3 things I want to see more of on websites in 2024

As a web designer myself, I am always browsing the web looking at new websites (and some older ones) to see what’s happening in the web design world, what’s changing… what’s trending. This is great, I love it, it also helps get inspiration for any upcoming projects. But sometimes, I come across a site that looks great but may not be very clear to the user what the business actually does and can be prevented with such a simple, web design practice.

As the world of online changes and adapts, this doesn’t mean we have to forget about useful basics that help customers buy. At the end of the day, that’s what it’s all about. The user experience. We want our customers to feel comfortable using our site’s because we want them to buy from us.

So strap in as I go over the 3 things I want to see more of on websites (or things I don’t want to get overlooked).


1. Videos! I know, seems obvious right?

When it came to re-designing my own agency’s website, I knew I wanted to include as many videos as I could (but only where necessary of course, we don’t want to bombard the user with nothing but play buttons, our website isn’t TikTok).

It’s funny I mentioned TikTok as that makes this next point very clear.

Video (specifically short form) is everyone’s favourite way to consume content.

I wanted to include quick, snappy videos that help the user understand the content on the page, or save them time by not having to read paragraphs of content. So that’s what I did.

This is specifically useful for businesses who offer a more complicated service and may just be easier understood with a short 2 minute introduction video.

Take a look at this example below of a complex business software:

Example 1: Lots of text (and although easily digestible through the use of icons) can still be daunting for a user:

a screenshot of a website that is very text heavy with a lot of icons against a white background

Example 2: Not only does this section get straight to the point, it also takes up less page ‘real estate’ so the user doesn’t have to scroll as much to consume all the content. We can portray the same information in a more digestible way:

a screenshot of a website with text on the left and a video on the right, teh video placeholder has two men on a laptop

Don’t get me wrong, both of these options are great, and are seen often in web design, we just have to think about what is easiest for the user!
You can use videos to detail or overview lots of things on your website such as: pricing, your process, your history, BTS, workshops, tutorials and so much more.

I had a lovely chat today with Saul Garret a freelance videographer based in Edinburgh, we discussed how important a video can be to help customers understand the business’ values or mission. Saul spoke about how videos help tell a story but are also the best way to help people connect with each other, and with a well thought out direction can really set a business apart from the competition. Check out Saul’s work if you’re needing some fantastic videography.

So when you come to writing copy for a new section on your website, take a beat and think… will a video work better here.
Your users will thank you for it.


2. Less boring Call To Actions (CTA)

Again, this may seem like an obvious one, but if you are like me you are tired of seeing the same old, standard CTA such as: ‘Learn more’ | ‘Read more’ | ‘Try now’.


Not only are these tired but are they actually working? Are people clicking on them?

Moving into 2024, I want to see more CTA that are better engaging with the user. Such as ‘Book a call’ | ‘Take our quiz’ | ‘Sign up for free’.

Not only are these more interesting, they are more action based, people know exactly what they want to do and the button will help them do just that.

Granted, I am guilty of the CTA trap myself, sometimes the first ones mentioned are all you need. But because I want to see more actionable CTAs I’m making it part of my design process moving forward…

Here is how a better CTA can help strengthen your user experience:

  • Better understanding of how the user can navigate
  • Quicker access to important content
  • Less stress and confusion from self-navigation (Check out my homepage for example utilising ‘Schedule a Free consultation’ – no guesswork involved)

Don’t forget that these points don’t just apply to your website… no, they also apply to your social media, your blog posts, hell even in your TikTok videos!

Why not join me and see just how changing a few words can make a difference to your conversions?


3. Lastly, Horizontal scrolling.

Now I know what you may be thinking… Ross, horizontal scrolling?

Yes, horizontal scrolling. Although traditionally not web design etiquette, recently, I’ve noticed more and more web designers incorporate this. I’m all for it, it’s a nice easy way to make a boring section of content that little more appealing!

Bearing in mind, we don’t want to force users to have to use it, so the use of a scroll bar or arrows are definitely a must, at least until it becomes more of common trend.

When using horizontal scroll though we have to be careful of what information we choose to display, some great examples to use would be:

  • Image gallery (probably the best place to start, just to try it out),
  • Testimonials,
  • And case studies.

Take a look at the website for mortgage advisors in Edinburgh, Cox & Co who use horizontal scrolling in a delightful way.

Using custom branded background cards and a horizontal scroll to showcase the services that they offer their clients, not only saves space on the page if they have a lot of services but also feels very neat and tidy.

What also works with this example is the site does not force the user to scroll horizontally before going back to scrolling vertically, giving the user the choice helps them navigate with ease and aids their user experience.

This style of scrolling can also be used to navigate the full website. The most common place I have seen this used is on websites for photographers and designers. Not only is it new and interesting, it is also different and a great way to showcase a newer design style. Check out the website for Scepter & Sword who showcase how well it can be implemented.



Web design is such a wide and varied industry with designers bringing their own spins to each and very design. Of course we all typically need to stick to one of (if not, THE) most important things… every decision should be made while considering the user experience. The above are some of the things i’d like to see more designers incorporate into their sites for 2024 and think it can help freshen up some standard sites, yet not a single point will impact the user experience – if used correctly that is!

So, join me as I incorporate these into my design process moving into the projects for 2024.

What are some trends or ideas you would like to see more of popping up in 2024?

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