When preparing a website redesign, it’s tempting to draw inspiration from competitor sites. However, “just because a competitor’s website looks great doesn’t mean it’s actually working for them… or that it will work for you.” Here are five key reasons to avoid this approach.
1. You Don’t Know If Their Website Actually Works
Design aesthetics don’t guarantee results. Without access to their analytics, you can’t determine whether their site converts visitors to customers or resonates with their target demographic.
Recommendation: Establish clear website objectives first, whether engagement, sign-ups, or sales, then build design around those goals.
2. Their Target Audience May Not Be Your Target Audience
Different demographics respond to different messaging and design choices. What engages their customers might alienate yours.
Recommendation: Research your audience’s needs, preferences, and pain points to create messaging that speaks directly to them.
3. Your Brand Voice Deserves Its Own Stage
Copying competitor style risks diluting your unique message and distinctiveness. Your brand has its own personality and values worth showcasing authentically.
Recommendation: Define your brand’s tone and create a voice guide for consistency.
4. Design Choices Without Strategy Lead to Confusion
Copying design elements without understanding their strategic purpose can harm usability and user experience on your specific site.
Recommendation: Prioritize your customer’s journey when designing, focusing on comfort and convenience.
5. Copying Limits Your Brand’s Growth Potential
Mimicking competitors keeps brands stuck in sameness, making differentiation difficult.
Recommendation: Embrace what makes your brand unique and showcase that creatively.
Tips for Analyzing Competitor Websites
1. Examine Navigation Flow
- Avoid: Clunky menus and confusing pathways
- Implement: Clean, intuitive navigation enabling quick access
2. Assess Content Quality
- Avoid: Generic or overly technical content
- Implement: High-quality, relevant content addressing audience needs
3. Evaluate Page Load Speed
- Avoid: Slow pages with heavy graphics
- Implement: Lightweight media with compression and caching
4. Look at Call-to-Actions
- Avoid: Vague CTAs like “Learn More”
- Implement: Clear, benefit-driven CTAs like “Download Your Free Guide”
5. Examine Mobile Responsiveness
- Avoid: Poor mobile adaptation and clunky navigation
- Implement: Fully responsive design tested across devices
6. Check Visual Consistency
- Avoid: Mismatched colors, inconsistent fonts
- Implement: Cohesive palette and typography reflecting your brand
7. Explore User Experience
- Avoid: Frustrating pop-ups and unclear buttons
- Implement: User-friendly design eliminating unnecessary distractions
8. Review Social Proof
- Avoid: Outdated testimonials and sparse reviews
- Implement: Updated testimonials, case studies, and real-time social proof
9. Analyze Blog/Resources
- Avoid: Sparse or outdated content
- Implement: Valuable, regularly updated content addressing audience interests
10. Observe SEO Practices
- Avoid: Broad keywords and weak meta tags
- Implement: Targeted keywords naturally integrated with optimized metadata
Conclusion
Your business’s goals, customers, and brand story are unique. Build a site reflecting that individuality while meeting specific objectives and resonating authentically with your audience.
