(NE1 / NE2)

Simplicity in web design

“Keep it simple” is a phrase that gets thrown around a lot in design, and while I do believe in it, it’s not always as straightforward as it sounds. Simplicity, when done well, takes real thought. It’s not about stripping things back to the point of blandness — it’s about making smart choices, based on what the person visiting the site actually needs.

One of the first questions I ask when designing a website is: what’s the most important thing a visitor should see, immediately? It sounds obvious, but it’s surprising how often this gets overlooked. If it’s a restaurant website, the address and the menu should be front and centre. That’s what people are looking for — not a slow-loading video header or a vague mission statement.

With The Dog Grocer, the UK’s first zero-waste pet shop, the most important thing was getting people to understand the offering quickly — what it is, how it works and how to order. I kept the structure clear and the messaging direct, using hierarchy and white space to guide the eye without distraction. The design is clean and considered, but still has enough personality to reflect the brand’s warmth and care.

That said, simplicity isn’t always the answer. In crowded or saturated industries — like consulting, coaching, or professional services — a clean, minimal site might actually blend into the background. Sometimes, what’s needed is personality. When I worked on the website for Yvonne Biggins, the goal was to strike a balance: clear messaging and usability, but with enough visual character to stand out in a sea of overly corporate, templated sites. Through colour, layout and typographic choices I built something that still feels professional — but also warm, human and distinct.

So the real goal isn’t minimalism for its own sake — it’s clarity. Designing with intention. Making sure that the most important thing is the most obvious thing. Simplicity, when done well, clears the path between the visitor and what they came for.