A Simple, Clean, Modern Website

Something that tickled me in my web design days was people coming to me wanting a “simple, clean, modern” website. Oh, goodness. It sounds easy on the surface, but more often than not, this blossoms into a larger conundrum – the client actually has no idea what they want. Now if this is you, bear with me.

Simple, clean, modern. From a design standpoint, the problem with these terms is that they aren’t definitions of anything concrete:

• “Simple” is a question of user navigation and experience
• “Clean” is a question of white space and content organization
• “Modern” can mean just about anything

So, if you’re shopping for a web designer, I invite you to go exploring on the world wide web for examples first! Think of some brands you appreciate, do some research and find design elements that give you a little spark of “yes.”

Warning: if you keep reading you will be confronted with the idea of giving up some unrealistic aspirations of “my brand appeals to everyone.” Because, quite frankly, your brand most certainly does not. No brand does.

Another thing I’ve noticed about this phenomenon, is that a lot of times people would rather look “simple and clean” because deep down they are too afraid to stand out. But if I’m honest, this is exactly what is necessary if you want to get anywhere in the online world – there is an endless supply of content and marketing and notifications and systems that feed on our attention. It’s high competition out there, and the only way to stand out is to be different… And that usually means putting some tender parts on display.

Now, showing your heart to the internet is something not everyone is willing to do. However, making an impact is inherently tied to the heart, and in order to bring your heart to the table, it means trusting your uniqueness, your color, your flair AND your “flaws” – it does not mean being perfectly or even adequately palatable to every random person who comes across your website.

Does this mean you have to go crazy with flashy design? No, not at all. Minimalism can be a powerful choice, but white space should be strategic, not sterile. For any styling scheme, you want to choose design with character that will complement the content you'll be sharing online. What I am talking about here is really the whole package – not just the look, but the message. Maybe you lean towards something sleek, textural, raw, sensual, organic, colorful, handmade, vibrant, ornate or vintage. Maybe even slightly grotesque (that definitely gets attention), or a little strange. Whatever you do, don’t go for what’s trending, and don’t go for under-the-radar. It won’t work because:

1. Following existing design and narrative trends is impossibly boring
2. We are primed to appreciate human craftsmanship and originality
3. The look (and substance) of what is presented is only as powerful as the feeling it creates for the audience.

Let’s just say you are here to compete with big global players like Coca Cola or McDonalds or Starbucks or Amazon. Huge international corporations with millions of employees that have decided they want to be everyone on Earth’s flavor… there are still many, many citizens of the world that do not appreciate (or even know about) these brands.

But if you’re reading this, you’re more likely an entrepreneur or part of a small entity. In this case, it’s especially time to come home from the “please everyone” party and find a tall mirror to stare adoringly into – because you need some clear, direct reflections of who you are and what you do, yes in the context of the world, but most importantly of the people who matter: the people who need your work and need to hear your story.

The alternative is spending an indeterminate amount of time in a weird, uncomfortable blanding (bland+branding) era where no one can quite figure out who you’re really for or what you’re really about. Do you want to spend money/time/energy on a website that ignites a “YES!” or “I guess?” in your people?

Reaching the audience that has a you-shaped-hole in their heart is much more profound, worthwhile, and literally achievable than trying to reach everyone. And if you’re serving up generic, “appeals to everyone” mish-mash, you will not attract and retain the people who would be most dedicated to your cause – they just won’t feel you.

Own your fears, own your limitations, own your specificities, and own that you are here to do incredible, beautiful things to make the world a better place – by owning everything about the spicy unique glorious filter of humanity that is you.

December 1, 2024