Let’s say you’re about to get a website designed. One of the earliest things you might do (or be asked to do) is look at other websites and make a list of ones you like.
You’re about to enter a dangerous sameness hole — a feedback loop of genericness.
Because here’s what often happens:
- You’ll look at your competition (or other sites within your industry, at least)
- You’ll list your favourite ones, often without actually noting what specifically about them you like
- You’ll pass these on to your web designer for reference, who then might make something similar to these
Did you spot the problem here?
You’re asking your website designer to build a website that’s pretty much the same as your competitors.
How is this supposed to make it easy for people to choose you?
- Look at websites of competitors, alternatives and similar-ish choices
- Make notes about why you’re different
- Make notes about how you believe your website will be better
- And finally, do this thought experiment: Ask, “What if I did the opposite of what everyone else in my industry is doing?”
Now we’re starting to think along the right path!