the  touchhumantouchhumantouchhuman  tech blog

Why is the web so boring?

The first rule of marketing is: don’t be boring.

So why are most websites these days so very, very boring?

Is it just me, or does every  website have the same sparse sans serif font, the same menu headers, the same link footers, the same cute line icons?

There are three good reasons why your website should  be boring . . . and one very, very bad reason.


It’s all about the content

Back in the early days of the web, sites were cluttered with  garish colors ,  flashing text  and hyperactive animations (I’ll spare you the GIFs). Ironically, the tricks developers used to draw attention to their sites had precisely the opposite effect: no one was inclined to read the words buried in all those special effects.

These days, web design is all about white backgrounds, black text and grid layouts. The less visible the design, the more visible the content. It may be boring, but it makes people more inclined to read the message you’re trying to get across.


It inspires confidence

Does your consumer website look like Snapchat, Instagram or Twitter? Does your B2B website look like Slack, LinkedIn or Dropbox? If it does, it may not be very exciting, but it will certainly inspire confidence. If it’s good enough for Facebook, Microsoft or Google, it’s good enough for you.

If, on the other hand, you website looks maybe a little quirky, maybe a little weird, maybe like nothing anyone has ever seen before, then, well, your customers might feel a little uneasy. It may be interesting, but it doesn’t reassure anyone that you’ll be able to deliver a service like the professionals.


Life’s too short

For a small business or a startup, there’s nothing more important than getting your product or service out there.

If you spend too much time making your website the most interesting, innovative ever seen, your customers will get tired of waiting and find what they want on your competitors’ websites; your business will die.

If, instead, you create a simple, sparse and, yes, boring website, and put it live right now, your customers will be able to find you. Slowly, over the coming months and years, you’ll be able to adapt your website to your customers needs because you’ll have  customers, and you’ll be able to make it more interesting because your business will survive.


You can’t be bothered to be interesting

If your website is boring because you simply didn’t apply your mind or your imagination to it, what does that tell your customers about your approach to business?

It’s OK to be a bit boring if you’re a bank, an insurance broker or an funeral director. For the rest of us, adding just a splash of interest to our websites helps convince potential customers that we’re willing to go the extra mile in our businesses.

September 26,  2018

Add a splash of interest to your  website with kookoomaps