Don't Trust Web Designers' Choices!
March 23, 2025
Summary: Web designers prioritize trends over conversion, often harming a site's effectiveness. Success depends on testing, not aesthetics—conversion matters more than beauty.
In the world of web design, beauty is often prioritized over functionality. Most web designers adhere to aesthetic standards that have little to do with the actual purpose of a website: conversion. Whether the goal is to get votes, land a job, find a spouse, share creative content, or sell products and services, the primary measure of a website's success is its ability to convert—not how “modern” or “trendy” it looks.
The Misguided Priorities of Web Designers
Web designers tend to operate in a bubble that resembles the fashion industry more than the world of commerce. They obsess over current design trends, creating websites that win awards from their peers but fail in the real world. These designers rarely ask the two most important questions:
- What is the website’s goal?
- Who is the target audience?
Instead of crafting websites that drive conversions, they focus on what other web designers admire, following trends that often hinder rather than help business objectives. The best website isn’t the most visually stunning—it’s the one that achieves its goal most effectively.
The “Art Gallery” Mentality
Many web designers apply principles of artistic beauty to websites as if they were paintings meant to be framed and admired in a gallery. They are the ones who award 'Best Websites of the Year' based on their own arbitrary aesthetic criteria rather than the actual effectiveness of the sites. The reality is that the best website of the year should be the one that converts the most, not the one that looks the most stylish.
There Are No Universal Rules—Test, Test, Test!
We were tempted to list some “Modern Trends That Harm Conversion Rates,” but then we realized that universal rules in web design are very, very few. What works brilliantly in one scenario might be disastrous in another. The golden rule should always be: test, test, test!
For instance, an ugly website can often convert better than a sleek, modern one simply because it looks more authentic or trustworthy to its audience. A cluttered page that seems overwhelming at first glance might actually be more effective for an e-commerce site if it presents multiple purchase options immediately. Conversely, a beautifully minimalist site might struggle to convert because users can't easily find key information. Even something as simple as the color of a button can dramatically impact conversions—but the right color depends entirely on context and audience behavior.
What Should Be Done Instead?
Instead of blindly following design trends, web designers should prioritize usability and conversion optimization. This means:
- Conducting A/B testing to see what actually works.
- Ensuring that important elements (like calls to action) stand out clearly.
- Designing with the specific audience in mind, not just for design peers.
- Prioritizing speed, clarity, and ease of use over artistic flourishes.
A website is a tool, not an art project. Business owners and individuals looking to create an effective online presence should not trust web designers to make choices solely based on aesthetics. Instead, they should focus on strategies that drive real-world results. Because at the end of the day, a website that doesn’t convert is a website that fails—no matter how “beautiful” it may be.
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