Since websites act as bridges between businesses and their audiences, the way they look and work can attract or deter visitors. An ugly duckling website could make people run for the hills, wanting to embrace your competition. Beautiful swan websites, on the other hand, draw the attention of your visitors and maintain them engaged throughout their visits. But what exactly sets these two categories apart? Read on to find out!
Last Century Designs vs. Latest Web Design Trends
Touted by some as the ugliest and weirdest website, Lingscars is a great example of what would happen if the team designing your site got stuck in the early ‘00s. The first instinct of anyone visiting this website is to close the browser, simply because this suffers from every possible web design sin. It bombards visitors with information, it’s difficult to navigate and causes a lot of frustration.
In this particular context, beautiful swan websites take a minimalistic approach that still provides users with all of the information they could need. Awwwards, a website competition body, features many examples of how design, creativity and innovation can be at home on the internet.
Frustrating User Experiences vs. Easy to Use Layouts
A good user experience (UX) typically means that the website content not only provides a complete experience, but also is where visitors expect it to be. Brands can’t expect visitors to navigate properly if the menu is only visible after hovering with the mouse or tapping the bottom right corner. Or to finish placing an order on an eCommerce website if product filters aren’t available.
As you’d expect, beautiful swan websites feature unobtrusive, yet always-available navigation options, and are built with the visitor in mind. Brainstorming the path and all of the steps a visitors might want to take to become a customer are mandatory before designing the website.
Lack of Engagement vs. Enhanced User Engagement Options
Since engagement is a form of feedback and user opinions are becoming more and more important in product and service development, minding this aspect is essential. Ugly duckling websites don’t provide any engagement options and can feel like incomplete experiences.
At the opposite end are beautiful swan websites with comment sections that can be used with social media accounts, conveniently-placed social sharing buttons and other content voting options.
Outrageous Color Combinations vs. The Less Is More Approach
This may differ from one culture to another, as some people like strident colors in combinations that compete against rainbows. In the opposite corner are websites featuring carefully chosen palettes that provide enough contrast without straining people’s eyes.
For examples of beautiful website color palettes, check out this Crazy Egg blog post. The right colors aren’t only pleasant, but can also increase engagement, as evidenced there. If you stumble upon a color you think would work on your website, but don’t know the color code, there are plenty of browser extensions that can help you with that.
Headache-Inducing Content vs. Unobtrusive Design Elements
Blocks of texts and never ending visual elements are equally bad and can push your visitors away before even getting to your call-to-action. Modern websites are well-structured and provide a change of pace by alternating text with multimedia content. Including headings and Schema markup can make websites friendlier not only to human visitors, but also to search engines. After all, it’s also important to rank high on search engine result pages, and structure is an important criterion. Besides, headings help visitors scan your content faster and give them an idea of what to expect next.
Unresponsive vs. Responsive Design
Building a website that will load quickly regardless of device or screen size boosts your business’s SEO hugely. Since Google’s goal is to “help our users find even more pages that are relevant and mobile-friendly, starting from May 2016, the “one site-multiple devices” phrase counts higher than before. Responsive design is the key to standing out from the crowd and have a positive impact on your conversion rates.
We Are Social and Hootsuite revealed in the Digital in 2017 Global Overview report that there are 3.77 Billion active internet users and 3.44 Billion active mobile internet users. The latter number also includes social media and online app users, so it doesn’t only refer to Web browsing. And yet, that’s a staggering number that means that brands have no excuse not to have a responsive website in 2017.
In fewer words, website responsiveness can make the difference between a gained customer and a one-time visitor.
What Sets an Ugly Duckling Website Apart from Beautiful Swan Websites?
In short, the team developing them. No matter if you’re just getting started with your business or are going through a rebranding process, having a team of knowledgeable people along the way will mean a lot in the long run. That includes UX/UI designers, Web developers and content creators who are in touch with the latest trends and are able to turn internet browsing into memorable experiences. WinGravity is that team! To convince yourself, let’s schedule a call.
Meanwhile, if you’ve found value in this comparison between ugly duckling websites and beautiful swan websites, don’t hesitate to share this blog post on your social media accounts!