Why Simple Website Design Creates Better User Experience
After hours of searching the internet or scrolling social media to see what others are doing on their websites, you may be asking yourself, “Do I need a fancy website for my small business to stand out?” My answer is a resounding no, unless you’re a creative business (like an agency or graphic design business where visual complexity is literally what you’re selling). However, for most small businesses, it’s simply not necessary.
What you really need is a simple website design that is clear, easy-to-navigate, functional, and trustworthy. It should support both your business goals and your website user experience.
There’s a common misconception in web design for small businesses that more bells and whistles automatically equals more value. It’s sort of like buying the high-end sneaker for the brand name, only to realize it isn’t the right fit, nor does it feel good walking in it.
Simplicity is the biggest reason I use Squarespace to build websites for my clients. It’s easy to use and doesn’t come with an “encyclopedia” of features (though you can use custom code if you wish). It has just enough flexibility to create professional websites that are SEO-friendly, mobile-friendly, and designed with the user experience in mind.
A well-designed website doesn’t need to be complicated, it just needs to be intentional.
What “Simple” Website Design Really Means (And What it Doesn’t)
When people hear the phrase simple website design, they often assume it means boring, basic, or lacking in personality or brand. In reality, simplicity is about intentional structure, clarity, and ease of use, not stripping away creativity or brand identity.
A simple website is designed with the user experience in mind first. Navigation is intuitive, content is easy to scan, and visitors can quickly understand what you do, who you serve, and what to do next.
Simple website design is:
Clear messaging that communicates your value quickly
Easy-to-navigate menus with minimal distractions
Consistent fonts, colors, and spacing
Thoughtful layout that guides visitors through your page
One primary goal or call-to-action per page
Simple website design is not:
Generic or cookie-cutter design
Lacking personality or brand voice
Minimal content with no strategy
“Bare bones” pages that don’t convert
Design without intention or hierarchy
For small business websites, simplicity allows your message, and your expertise, to stand out. When a website feels calm, focused, and easy to use, your visitors will begin to trust you and stay engaged.
How Users Actually Experience Your Website
When someone lands on your website, they are not trying to be impressed, they’re trying to understand…quickly. They’re scanning, skimming, and deciding within seconds, whether your business feels credible, relevant, and worth their time. This is where user experience psychology comes into play.
First Impressions Happen Fast
Studies (like that published in Forbes Advisor and shared by Springfield Business Journal) consistently show that users form an opinion about a website in just a few seconds. During that time, visitors aren’t evaluating your expertise in detail, they’re reacting emotionally to what they see (or don’t see that they were hoping to find). This is why it’s so important to keep your design clean and easy to follow, with less clutter and less overwhelm.
Cognitive Load and Decision Fatigue
Cognitive load refers to how much mental effort it takes for someone to process information. The more choices, pictures, and competing messages you show, the harder your website becomes to understand and use.
For small business websites, this often shows up as:
Too many menu options
Multiple calls-to-action competing for attention
Long blocks of run-on text with “marketing fluff”
Visual elements that are more of a distraction than they are supportive or useful
When visitors have to think too hard, they will want to leave. Simple web design reduces cognitive load and decision fatigue by limiting the choices the visitor has to make, creating clear options for navigating the site, and guiding the visitor through the page.
Users Scan, They Don’t Read
Most website visitors don’t read content word-for-word. Instead, they scan for headings, keywords, visual cues, and clear next steps. A user-friendly website design uses structure to support that behavior. Clear headings, short paragraphs, white space, and intentional layout make content easier to digest, especially on mobile devices where most people are browsing the internet these days. They should quickly be able to understand what you do/or offer, if you can help them with their problem, and where you’re located (if it’s applicable to your local business).
Why Simple Websites Perform Better
A simple website doesn’t just feel better to use, it actually works better. From search engine rankings to conversions, the simplicity plays a direct role in how effective your website is. Here’s what simplicity improves:
Faster load times: Clean, streamlined websites tend to load faster because they aren’t bogged down with scripts, animations, and unnecessary features that add a lot of code to the back end of your website. Some website platforms which heavily rely on third-party plugins, create backend bloat…too much code and too much processing, which can slow down a website.
Lower bounce rates: When your visitors quickly understand what you do, how you can help, and where you’re located, they’re more likely to stay. Confusing or overwhelming sites will quickly make visitors bounce using that back button.
Higher conversion rates: Fewer distractions on your page make it easier for the user to make a decision. Use one focused message and one clear call-to-action per page as this will lead to more inquiries, bookings or sales. Focused content also aligns better with search intent (what people are actually looking for). See my note below on what “search intent” means…I know it’s a fancy tech term that not everyone understands.
Better mobile experience: Simple layouts also translate better on smaller screens, where most users are browsing today. Again, they’re not interested in how fancy your photo enters their iPhone screen, they’re more interested in the value it offers them.
What does search intent mean?
Search intent is simply the reason someone types something into Google in the first place, like they’re looking for an answer to a question, want to learn about a service provider or product someone mentioned, or they want to do something (like buying something or contacting someone).
For example, let’s use this website as an example. If someone searches for “Squarespace website designer for small business,” they’re not looking for a long blog post about web design, they’re looking for help, someone to contact. On the other hand, if they search for “how to simplify my website," they’re looking for a how-to or educational blog post that will explain it.
If the searcher clicks through the link and ends up on your page, you want to be sure your page matches their intention. This makes simple website design powerful, because each page has a clear purpose and message.
So, What Should a “Simple” Homepage Include
A simple homepage should not try to do everything, instead it should do a few things well.
At a minimum, your homepage should clearly communicate:
What you do
Who it’s for/who you serve
What problem you solve
How to get started/contact you
These are also some optional, but helpful things to include:
Social proof - use testimonials/photos if you have them
A brief explanation of your process - 3 steps max to reduce mental fatigue and prevent it from seeming complicated
Your goal is to guide your visitor through your page, not overwhelm them. When your website is clear, your message, and your business, becomes easier to trust.
Putting Simplicity Into Practice
If you’re rethinking your website, try looking at it through the lens of simplicity. Ask yourself: Does each page clearly communicate its purpose? Is it easy for someone to understand what you offer in just a few seconds? Even small adjustments can improve the experience for your visitors and help your business shine online.
