Is your website costing you customers? 11 design trends to avoid from website optimisation consultants

Your website might look modern, stylish, and on-trend, but if it’s not converting visitors into leads or customers, it’s not doing its job.

A high-performing website is supposed to deliver measurable business results. It’s your digital storefront, your silent salesperson. And too often, it’s sabotaged by trends that hurt conversion.

If you’ve ever launched a shiny new site, posted it on LinkedIn, and then stared at a flatline in your HubSpot dashboard — I’ve been there. Before reaching the level I’m at now, I missed the mark plenty of times too. High bounce rates and low form fills aren’t a mystery. They’re a symptom of design choices that look good but don’t perform.

Let’s skip the fluff and get into what improves performance. Here’s what’s killing conversions and how to fix it with data-led design. Iconic Digital’s website optimisation consultants help brands apply these fixes at scale.

Why does complex navigation reduce conversions?

Stop trying to reinvent navigation

Creative menus confuse users more than they convert. Hover-only elements, excessive dropdowns, and hidden menus frustrate users and lead to drop-offs. Stick with clear, mobile-friendly layouts that help people get where they want in two clicks or less.

Are auto-playing videos killing your engagement?

Lead with clarity, not cinema

Full-screen videos and oversized hero images might look impressive, but they slow your site and distract from your core message. Use compressed visuals, skip autoplay, and ensure every visual earns its place.

Are animations slowing your site and confusing users?

Use motion with meaning

Parallax effects and fancy transitions rarely drive results. Microinteractions, like a subtle button pulse or loading bar, guide users without slowing things down. Keep animations purposeful, light, and fast.

How does mobile design impact conversion rates?

Mobile-first isn’t optional anymore

Most of your users are on mobile. If your buttons are hard to tap or your layout doesn’t adjust cleanly, you’re bleeding conversions. Design mobile-first with smooth scrolls, fast load times, and frictionless forms.

Try scrolling your homepage on a crowded train. If it feels slow or clunky, that’s your prospect’s first impression too.

Why are your CTAs not converting?

Your CTAs need to be obvious and bold

“Learn more” doesn’t drive action. “Get My Free Quote” does. Place your CTAs where people naturally pause—after key messages, in the middle of scannable content, and always at the end.

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Are you balancing clarity and design?

Clarity beats minimalism every time

Design trends shouldn’t come at the cost of usability. Use white space to guide attention — not hide it. Break up copy, highlight actions, and focus on conversion.

Are stock images damaging your credibility?

Stock imagery kills trust

Users spot generic images in seconds. Use real brand photography wherever possible. If you must use stock, avoid clichés and pick imagery that aligns with your tone.

Are slow load times pushing people away?

Site speed is non-negotiable

Every second counts. Compress your files. Cut out bloated plugins. Run a weekly audit with Google PageSpeed Insights. A slow site turns interest into bounce.

Is your site accessible to every visitor?

Accessibility isn’t just legal, it’s smart

Alt text, colour contrast, and readable fonts aren’t nice-to-haves. They’re essential. Accessible sites create better UX for everyone and open more opportunities.

How can better messaging increase website conversions?

Clarity converts jargon doesn’t

Stop hiding behind vague phrases. Say exactly who you help and what outcome you deliver. If your user must guess what you do, they won’t stick around.

If your value proposition reads like pitch-deck filler, rewrite it for the buyer reading it now.

Instead of defending your web budget every quarter, let results speak for themselves.

What makes a high-converting homepage?

Structure your homepage for action

Start with a benefit-driven headline. Instead of “Welcome to our site,” say what you deliver: “We help B2B firms double their inbound leads.”

Follow with trust signals: client logos, testimonial snippets, awards.

Use a compelling CTA above the fold: “Request Your Free Website Audit.”

Include a short explainer or video for first-time visitors. Ditch the auto-rotating sliders. They clutter your message and slow things down.

How do you build trust quickly on a website?

Establish credibility in seconds

Add logos of trusted clients, industry certifications, or security badges.

Write transparent copy. Avoid fluff. Use real photos where possible. Feature stats or results that prove your value.

If you’ve worked with HubSpot, Salesforce, or SEMrush, highlight it. That speaks the language of your audience.

Work with website optimisation consultants who drive results

A strong page puts function first. Iconic Digital’s website optimisation consultants combine strategic UX with technical SEO and CRO to turn your website into a sales engine.

Our website optimisation consultants use data and user behaviour insights to continually test and refine your site, not just launch and leave. As website optimisation consultants, we focus on measurable impact improving site structure, speed, messaging, and mobile performance.

Our conversion-first website packages start from £1,250/month and include performance UX, mobile-first design, SEO optimisation, and ongoing testing. We launch performance-driven websites built to scale.

Need to know what’s holding your site back? Let us run a forensic audit and build your blueprint for better conversions.

Future-proof your website with Iconic Digital

We build websites that deliver measurable growth. No fluff. No filler. Just business performance through strategic design.

Let our website optimisation consultants help you build a site that drives traffic, captures leads, and grows your revenue. Work with website optimisation consultants who bring clarity, performance, and accountability to every build.

Book your free audit and let’s build a website that works harder for your business.