I’m on a mission to rescue websites from the purgatory of bad design, or what I call the disease of ‘Good Enough.’
As an experienced website designer and internet marketer, my pet peeve is a website design that is ‘good enough.’ You might put my concern aside as sour grapes or elitism, but the ‘Good Enough’ trend is growing, and you should be aware of the drawbacks and limitations of settling for ‘good enough.’ Our contention is settling for ‘good enough’ results in lost business.
Let’s start with my meaning of ‘good enough’ in website design.
‘Good enough’ website design refers to a mindset where web designers and creators settle for the minimum acceptable standard in their website’s aesthetics, functionality, and user experience. It is a mindset that prioritizes convenience and expedience over innovation and excellence. In essence, it is the belief that a website needs only to meet the basic requirements to function rather than strive for excellence in design and user satisfaction.
Criteria for good website design.
Good website design is more than just a pretty picture. Review details about when a website redesign is needed to see how good website design goes beyond showcasing your experience and expertise.
1) The most important reason is if the site is working or not working for its intended purpose
2) outdated website design and content messaging
3) Poor or decreasing conversions
4) Poor user experience. Can visitors need help finding what they want quickly and easily?
5) The site doesn’t appear in searches
6) Changing products or services along with a new target audience
Foremost in the criteria for good design is the answer to the question: does your website design address company solutions to target market needs? Grant you that solutions to consumer needs are a marketing strategy but that strategy is carried through with engaging design and copy. Strategy based engagement turns visitors into customers.
Website design templates, while undoubtedly convenient, can inadvertently lead to complacency among designers. When individuals have access to pre-made templates that require minimal effort to implement, there is a natural tendency to take shortcuts and neglect the creative aspects of design. Designers may rely on the templates’ pre-determined layouts, color schemes, and features, resulting in a lack of originality and creativity. This complacency can stifle the designer’s motivation to think outside the box and create unique and engaging website experiences.
The ‘good enough’ dilemma goes beyond website design to include all published content. Publish or perish used to be a driving mantra for university professors; now, the volume of content internet marketers need to publish is critical to standing out. Along with the content volume needed is the speed of producing that content.
In the age of AI for writing content and website design templates, producing large volumes of content has become easier. Unfortunately, the quality of marketing content and website design could be better. Because everyone uses the same resources, there is little to differentiate one company from another.
Negative consequences of ‘good enough’ website design and content. Beyond differentiation, here are more drawbacks and limitations of settling for ‘good enough’:
On the whole, 21st-century consumers are a sophisticated bunch. Today’s consumers expect more of everything. When I see poor digital content and website design, I wonder what was on that marketer’s mind.
Mediocrity: ‘Good enough’ designs and written content often need more spark that distinguishes a company from its competition. Poor design and content fail to capture visitors’ attention and may be quickly forgotten in the sea of similarity.
User Engagement: Websites that settle for ‘good enough’ may struggle to engage users effectively. Typical outcomes are high bounce rates, low user retention, and decreased user satisfaction.
Brand Identity: A ‘good enough’ website may not effectively convey a brand or business’s unique identity and values. A lack of a unique identity can hinder brand recognition and customer loyalty.
SEO Impact: Search engines prioritize user experience, and ‘good enough’ websites may need to perform better in SEO. Poor user experience can result in lower search engine rankings and reduced visibility.
Missed Opportunities: By not pushing the boundaries of design and functionality, website and content creators miss out on opportunities for innovation and differentiation in their respective industries.
Applying the EEAT criteria to all content we publish will elevate the value of our marketing content. For those unfamiliar with the EEAT acronym, it stands for experience, expertise, authority, and trust. The EEAT criteria should be foremost in all content including website design.
In summary, settling for ‘good enough’ in website design and content creation can lead to many negative consequences, from uninspired user experiences to missed opportunities for growth and recognition. Designers and businesses must recognize the limitations of settling for ‘good enough’ and strive for excellence in creating an impactful online presence.
Please note that our criticism of ‘good enough’ does not condemn using website design templates or AI. Both digital tools offer time-saving benefits. An experienced website designer uses the template like an artist uses a canvas. The template provides the site structure to apply hundreds of design elements.
Similarly, for content writing, AI is like a search engine on steroids, offering a broad swath of research in seconds. Our post, From Doubt to Delight: AI for Creatives, describes the creative benefits of using AI.
When using any digital tool, you must maintain your unique creativity to accomplish marketing strategies. Otherwise, digital tools can result in a ‘good enough’ website design reflecting the old computer adage ‘garbage in and garbage out.’
‘Team’ Imagine, Inc. will not settle for less-than-quality website design and marketing content to build brands. Our vocabulary does not include ‘good enough.’ We build websites that get found because of our search optimization expertise. Our customer-centric website design and content turns visitors into customers.
Call 954-257-7066 to explore how Imagine, Inc. can provide meaningful internet marketing content support and website design solutions to enhance your digital presence and engagement strategies.