There’s a funny contradiction in web design.
On one hand, websites are absolutely formulaic. There are patterns that work, layouts people expect, and conventions that make the internet usable. On the other hand, if every website looks the same, your brand disappears into the background noise.
Both things can be true at the same time.
A good website follows the rules well enough that people don’t have to think about how to use it, while still feeling distinct enough that it actually represents the business behind it.
Why Web Design Has “Rules” in the First Place
Most people don’t consciously analyze a website. They just arrive with a goal and a short attention span.
They want to know:
- What do you do?
- Is this for me?
- How do I take the next step?
Design conventions exist because they reduce friction. People expect navigation at the top. They expect a logo in the corner. They expect buttons to look clickable. They expect your phone number to be easy to find. They expect the page to scroll downward and make sense as they go.
When a website ignores these conventions in the name of creativity, the result is usually not “innovative.” It’s confusing.
If your website makes people work to understand it, you’re not being creative. You’re just making it harder to buy from you.
Formulaic Doesn’t Mean Generic
Here’s the part many people miss: following best practices does not mean your site needs to look like everyone else’s.
The structure can be familiar, while the experience can still feel unique.
You can still stand out through:
- Strong photography and visuals
- Brand-consistent colour palettes and typography
- A clear, distinct voice in your copy
- Custom layout choices inside proven structures
- Thoughtful details like icon style, spacing, and content flow
In other words, the framework can be familiar, but what you build inside it should feel like you.
Why Some Sites Feel Like Clones
A lot of budget builders rely on the same layouts and tools for every project. Same structure, same section order, same animation package, same styles, same content blocks. The only real design difference is the logo, colours, and fonts getting swapped out.
With millions of websites out there, that approach can be completely fine. Not every business needs a custom-built digital masterpiece. Sometimes the goal is simply to look professional, explain what you do, and make it easy for someone to contact you.
The tradeoff is memorability. Template-style builds are generic by necessity, which means they rarely help a brand stand out. They do the job, but they don’t always leave an impression.
When a Template Is Actually the Right Choice
If you’re early in business, testing a new offering, or just trying to get something solid online without going all-in, a template-based build can be a smart move. It gets you a clean, functional site without the time and cost of starting from scratch.
That’s exactly why we offer SimpleSites. They’re built from a small set of pre-designed layouts (six at the time of writing), then customized with your branding, colours, photos, and content. The structure is proven, the design is clean, and the end result still feels like your business. You just skip the cost and complexity of a fully custom build. The best part? We use the same tools for SimpleSites as our full custom sites meaning that your SimpleSite can grow into a full custom site without needing to start from scratch as your business grows and your brand matures.
It’s not meant to be everything for everyone. It’s meant to be a strong foundation now, with the option to level up later if and when it makes sense.
Custom Design Isn’t About Reinventing the Internet
When we build a fully custom site, we’re not trying to reinvent navigation or break the basic patterns people are used to. We’re using the same proven structure, but tailoring the details around your business.
The goal is to combine:
- Familiar user experience
- Consistent design across devices
- Strong brand personality
- A clear path to action
That’s how you get a website that works and still feels like it belongs to you.
The Bottom Line
Web design is formulaic because it has to be. People need consistency to navigate quickly and confidently. But within those formulas, there’s tons of room for personality, brand, and differentiation.
The best websites don’t try to be weird. They try to be clear, consistent, and memorable.
And yes, you can have all three.
