Why You Shouldn’t Ask to See the Websites We’ve Built!
March 22, 2025
Summary: Each website is designed for a specific goal and target audience, so past projects may not be relevant to a new client's needs. Judging web design based on appearance alone—without considering purpose and users—leads to misleading conclusions.
When evaluating a web designer or agency, many potential clients ask, “Can I see some of the websites you’ve made?” While this might seem like a reasonable request, it often leads to misleading conclusions. The appearance and content of a website should always be judged based on two key factors:
1. The goal of the website – Every website is created with a specific purpose, whether it’s to generate ad revenue, sell products, provide information, or build a community.
2. The target audience – Design choices should be tailored to the users who will visit the site, considering their demographics, preferences, and usability needs.
A design that works perfectly for one business or audience may be completely inappropriate for another. Let’s look at two examples that illustrate this misunderstanding.
Example 1: “Too Many Ads”
A potential client once criticized one of our past projects, saying, “That website has way too much advertising.” What they didn’t realize was that the sole purpose of that website was to generate revenue through ads. Its success depended on maximizing ad impressions and clicks.
How could we politely explain to this client that an ad-heavy site was not a relevant comparison for their e-commerce store? Simple: the objective of an ad-driven site is completely different from that of a retail business, where the focus should be on product visibility, user experience, and conversions. Comparing the two would be like criticizing a billboard for having too many ads while expecting it to function like a magazine.
Example 2: “Outdated Design”
A client looking to build a fashion website for young people ridicules one of our past projects, saying:
- “The fonts are way too big.”
- “The pages are too simple.”
- “The layout looks like it’s from 20 years ago.”
All of these observations were correct—but they completely missed the point. That website was designed for older adults, possibly struggling with vision impairments or cognitive decline. The large fonts, simple navigation, and familiar layout were all intentional choices to improve usability for a senior audience.
Would a youth-oriented fashion brand need such design choices? Absolutely not. But just because a site looks different from what you personally prefer doesn’t mean it’s poorly designed—it means it was built for a different audience with different needs.
The Problem: Even “Experts” Get It Wrong
This lack of understanding isn’t limited to clients. Many so-called “expert” web designers on YouTube critique sites based solely on current design trends, ignoring their purpose and audience. Some even rush through dozens of portfolios in minutes, making snap judgments on who’s “good” or “bad” based purely on aesthetics.
If these people are also designing websites based on such superficial evaluations, that’s a serious problem. Good design isn’t just about looking modern or trendy—it’s about serving a specific purpose for a specific group of users.
Wrapping Up — Sorry for Being So Blunt!
So, why shouldn’t you ask to see our past websites? Because each one was designed for a unique goal and audience, and what worked for them may not be relevant to your project. Instead of judging based on unrelated examples, let's focus on your needs and your audience to create something that works for you.
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