Ask HN: All startup websites look the same
The important stuff in the common design pattern has been tested to death - everyone who matters is using clicktracking, a/b/x testing and deep user analytics. The reason they all look the same is the same reason that all infomercials or porn sites use the same basic structure - that's what testing indicates will convert best. Some people know this empirically, some are just blindly aping the fashion, but there is wads of data backing it.<p>Lots of whitespace improves readability, as does the use of a sans serif font. Deviate from either and a lot of people will hit the back button because they can't easily read your text.<p>A clear call to action massively improves conversion. The rectangular button in a dominant colour will increase signups by 10-20%.<p>960px wide because the majority of web users can see a page this wide without scrolling. For the same reason, all the important stuff on the site should fit within the first 500px vertically. a 960px grid is highly divisible and so gives you very flexible layout options with minimal hassle. There's a strong argument for 720px, but it's largely a question of browser demographics.<p>The links in the footer should be stuff for people who know what they're looking for, providing greater information density without added clutter. It works in large part because it's a convention, but it works nonetheless.<p>Familiarity matters in web design - the better people can predict where things will be, the better they can navigate.<p>That isn't to say that all these websites work as well as they should do, but there's only one reason to deviate from the norm - if you've tested something and found that it converts better.