The most gorgeously designed websites often fail miserably.
And some of the most expensive websites in the world sit around collecting dust.
When design becomes a gimmick, your customers forget why they clicked in the first place.
And when you have no plan to drive traffic to your site, it doesn’t matter how beautiful it is.
Here’s why simple websites conquer where complicated sites fail.
I want you to imagine a house, a house that contains everything you own.
…might be a pretty big house…
Might be tiny (mine’s pretty tiny).
This is a magic house, so it’s as big as it needs to be to hold all your things. Car, boat, plane, spaceship, everything.
And there’s not a bit of clutter, because you have so much room that you can spread everything out precisely how you want it.
Now imagine that, despite having all this room, you decide that you need to put every single item you own in the entryway.
After all, that’s where people first see your house, right? Wouldn’t want them to miss anything!
It’s a magic entryway, so you can make it as large as you want…
But it sure feels cramped in there, what with the boats and cars and what not.
That’s What Having a Website Is Like: the House Is Your Website, and Your Stuff Is Your Content—And You Have Plenty of Room For Everything
The internet is magic, just like this house—you have all the room you could ever need to spread your things around until the clutter is gone.
You don’t have to cram it all in one place.
And yet, people still do. They take pages and pages worth of content and slap it all on the homepage. They seem to have a secret vendetta against negative space, filling it with content at every turn.
They use as many colors and shapes and motifs and patterns as they can uncomfortably fit on one page, and then they throw in a textured background for good measure.
And their audience has no clue what to look at first.
Less Is More—The More Junk On Your Page, The More Confused Your Audience Will Be
You exist for your customers—every small business does.
Your success or failure hinges on your ability to reach them.
Your website is probably a big part of that.
If the design of your website is confusing, if there’s too much madness going on, if all your content is crammed together, they won’t know what to do first.
And unless they are strongly compelled to get a hold of you, they’ll just leave.
The internet isn’t what it was in the 90’s—people have no patience for websites that are confusing. If they can’t figure out how to do what they need to do because the website is poorly designed…
They’ll click the back button, and they’ll try the next result on the search engine results page.
You literally have about 10 seconds to get their attention.
If you don’t have it by then, kiss that visitor (and that possible sale) goodbye.