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One small thing that still shows up on too many websites, it's the famous "Lorem Ipsum"
Lorem Ipsum is still a common practice for mockups while things are still being defined, and too often, it makes its way into production, and ends up live on the site. Whose fault is it? The designer, the copywriter, the developer, the PM? Who knows...
We see it happen more times than we can count.
You scroll down, hit a section with placeholder "Lorem Ipsum" text, and suddenly the whole site feels unfinished. It creates doubt, and it hurts trust in the product.
And honestly, I’d much rather see AI-generated copy in those cases, at least it reads professionally and gives users context during that first launch. Perfect copy can come later.
Curious to see what others think, why do people still use Lorem Ipsum?
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Someone else points to Duolingo.
Now the idea feels validated.
I saw this happen during a product review. The reference gave us a useful example of how an interaction could work.
The visible feature was only the surface.
Behind it were assumptions about the audience, the behavior being encouraged, how often someone uses the product, and what the product is trying to teach.
Those assumptions belonged to Duolingo.
Copying the feature would have brought them into a completely different product without anyone discussing whether they fit.
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AI is going to make websites much easier to build.
And much faster.
I'm pretty sure of that.
But I don't think this makes web design less valuable.
It makes good web strategy more valuable.
Because there will be no shortage of websites that look good.
The real question is whether the website has a job.
For me, that job is pretty simple:
Bring the right traffic.
Build trust quickly.
Turn that traffic into leads.
Send those leads where the business can actually do something with them.
That's what I'm trying to build around real estate.
Not just another nice-looking website.
A proper online asset that actually has a role in the business.
Amazing work!
Stop copying successful brands.
You're not becoming successful.
You're becoming a worse version of them.
You see a popular brand using a certain colour.
You copy it.
You see their typography.
You copy it.
Their website looks clean.
You copy that too.
Congratulations.
Now your business looks familiar...
but nobody knows why.
Branding isn't photocopying.
Your visual identity should make sense for your business, your audience and your positioning.
Inspiration is useful. Imitation is lazy.