Effective web designs start with intent
Landing pages are built to convert—clear value propositions, focused messaging, fast performance, and strong calls to action matter most.
Websites for SMEs, on the other hand, need to balance trust, clarity, and scalability: they must explain what the business does, why it matters, and how to get in touch—often for very diverse audiences with limited attention
Platform and product websites introduce a different challenge altogether: here, structure, information hierarchy, and progressive disclosure become critical to explain complex systems without overwhelming users.
Changing approach to web design with AI
While parts or even large portions of design and development can now be supported or accelerated by AI (from layout suggestions to content drafts or code generation), the underlying concept, structure, and design decisions should remain human-led.
Successful web projects depend on a strong understanding of user needs, business goals, content strategy, and technical constraints.