Pretty websites don’t sell subscriptions: Function over form in publishing

In the race to create visually stunning websites, many publishers lose sight of what truly matters: conversions. While design awards and accolades may look great on paper, they mean little if your site doesn’t sell subscriptions or drive meaningful engagement. The truth is, aesthetics are secondary to usability. For publishers, focusing on user experience (UX) and functionality is not just a strategy—it’s a necessity.

The Pitfalls of Prioritising Aesthetics

1. Slow Loading Speeds: Flashy animations and heavy graphics may look impressive but can drastically slow down your site. Research shows that even a one-second delay in page loading can reduce conversions by up to 7%.
2. Overcomplicated Navigation: Creative layouts often sacrifice intuitive navigation. If readers can’t find what they’re looking for quickly, they’ll leave.
3. Distracting Visuals: Eye-catching designs can detract from the core purpose of your site: delivering content and converting readers into subscribers.
4. Mobile Unfriendliness: Many award-winning designs don’t translate well to smaller screens. With the majority of users accessing content on mobile devices, this is a critical oversight.

Why Functionality Matters More

1. Seamless User Experience: A well-designed UX ensures that users can navigate your site effortlessly. Clear pathways to subscriptions, newsletters, and content categories lead to higher engagement.
2. Accessibility: Function-first designs cater to a broader audience, including users with disabilities. Accessible sites not only comply with regulations but also demonstrate inclusivity.
3. Faster Conversions: Simplicity and clarity in design lead users to take action faster, whether it’s subscribing, purchasing, or sharing content.
4. Data-Driven Adjustments: Function-focused sites make it easier to test, measure, and refine elements that impact user behavior, ensuring continuous improvement.

Key Elements of a Function-First Website

1. Intuitive Navigation: Simplify your menu structure and ensure all important sections are easily accessible.
2. Clear Call-to-Actions (CTAs): Prominent and persuasive CTAs, such as “Subscribe Now” or “Get Exclusive Access,” should guide users toward conversions.
3. Fast Load Times: Optimise images, minimise code bloat, and leverage content delivery networks (CDNs) to improve speed.
4. Mobile Optimisation: Ensure your site looks and performs well on all devices. Test functionality across various screen sizes and resolutions.
5. Minimal Distractions: Avoid pop-ups, auto-playing videos, and other intrusive elements that can frustrate users.
6. Search Functionality: A robust search bar helps users find specific content quickly, improving satisfaction and reducing bounce rates.

Balancing Form and Function

While functionality should take precedence, aesthetics still have a role to play. A visually appealing site can reinforce your brand identity and make a strong first impression. The key is to integrate beauty with usability. Here’s how:

1. Use White Space Wisely: Clean layouts with ample white space make content easier to read and navigate.
2. Consistent Branding: Use cohesive colors, typography, and imagery to build trust and recognition.
3. Prioritise Content Hierarchy: Ensure headlines, subheads, and body text are organised in a way that guides the reader’s eye naturally.
4. Test and Iterate: Continuously gather user feedback and A/B test design elements to find the right balance between form and function.

Examples of Publishers Getting It Right

1. The New York Times: Known for its minimalist design, the NYT prioritises readability and clear pathways to subscriptions. Their use of subtle animations and typography enhances the experience without overwhelming the user.
2. Medium: Medium’s clean, distraction-free layout ensures that the focus remains on the content. Their intuitive design makes reading and subscribing effortless.
3. The Financial Times: The FT’s responsive design and simple navigation are tailored to busy professionals. CTAs are strategically placed to encourage conversions without disrupting the reading experience.

Final Thoughts

In publishing, a pretty website might win you a design award, but a functional one will win you subscribers. By prioritising usability, speed, and clarity, publishers can create websites that not only look good but also deliver results. It’s time to stop designing for accolades and start designing for the people who matter most: your readers.