I’ve seen some things in 25 years of web design… I’ve seen website design trends come and go. I’ve watched Google change the rules more times than I can count.
When you’ve been designing websites for more than 25 years, you see lots of things.
Some good. Some bad.
Then there are those times you stare at your computer screen and wonder what someone was thinking.
In my 25 years of web design, I’ve been happy to see clunky desktop layouts with flashing graphics change to fluid mobile-friendly websites.
The biggest changes?
Search engine optimization. And now artificial intelligence.
Through all these years, I’ve worked hard to keep up with the changes.
Because, my job is all about helping business owners move through an online world that never sits still.
What’s Behind 25 Years of Web Design?
As Abuzz Creative, I am coming up on my 12th anniversary.
The big milestone?
I will be celebrating my 26th year as a web designer and business owner.
That’s a lot of websites designed. That’s a lot of countless hours learning and growing.
So, in honor of 12 years of Abuzz Creative, I am sharing 12 lessons with you. These are web design lessons I’ve learned from decades of working with small businesses.
Because, I’ve seen some things…
1: A Pretty Website Doesn’t Mean It’s a Good Website
I’ve seen some absolutely gorgeous websites. They have beautiful photography, fancy animations, trendy fonts, and clever navigation.
Yet, I have absolutely no idea what the business actually does.
A website really shouldn’t be an art exhibit with a crazy maze of navigation.
Websites are supposed to help people understand the business, find what they need, and take the next step.
If visitors have to hunt for your services, figure out where you’re located, or search for your phone number, something isn’t working.
- Web Design Lesson: Good website design isn’t just about looking impressive. It’s about making life easier for your customers.
2: You Know Your Business. Customers Do Not.
Like most business owners, you are so familiar with what you do that sometimes you forget new customers don’t know yet.
All that industry jargon and technical speak might make perfect sense to you.
Meanwhile, your website visitors have no idea what you’re saying so they bounce off to a competitor who they understand better.
I’ve learned to ask my clients questions as we create their website content.
- What does that mean?
- Who needs this service?
- Why would someone choose it?
- How does it help them?
Sometimes the most valuable part of my job isn’t writing code or choosing colors.
It’s helping a business owner explain what they do in plain English. I always say we need to talk the same way we would with a friend.
- Web Design Lesson: Write website content for your ideal customer who needs your services in a friendly, conversational way..
3: Why is it so Hard to Find Your Phone Number?
Your phone should always be in your footer. Always.
Because you want people to call your business and they are used to contact info being in a website footer..
I see lots of websites where a phone number is buried on a page or hidden in tiny text.
Worse yet, the phone number can’t be found on the mobile version.
Someone wants to give you their business. Do not make them solve a mystery or get lost in a maze to find your phone.
The same goes for contact forms, directions, business hours, and service information.
- Web Design Lesson: Make it ridiculously easy for customers to contact you.
4: Your Website Is Not a Crockpot
My husband will tell you I’m a big fan of crockpot cooking. Fill it, set it, forget it.
However, this does not apply to your website. You can’t set it and forget it.
A bad strategy is to build a website, launch it, and hope customers find it for the next ten years.
That’s not how websites work.
Technology changes. Security gets upgraded. Search engines evolve. Your business changes.
And your website has to keep up.
Unfortunately, there are so many websites that haven’t been touched in years. They run on outdated software, have old information, and have broken links or plugins.
Wait, are you making me pinch and zoom to view pages on my phone?. Oh no you didn’t…
- Web Design Lesson: Your website needs your attention. Often. A little maintenance now can prevent bigger problems later.
5: Google Is Smart, But It’s No Mind Reader
For years, there’s one common question I get asked the most:
- “Why doesn’t my website show up when people search for my service?”
OK, that’s when I suggest looking at their website together.
A business offers a specific service they want to be hired for, but they never actually mention it in their content.
Not only is the service missing from the homepage, but the service doesn’t have its own web page.
There’s your answer. Google doesn’t know. You have to tell it.
Sure, search engines have become incredibly sophisticated, but you still need to give them information so they understand what your business does.
And now AI-powered search tools are adding another layer to the equation.
- Web Design Lesson: Clearly explain your services, add content that answers questions from real customers, and make your website genuinely helpful.
6: Just Because You Can Doesn’t Mean You Should
Oh boy, the website trends I’ve witnessed. If you’re around a long time, you see some things.
Flashing text. Background music. Animated graphics across the screen. Pop-ups everywhere.
And remember when every website had a slow-moving slideshow?
Thankfully, some trends disappear, and for good reasons.
There are other trends that stick around, even after they’re no longer useful.
After 25 years of web design, I’ve learned that the latest “ooh shiny” design trend isn’t necessarily the right choice for a small business.
A simple, well-organized website can do a much better job than one overloaded with fancy features.
- Web Design Lesson: Instead of trying to razzle dazzle, choose website features that help your customers.
7: Not Many Customers Are at Desktop Computers
For years, a web designer’s priority was designing for desktop computers. Remember monitors with the 800×600 display?
And then… Hello, iPhone. Smartphones changed everything!
Now, when people search for businesses, they’re using a mobile device more than a desktop.
And this is especially true here in northern Michigan. Our visitors are looking for restaurants, shops, services, and places to explore with their phone.
Websites that are difficult to use on a phone are losing customers before they ever contact the business.
- Web Design Lesson: A mobile-friendly website is not optional. It’s essential. Dare I say, required?
8: The Cheapest Website Isn’t Always the Best Deal
There are lots of reasons business owners choose the cheapest possible website solution, and sometimes it works out.
But more often than not, they discover the limitations of DIY after they’ve invested hours and hours trying to make everything work.
Missing features. Poor mobile layouts. Limited customization. SEO problems.
And then things break and they’re faced with technical issues they don’t know how to fix.
Suddenly, that cheap website is no longer a bargain.
I will always support small businesses watching their budgets. (I’m a small business owner myself.)
But those upfront savings usually become hidden performance flaws, lost customers, and hours and hours of long-term maintenance costs.
- Web Design Lesson: Instead of going cheap, think long-term value. Invest in a proper, scalable website built by a pro from the beginning.
9: Your Website Shouldn’t Be All About You
We business owners love talking about our businesses. At least, I do!
You have to be proud of what you’ve built. I know I am!
But potential customers will visit your website with their own questions about themselves.
- Can you help me?
- Do you offer what I need?
- Where are you located?
- How much does it cost?
- How do I get started?
While your business is important, your website needs to answer questions real people ask before hiring you.
Customers should be the focus. Lose the “we” in your text and focus on the “you” for visitors.
- Web Design Lesson: Show visitors how your business can help them before telling them how wonderful you are.
10: People Don’t Respond Well to Technical Jargon
SEO. Hosting. SSL. PHP. Responsive design. Schema markup. AI Overviews.
My goodness, what is all that?
People feel overwhelmed by website technology. They’re afraid to ask questions for fear of technical jargon and web buzzwords they don’t get.
I prefer to explain things in language that is more conversational and friendly. .
Small business owners will glaze over if you start speaking in web geek buzzwords.
They just need to know what their website can do for them and how they can maintain it going forward.
- Web Design Lesson: The right advice will make web technology easier to understand. No need to show off.
11: A Website Is Never Really Finished
Even after 25 years of web design, I get really excited when I launch a new website live for a client.
Everything looks great. The site is easy to navigate. Content is optimized for search.
My client is excited to share their new website link.
OK, but that’s not the finish line.
That’s the starting line.
When a business continues to grow, their website has to grow with it.
New services, updated photos, customer questions, seasonal information, and fresh content will keep a website useful.
And SEO isn’t something you set at launch and forget about forever. SEO is always evolving.
- Web Design Lesson: Think of your website as a growing part of your business. Keep it fresh and update often!.
12: The Best Websites Start With Listening
Listening to a business. Learning what they do. This is a really important lesson.
Before I begin, I need to understand the business I’m designing a website for.
- Who are their target customers?
- Are there key services that matter most?
- Do real people ask certain questions often?
- What makes this business different?
And, most importantly:
- What does the business owner want their new website to accomplish?
I’ve learned that listening is one of the most valuable skills a website designer can have.
Because a successful website isn’t about what I think looks cool.
It’s about creating something that works for the business and the people it serves.
- Web Design Lesson: A website should be built around your business goals and your customers’ needs.
25 Years of Web Design: Here’s What I Know
The internet is still growing and evolving, and I’ve been designing since pretty much the beginning.
Writing HTML code in Notepad and hoping for the best.
Then along came Dreamweaver (WYSIWYG) so I could see what I was designing.
I’ve learned new technology, adapted to search engine changes, and experienced website trends that weren’t always good (ex. Flash).
And now we’re entering a big chapter with artificial intelligence changing how people search for information online.
But through all those changes, one thing has remained pretty consistent.
- Small businesses need websites that are easy to find, easy to understand, and easy to use.
Yep, that’s it.
Clean and simple websites that help real people connect with real businesses.
As I celebrate nearly 12 years of Abuzz Creative and head into my 26th year in the web industry, I’m grateful for the small business owners who have trusted me with their websites.
Every client is special. Every project taught me something.
And yes, I’ve seen some things…
I’m sure I’ll see plenty more before I finally decide to retire my keyboard.
But until then, I’ll keep designing, learning, sharing what I know, and helping small businesses create a buzz online.
Because after all these years, I still love a good website.
That will never change.
25 Years of Web Design
At Abuzz Creative, I help northern Michigan small businesses create professional WordPress websites that are designed with their customers in mind.
From website design. SEO upgrades, and Google Business Profile optimization, my focus is on making online marketing easier to understand and more effective.
For a website that works as hard as you do, Contact Marcie Wolf today!
