DON’T GET STUCK ON “PRETTY”
We like pretty things.
Pretty mugs? They make coffee taste better. Pretty planners? Our year will definitely go better with one of those. Pretty greeting cards? Yes, please!
But we don’t like pretty websites.
And it’s not because they aren’t nice to look at. They are! Visually, some websites are just stunning.
But then you try to find what you’re looking for, and that’s where it starts going wrong. The fonts aren’t legible, the colors don’t have enough contrast, none of the navigation is where you think it should be, and pretty soon you give up. Just like that, a company [that’s probably awesome] has lost business — all because their website is more pretty than functional.
So if you only take away one thing from us today, let it be this: don’t get stuck on “pretty.”
Think about your product or service. Even if you are selling mugs, planners, or greeting cards, the goal isn’t simply to create something nice to look at. The goal is to solve a problem, meet a need, and, frankly, to make money.
Your website should work the same way.
A website that prioritizes style over usability actively gets in your way. If visitors can’t quickly understand what you offer, how it helps them, or what to do next, it doesn’t matter how pretty the design is. It’s not doing its job.
Your website should be:
Clear
Intuitive
Trustworthy
So what does that actually mean in practice?
First, here’s what it doesn’t mean: It doesn’t mean boring, and it definitely doesn’t mean ugly.
But it does mean that every design decision has a purpose, and that there is a balance between form and function.
A well-designed website makes it obvious what you do within seconds of landing on the page. It guides visitors where they need to go instead of making them guess. It uses typography that’s easy to read, colors that are accessible and clear, and layouts that feel familiar enough to make people comfortable navigating them. It’s optimized for mobile devices.
A well-designed website anticipates client questions and answers them before they’re asked:
What do you offer?
Who is this for?
Why should I trust you?
What should I do next?
When those answers are clear, people stick around. When they stick around, they engage. And when they engage, they convert.
That’s why trends should never drive your website’s design. Fanciful fonts and dramatic design choices might look impressive, but if they slow someone down or make them work harder, they’re costing you business. Every moment of friction is an opportunity for someone to click away.
The good news is that you can have a website that is both beautiful and functional. And we can help! RB Collaborative is a full-serve website design firm and can help you create a website that converts! Fill out our contact form to learn more.
