Why Beautiful Websites Aren’t Always User-Friendly

 

Business owners understand the importance of having a beautifully designed website. It’s often the first interaction a potential customer will have with the company. So, naturally, businesses may hire professional web designers to make a great first impression. Or they may try it themselves using a website creation app, or use an AI based design tool. But is beauty alone enough to create an effective website?

From my observations, there’s a common disconnect between some web designers or auto tools, and the users of the services or products that the website is intended to promote. Let me explain.

The Problem: Designers Aren’t the End-Users

 

Web designers, no matter how talented, aren’t typically users of the service or product they’re designing for. They focus on aesthetics, and technical aspects of web development. However, this can produce websites that are visually appealing but lack an intuitive experience for the user.

Consider this: If a designer is unfamiliar with how customers interact with a product or service, they may create a website that looks great but is difficult for users to navigate. Often, the layout and flow of the website are confusing because the designer hasn’t fully considered the user’s journey or the specific challenges they may face while trying to find information or make a purchase.

For example, I spoke to someone who uses ABC laundry service. ABC recently changed their website, which they say is now faster and easier for their customers to use. The person I spoke to disagrees. He told me he spent over 45 minutes clicking around and reading the help menu to order clean linens for his establishment. He didn’t want to spend all day learning a new system, that he said is impossible to quickly learn, and will only be used once a month. Because ABC laundry services only accept online orders (no phone orders) they are looking for a new service.

The User Experience Issue: Hard-to-Navigate Websites

Too often, websites are redesigned to be “cutting edge” but lose the ease of use those previous versions had. Navigation menus might be hidden behind trendy icons, or information is buried in pages of content, making it hard for visitors to accomplish simple tasks.

For users, this can be incredibly frustrating. It may take several clicks to find basic information like contact details or pricing. When a website isn’t intuitive, potential customers may give up and take their business elsewhere.

The Communication Problem: Company Jargon Overload

Another issue is the language used on websites. Many company websites are filled with industry jargon and insider terminology that confuses the average visitor. Web designers often work closely with marketing or leadership teams who are immersed in the business, but sometimes, the messaging doesn’t translate well to the everyday user.

As a result, visitors might not understand what the company does, what services are offered, or why they should choose that company over competitors. If the message isn’t clear, the website—no matter how beautifully designed—won’t convert visitors into customers.

The Solution: Bridging the Gap Between Design and User Experience

So, how can this be improved? The solution lies in integrating user experience (UX) principles with web design. Designers should take the time to understand the user’s perspective, not just the company’s vision. This means testing the website with real users, simplifying navigation, and creating clear, jargon-free content that communicates the company’s value proposition in a way anyone can understand.

At the end of the day, a website should be more than just aesthetically pleasing. It should serve the user’s needs and make it easy for them to do business with the company. If the user can’t easily find what they’re looking for, no amount of visual beauty will make up for that frustration.