Beware Of This Web Design Trend

Fashion. Architecture. Cars. Design is constantly evolving. Web design is no different.

Full-screen designs have been trending for a few years now. I don't mean responsive or adaptive designs that automatically re-size to the screen on which they’re being viewed. I'm referring to designs that take up all the real estate on the screen, have animation flying in from all directions, and require endless scrolling.

Those web designs are interactive and fun, which is why business owners and marketing departments desire them. And that design trend works great for restaurants and entertainment-related websites, but they’re not right for every business. Here’s why.

If everything is bold, nothing is bold. In full screen designs, everything is large and in the visitor's face. That can make it hard to call attention to the action you want your visitors to take. The best website designs make moving through the buying cycle easy and intuitive for consumers.

The average human attention span is about 8 seconds. Only 8% of your visitors know exactly what you do and are ready to take action when they visit your website. That means 92% of your site's visitors are still learning about your company and why they should choose you over the competition.

If your website features large-scale photos, lots of scrolling, and pops of animation, you’re going to lose a lot of attention to the ‘Oooh, shiny!’ syndrome. Instead, provide your web visitors with a quick snapshot of what you sell and why you're a better choice.

Screen sizes are much bigger.* More than 50% of web visitors are browsing on screen resolutions higher than 1366 pixels. The last thing you want your visitors doing is scrolling all around that large screen. We’re not suggesting to eliminate scrolling entirely, just to use it thoughtfully.

Also, ensure that the navigation takes users where they want to go quickly. A simple responsive or adaptive design will accommodate large desktop screens, as well as mobile devices. Applying containers for certain resolutions will help maintain the integrity of your design on large screens, too.

No matter which industry you're in, your company's website should allow for a seamless user experience that communicates your unique perspective and sets you apart from your competitors.

To design a website that works for your business, we recommend focusing on your target audience and how they move through the buying cycle. Start by listing the questions and concerns your audience has throughout the buying cycle, and see if your website addresses them.

*Screen sizes are also getting much smaller with just under 50% of users browsing on mobile devices. Full-screen designs work well on mobile devices, but don’t translate as effectively to large screens.

Brad Timofeev

Brad is an energetic thought leader on digital marketing.

Since joining the WebArt team in 2009, he's guided the agency's unique perspective on search engine optimization, content marketing, and other digital strategies. Book Brad for your next speaking arrangement.

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