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The Dead End of Web Design Development

Web Design Development

In search of a web designer, I was forced to look through 100500+ portfolio. The achievement itself, this led me to an unexpected thought: web design is evolving in the wrong direction. To understand the target audience, I will try on the role of a client. The "stage" will serve as a typical website of a real estate agency. Let's go!

Why do I need a real estate website?

  1. Looking for an apartment;
  2. Looking for agency contacts to hire them;
  3. I am looking for an address to come to the office;
  4. I am looking for prices to understand whether the support of the transaction is affordable.

Somehow: I don't see any other reason to visit the website of a real estate agency. I admit that people from the real estate world will name other goals for which customers come to the site. But I am sure they will be of the same applied nature.

What I see on the website of realtors

On the websites of realtors, I am greeted by a large picture with an abstract anthill-like buildings of the Moscow region. On the full first screen. And on top of the picture in large letters is a meaningless enthusiastic slogan.

The most important place of the site - the first screen - was given under the photo from the photo stock and letters that no one reads. My question is: why? Why is this a dubious decoration on the first screen? Obviously, the picture was stuffed there for beauty, there is no other explanation. Or maybe the owners of the site considered me a cretin that I would not understand what site I was on without a picture? Offensively!

It's a shame when you are considered a cretin who is not able to deal with the site without a picture.

The first non-functional screen has to be scrolled, on the second screen I see their Majesty's Advantages! Not less than three, and preferably six. But to multiply three: it's more beautiful in a three-column grid. If I were a competitor, I would read all the benefits of an agency carefully. But I'm a client now, so I don't need it and I'll scroll further. And there are Reviews and stuff and stuff...

All in all, a quest. I have already forgotten why I came: I admired the picture, read the reviews ... Instead of finding an apartment.

What should the website of a real estate company look like?

Let's return to the reasons that led me to this site:

  1. Looking for an apartment;
  2. I am looking for agency contacts;
  3. I am looking for an address;
  4. Looking for prices.

Let's turn on the logic: which of these tasks is the most difficult to perform? Obviously looking for an apartment. If the site has a catalog of apartments, then there should be a filter, sorting and other components to narrow the search. This will be the most difficult, but the most important element of the site – it should be on the first screen. All other tasks are solved elementarily: a phone with an address in the upper right corner, a map in contacts, prices for transaction support in the appropriate section.

Logic dictates that the master page is the first and only screen on which the directory is located. To understand this, you do not even need to make the site backwards! You don't need anything else on the homepage. The tinsel of reviews and benefits is removed to the internal section, and in the top menu the link "About us", leading to this vanity fair. In addition to this link, in the top menu there will be "Prices" and "Contacts". As a client, I won't need anything beyond that. It turned out to be a convenient site without information garbage. Who needs to read reviews or benefits (as well as news, certificates, licenses, see the faces of employees, watch the video message of the director), he will easily find this good in the appropriate internal section. I would redo most of these sites!

What prevents you from making a convenient site

I return to the shoes of the owner of the web studio. I described the perfect website of a real estate office. But try to sell such a site to the customer! Myths about web design are too strong. Well, if in response they ask me where the design is and what we have been doing for 2 months. In practice, after swearing, the work begins again, so that it turns out "like everyone else" and preferably "not like anyone else." Most customers are sure that their site should stun with beauty and do everything to make visitors there "stick".

And shutting up his expert opinion deeper, the designer draws a typical real estate website. On which, as expected, customers are greeted by a beautiful photo for cretins, slogans, benefits and all the rest of the slag. Instead of a convenient memorable site for buying an apartment, customers get the usual average site. The customer is satisfied like an elephant, because he now has a "website like everyone else." Somewhere over a glass of whiskey, another UX designer cries.