Every Website is an Essay

Recently, I've been captivated by websites designed and written like compelling essays. These sites aren't just selling products; they're persuading, using words, typography, and color to engage the viewer. This approach unlocks exciting possibilities for web designers.

Instead of relying on tired tropes like endless carousels, the essay-like website encourages a thoughtful approach. It demands a strong introduction, compelling evidence, and a satisfying conclusion. This framework breaks free from repetitive design patterns.

Furthermore, this "essay" approach allows for creative design freedom. It enables the establishment of a unique, authentic voice, making the website feel genuinely human.

The Analogue Pocket website, which uses clear paragraphs to market its device, is a prime example. Similarly, the Hey email app website relies solely on text—no screenshots, no flashy product details—resembling a powerful manifesto.

Apple's marketing sites often employ this essay-like structure. For instance, their iPad Pro LiDAR Scanner section focuses on building a case for the technology rather than directly selling the product. It masterfully addresses the "who, what, why, when, and how."

Stripe's recent redesign is another strong example. Beyond its stunning animated gradients, the website presents a clear argument: What is Stripe? Why should you trust them? How easy is it to use? The "who, what, why, when, and how" are all effectively addressed.

However, a counterargument exists: "Why focus on writing when users don't read?" The common belief is that users skim, don't engage with text, and require instant visual stimulation. This often leads to the simplification or removal of text.

This perspective implies users lack intelligence and attention spans, requiring designers to "shout" at them. I disagree.

I believe the opposite is true. Users are tired of uninspired, humorless websites and overused design elements. They've seen it all before. The problem isn't user engagement; it's the lack of a compelling argument—a poorly written essay that fails to charm or engage.

Imagine a web design landscape where websites are essays, not billboards. What would that look like?

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