- Hijacking scroll bar so a visitor has no idea how the site functions.
- Font colors that blend with the surroundings. If you’re trying to decide if it’s legible, you already have the answer.
- Innovative and creative design instead of recognizable layouts that everyone uses.
- Every inch of space is squeezed and put to use. The opposite problem — too much negative space — is yet to be spotted.
- More pretty pictures.
- Skipped usability testing in favor of polishing that ease-in animation and nailing the CSS gradient.
- Design so minimal, we’re not sure what the website’s for.
Structural problems
- A long form that needs more than just the person’s email.
- Two or more columns of information which compete for attention.
- Splash page, auto-playing video, or background music.
- Forcing the Contact Us form instead of giving an email and a contact person.
- Not sure where to click next (but it looks nice). I wonder what does this button do… or where this link leads…
- Too much stuff on the landing page (about us, portfolio, news, tweets, features, promotions, affiliates, recent blog - posts).
- Multiple calls to action. Should I sign up, read more, contact you, apply for a special promotion, download the app..?
- No screenshot of the product, ANYWHERE.
Copy problems
- We’re awesome (the most innovative company, an industry leader, focus on quality above all…).
- Me. Me. Me. Me. Might have to do with you … no, it’s about me. Me again.
- Weak words (believe, think, find, aim, strive…).
- Industry jargon that an average business owner (a.k.a. the potential client) doesn’t understand.
- It doesn’t say anywhere what the company does, but it lists plenty of reasons why it’s awesome.
- Too much fluff text, ignoring the hunter mentality of a web user.
- Using text to communicate information instead of showing it.
- Super-cheerful copy that sells the benefits without telling you the features.
- Clever copy that aims to entertain rather than provide useful info.
- Why use “Contact Us” when you can be creative and write “Reach Out” or “Connect”.
- Mission and vision statement dress up: having a unique mission statement even though you do the same work as a million of others.
