Updated 18 September 2026. Originally published in 2022; revised to replace outdated advice and links.
A fashionable website is not automatically a useful one. Before choosing an effect or layout, decide what someone needs to understand and do when they arrive.
1. Choose the structure around the content
A focused landing page can work well for a single offer. A business with several distinct services may need separate pages so visitors can find the detail relevant to them. The right choice comes from the task, not a blanket rule that one-page websites are good or bad.
2. Make the next step clear
Give headings a job, keep related information together and make buttons describe what happens next. Simplicity does not mean deleting the detail a buyer needs. It means presenting it in an order that makes sense.
3. Use movement with purpose
A small animation can explain a process or draw attention to a useful interaction. Check that content remains usable without the effect, that reduced-motion preferences are respected and that a video does not delay the main message.
4. Design for real use
Test contrast, readable text, keyboard access and small screens. A dark theme is a visual choice, not a universal accessibility improvement. Try the actual enquiry journey rather than judging the homepage alone.
This replaces a trend article that mixed several different years. For a practical review, see our website maintenance checklist or explore our website options.
