What Your Website Is Really Saying (and Why Most People Get It Wrong)
Picture this: someone lands on your site for the first time. They don’t read a single word - not yet, anyway. They scan, they scroll, they feel.
In about three seconds, they’ve already decided whether your site gets them or not.
That’s not magic - that’s communication design. Your layout, colors, and copy are already saying something. The only question is: is it the right thing?
Most sites unintentionally send mixed signals - they’re trying to be helpful and unique but end up confusing or overwhelming their visitors. As a designer and strategist, I’ve seen this across eCommerce shops, nonprofits, and service-based businesses alike. The fix isn’t another redesign. It's not about picking a new template or adding more copy. It’s about taking a step back and getting the conversation right.
Websites Are Conversations, Not Brochures
Your website is having a conversation with every visitor - even before they start reading. Layout, photography, copy, and structure all speak volumes.
Think of your site as a stand-in for you at a networking event. Are you friendly and confident, offering a clear sense of who you are from the first handshake? Or do you ramble, jump between topics, and make people guess what you actually do?
That’s the difference between a clear website and a confusing one. A good site introduces itself, makes eye contact, and leads the conversation in a way that puts others at ease. A bad one leaves people looking for the nearest exit or begging for a friend to come save them from the conversation.
Your job is to make sure that first impression feels natural and intentional, not awkward or unclear. When your website opens the conversation confidently, the rest of the interaction flows naturally - visitors lean in, not away. And now that we have them, the real work begins which we're going to get to next.
👉 Related reading: You Don’t Need More Traffic, You Need More Trust
Three Common Mixed Messages
Every site, no matter how well designed, can end up saying the wrong thing in subtle ways. Here are three of the most common mixed messages I see across client projects - moments when the website’s conversation with its visitor goes sideways. If you’re a visual learner, you can also watch me walk through these same examples in my guest video on Inside the Square’s YouTube channel:
1. The Mystery Headline
If your main headline could apply to ten different industries, it’s not helping you. Remember: clarity first, clever second. “Custom Squarespace websites that build trust and drive sales” works far better than “Design that inspires.”
2. The Menu Maze
Your navigation should guide, not confuse. The biggest impulse people seem to have is to just keep adding more links but I would argue that it's way better to keep it short (five or fewer top-level links) and label pages in everyday language. “Work With Me” says far more than “Experience.”
3. The Everything Button
When every section shouts for attention - Shop Now! Learn More! Subscribe! - visitors stop listening. Prioritize one clear goal per page. A calm, confident site feels more trustworthy than a busy one. If you're worried that this sounds boring, buckle up, I've got news for you.
👉 See also: UX Tips for Every Phase of the eCommerce Journey
Why Familiar ≠ Boring
There’s a myth that familiar design equals bland design, but let’s be honest - that myth was probably started by someone who confuses chaos with creativity. Familiarity isn’t boring; it’s comforting. It’s the quiet confidence of a site that knows exactly what it’s doing. It's a big 'ol mug of hot cocoa.
Our brains are wired to trust patterns we recognize - it’s called familiarity bias. When your layout behaves the way users expect, they don’t have to think about where to click or how to navigate. They just get it. That sense of “I know how this works” lets them focus on your message instead of figuring out your interface.
Think about your favorite neighborhood coffee shop. You don’t need to re-learn where the sugar packets or napkins are every time you visit - they’re always in the same spot. You go there because it’s predictable in the best way. A good website should work the same: welcoming, easy, and familiar enough to feel safe, even if it’s your first visit.
Familiar design doesn’t mean unoriginal. It means frictionless at all the right points, stepping in only when necessary to engage and guide (think product variant choices or confirmation steps). Familiar means your visitors are free to notice your story, your offer, your value - instead of your layout. Creativity still belongs, but it’s there to serve the experience, not steal the spotlight. Use it in your copy, your photography, and your little brand moments, not in hiding your navigation or rethinking the contact button. Visitors want reassurance, not puzzles. Unless you're a puzzle site in which case, maybe that would work nicely for you!
👉 Try this next: How To Decide Between Sales & Discounts
The Bottom Line
Design is not decoration, it’s communication. The best websites don’t shout to be seen; they lead with confidence and clarity. Every element, from layout to language, should help your visitor understand who you are and what you want them to do next. When you design with purpose instead of polish, you create trust. And when you create trust, you don’t need gimmicks or flash to stand out - you simply feel solid, credible, and right.
I love design as a tool to earn trust and provide reassurance. Done right, design can close the loop between what your brand promises and how it behaves online. It allows you to show up with intention, invite people in, and leave them thinking, that felt easy. It should make you feel the same way a great conversation at that imaginary networking event ends - comfortable, confident, and clear about who you just met and why they made such a good impression.
