Why Startups Copying Big-Brand Websites Always Fail

Believe it or not, but a lot of small businesses and new startups will probably do this without even realizing it. Someone sits down to plan a website, they look up their favorite big brands for inspiration, and it gets to the point that they’re basically convinced that copying that giant homepage layout or that artsy video header is the way to go. Well, yeah, sure, it totally makes sense. It feels smart because those companies are successful. Their websites look pretty. They look expensive. They look serious, and sure, by all means, this looks like a blueprint. 

It’s not even websites; it’s even trade show appearances, social media imagery, there’s usually some major company influence in some of these, because again, it looks like a nice blueprint. But are these “blueprint” ideas and inspiration even a good idea? Well, no, bluntly put it, no. Okay, but why? Well,  big-brand websites aren’t built for small businesses. Not even close. 

They’re basically on two whole different wavelengths, but why, though?

Big Brands aren’t Designing for the Same Reasons

Yeah, so this one absolutely needs to be hammered down first. But yeah, the first thing that gets overlooked is the purpose behind the design. Big companies already have millions of customers. Their brand is everywhere. Their logo is enough to make people trust them. Just think about it; they don’t need every inch of their homepage working overtime to convert someone. They can afford huge banner images that say absolutely nothing. They can afford long videos that autoplay for no logical reason. They can afford heavy animations that load slowly (not ideal, but they can still afford it).

Small Business Sites Need to be Way More Practical

So, as a small business or startup, what’s the purpose of this website? What should it do? How should it help? Who’s the audience for this website? Yeah, these questions matter, and you need to give clear answers. For the most part, the second you use a giant corporate layout,  that clarity disappears. But how? Well, instead of clear navigation, you end up with vague menu items, the CTAs might be off, generic taglines, there will be things that come out wrong, and there can be problems of miscommunication. 

Plus, you need to consider the customer; they don’t have time for guessing games, and they don’t want that either. They click off because nothing makes sense, and it feels like the business is hiding behind fancy design to distract from the actual offer. Which, of course, is a major issue. Just go ahead and look at automotive websites, when it comes to that industry, both big and small businesses don’t “beat around the bush”, it’s not about aesthetic layouts, videos on loop, there’s an obvious a clear message for the brand itself and the products being sold. 

Basically, it gets customers from Point A to Point B without getting lost (and there was no pun intended there either). 

Pretty Doesn’t Pay Off 

It would be nice if a pretty website did, but it doesn’t exactly work that way. Now, sure, there’s absolutely nothing wrong with beautiful design. It’s just that beautiful on its own doesn’t sell anything. The whole goal is to have information on the website; you can’t afford low speed time due to aesthetics, video loops, and other things.

This is a contributed post.