1. Layout and Structure
Okay, this is perhaps one of the more obvious ways to differentiate your site from the rest. It’s also the most difficult. On the pro side, using a fancy layout or site structure that no one has ever seen before is instantly memorable. It can also be a lot of fun. After creating your fifty-second three-column site, mixing up the layout provides a challenge for your visual design skills and your front-end dev skills that can’t be beat. The cons: There are only so many ways that information can be organized before you start to lose accessibility and usability points. The development time is often increased, as you end up working to solve problems few have encountered before. The really crazy layouts often depend heavily on JavaScript. Layout should ideally not depend on JavaScript.
2. Branding
Branding is the other really obvious way to make your site stand out. And it’s easy. Just find out what your client’s branding guidelines are, and stick to them. Embrace them. Make your client sick of seeing their own logo and colors. Then maybe tone it down a little, and you’re good to go. The cons: This approach only works if your client has highly original branding. If their brand style guide consists of Helvetica and not much else, you are at a severe disadvantage.
3. Graphics and Imagery
If the branding isn’t enough, you can use graphics and/or photos on your site to establish a distinct visual style. Sites with big images do tend to convert more, after all. People are visual creatures, so visual stimuli can make it easier for users to connect with you on an emotional level. Plus, the stylistic options are just about endless, which makes it easier to create an original-feeling design. The cons: Graphics and photos that look original are expensive, because they pretty much have to be custom made. Using stock images will likely kill the distinction that you’re going for.
4. Text and Content
This is probably the most important—and sometimes the most difficult—way you can set yourself apart. What is said on any site can and should be a reflection of the client’s personality and/or company culture, while still being clear. You can use copy, microcopy, and even things like video to communicate personality in a way that sets you apart. The cons: Ok, first you have to get any text at all from your client. Heh. And then you have to get copy that actually feels like a human wrote it. Most marketing copy has a very specific tone that seems to transcend borders and cultures. Getting the reader to see past the obvious desire to sell them things is the trick, and it’s a tough one. I mentioned microcopy before, but it really makes a difference. Users expect sales copy when reading up on a product or service. But if the rest of your site, especially the interactive bits like forms, treat the user as human rather than as a mere customer, this will make your site stand out in big ways.
5. Animation
Animation is a huge deal right now, and for good reason. When done right, it can take a pretty good experience and make it unforgettable. While I’m glad splash screens went the way of the dodo, I can still remember some of the animated web experiences I saw during the ’90s. Did I say before that humans were visual creatures? Well make those pictures start moving, and you can start a new industry in California. The cons: I saved animation for last because it’s very effective, but also very hard to get right. I mean, everyone and their dog is animating their sites now. That means that if you want your animation to stand out from everyone else’s animation, you’ll have to step up your game. Bouncing buttons ain’t gonna cut it. Animation that’s badly done can also cause usability problems, performance problems, etc.
Conclusion
Look around on the internet and you’ll notice that it’s very rare for any of these approaches to be used alone. It’s fairly common for people to even try to combine all five. As usual, however, it’s best not to split your focus too much. Ask yourself where your strengths lie. Are you a good writer and illustrator? Focus on text and imagery. Are you a great brand designer and animator? Make that logo blow people’s minds. And most of all, remember to have fun while you’re making something new.Ezequiel Bruni
Ezequiel Bruni is a web/UX designer, blogger, and aspiring photographer living in Mexico. When he’s not up to his finely-chiselled ears in wire-frames and front-end code, or ranting about the same, he indulges in beer, pizza, fantasy novels, and stand-up comedy.
Read Next
24 Best Creative Portfolio Websites in 2023
For anyone working in a digital creative field, whether design, illustration, animation, video, or a combination of…
By Simon Sterne
15 Best New Fonts, September 2023
Nothing upgrades your designs like selecting the right font. It’s all too easy to fall into the trap of using the same…
By Ben Moss
Weekly Design News #1
Every Sunday we’re rounding up the best of the previous week’s stories from webdesignernews.com, and in this issue #1,…
By Louise North
The 20 Most Controversial Logos of All Time (Ranked)
When you hire graphic designers to create your company's logo, what do you expect? Professional designs, culturally…
By Robert Reeve
LimeWire AI Studio Generative Art App
If you’re looking for the most exciting way to launch a career in AI-generated art, then you’re in the right place.
By WDD Staff
20 Best New Websites, September 2023
Are you in need of design inspiration? Are you looking for the best websites designed in 2023 to pull ideas,…
The Dangers of Deceptive Design Patterns (And How to Avoid Them)
As web designers, our role in crafting user-friendly digital landscapes is critical. We are tasked with creating user…
By Louise North
10 Best Ecommerce WordPress Themes in 2023 [September update]
You plan to set up shop with an online store. You know there’ll be competition. And to compete with or beat that…
By WDD Staff
5 Marketing Tools Every Designer Needs
Yes, designers do need marketing tools. From freelance graphic designers who need to land more work to designers who…
Exciting New Tools For Designers, September 2023
At the end of another summer, we are all getting ready to knuckle down for some serious work in the fall. But we want…
Elon Musk calls LinkedIn ‘Cringe’—Announces Competitor
Elon Musk recently announced his intentions to create a direct competitor to LinkedIn. Musk’s grand plan is to make his…
Everything You Need to Know to Embrace the Y2K Design Trend
The turn of the millennium was a major cultural shift, and the Y2K aesthetic emerged as a visualization of what the…
By Simon Sterne