There are over one billion websites, and the average user visits at least one hundred different sites daily. That’s why it is vital to provide users with a smooth, memorable online experience; otherwise, potential customers will forget about you.

Stability, accessibility, and speed all factor into a user’s online experience with your website. But remember, people make an impression on a website within 50 milliseconds.

For more information about the technical aspects of your site, check out our website audit checklist.

Staying on top of what’s happening in web design only benefits your organization. Here are nine of the hottest web design trends hitting the internet in 2023.

To Redesign or Not Redesign, That is the Question

Web design trends aren’t much different than fashion trends: innovation favors the bold, and not every style looks good on your website (or represents your business, for that matter).

You need to be conscious of your business’s branding before making decisions about your website. Consistency is the key to successful digital marketing practices.

A good website redesign builds off your branding to avoid alienating users used to your current site and how it functions. Web design specialists should utilize what you have already and create a better user experience.

As a reminder, a good website redesign improves more than the look and feel of your website: expect improved SEO, more responsiveness, and increased speed afterward.

Hopping on the latest trends isn’t a viable option all of the time, but most marketers believe that you should redesign your website every three years. If it’s been a while since you refreshed your website, now is the perfect time to contact the website design pros at The Loop Marketing for an upgrade. Here are a couple ideas to get you started.

9 Web Design Trends to Increase User Engagement

A website should be something you love and are proud to show off. The following nine web design trends are at the forefront of contemporary style, so understand that not every option fits your business website.

Use them as inspiration as to how you could include elements of each within your current website design project.

1. Going retro

laptop showing Mr. Beast shop website

Like they always say, what’s old is new again. From the return of the original Spider-Men to low-rise jeans, Y2K is back.

And while the internet of that time won’t ever exist again, websites are leaning into the Y2K aesthetic, banking on nostalgia to attract new leads to their business.

Pixelated icons, loading bars, and AOL instant messaging knockoffs. The only thing missing from websites utilizing the Y2K aesthetic is a dial tone and being kicked off the internet because your mom needed to call your aunt.

Websites are capturing a moment in time, hoping to connect with users on a deeper level. The same way that emo playlist on your Spotify brings you back to your 9th-grade school portrait with the swooping haircut and Hot Topic t-shirt.

Nostalgia goes a long way for only a short amount of time. There’s a reason many trends fade away, so hitching your wagon to a completely retro site might require you to push up that website redesign sooner than you’d like.

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2. Shopping experience gets personal

laptop with Google Chrome browser open to looking through women's formal dresses and the personal stylist chat open

Ever wish you had a personal shopper? Thanks to the evolution of artificial intelligence, online retailers can now provide you with a personalized AI shopping bot.

This technology isn’t new per se, as you’ve probably seen Macy’s chatbot or Amazon’s suggested purchases before. But thanks to the advances in AI technology, users can now interact with these virtual assistants like never before.

A recent study of AI shopping assistants revealed that 20% of the total interactions were related to product discovery.

Software like Mona aims to create the world’s most personal mobile retail shopping experience through customer interactions and learned personalization. Other AI tools like Style DNA and InteliStyle provide customers with personalized stylists.

For 2023, expect to see fashion retailers and eCommerce platforms integrate AI tools like this on their sites, as it allows customers to build brand trust 24/7 without needing humans behind the scenes. 

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3. Minimalist beauty over basic templates

laptop with Google Chrome browser open to Isle of Arran Cottage website. Website background is the view of a cottage on the coast of an Irish town in the fall from the water with a second hill in the background

Gone are the days of tacky websites clogging up your internet speed with flash animations and an overabundance of gifs. 

2023 is the year of minimalism.

When we often think of minimalism, we envision black-and-white photography or boring typefaces. For website design trends, that’s not the case. Minimalism is keeping your website design simple and functional.

A famous example of this trend is the revamped TED website. Nothing flashy about it, but everything is clean and easy to navigate, and everything you want to find is available within just a few clicks.

50.8 Shop’s website is another excellent example of minimalism done well. Again, nothing is over the top, just the fundamental elements, colors, shapes, and textures.

The tricky part about minimalist design is remembering that simplicity differs from basic. According to Adobe, 59% of consumers prefer a beautiful design over something simple. It’s a fine line between minimalism and basic, and it’s in the hands of your web design team to figure that out.

Internet users want simplicity (as seen by a.i. shopping assistants, SIRI, etc.), so designing your website with that in mind puts you ahead of the competition.

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4. Emphasis on product photography

laptop with Google Chrome browser open to Website has a dark brown background and white text. Hero image shows a jar of Silv crunchy peanut button and a jar of Silv creamy peanut butter floating with peanuts shooting forward in the background. Text reads "No Junk Peanut Butter" followed by a "shop now" button.

They say not to judge a book by its cover, but when 75% of online shoppers rely on product photos to make a purchase, I think there might be a lot of judging.

According to Etsy, 90% of shoppers’ purchase power comes from good photos. In 2023, the emphasis will be on stunning, attractive product photography.

With eCommerce platforms competing against retailers such as Amazon and Walmart for selling the same products, the biggest difference maker you have is the ability to market your products.

Thankfully, with the advances in cell phone photography and the ability to purchase cheap lighting equipment, you don’t need thousands of dollars to take stellar product photographs.

If you’re looking for tips on taking great photos with your camera, here are 6 ways to make the most out of your camera phone.

Eye-catching product photography will continue to be one of the essential elements in eCommerce web design as most consumers continue to look for products to pass the eye test before purchasing.

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5. Get in the game

Laptop with Google Chrome browser open to Halo Top Goal Website has a light pink background, Halo Top logo and "The Goal Getter" in white in the top left. Pint of Halo Top Strawberry on the left of the screen and a pint of Halo Top peanut butter on the right of the screen. Halo Top lid is floating over text in the middle of the screen. Text in darker pink in the middle reads "Let's get started! It takes 66 days to form a new habit, and we're here to help. Set a daily goal and treat your way to success." Dark Pink button under text says "Get Started"

Gamification is everywhere. From the badges you earn in Apple Fitness to the awards given for brushing your teeth with Oral-B, almost every product you purchase these days includes something to keep you using it.

If you haven’t already instituted gamification in some way on your website or eCommerce store, 2023 is the year to do it.

And if you don’t believe me, check this stat out. Finances Online conducted a study that revealed that companies that utilize gamification reached up to a 700% increase in conversion rates.

Gamification includes challenges, rewards, and loyalty programs for using your website/product. 

Apple’s fitness app is an excellent example of gamification as it tracks your workouts, gives you awards, and even lets you compete against your friends. Starbucks’ loyalty program is designed to keep you returning to their store.

An easy way to include gamification for your website is through online quizzes. They’re easy to make, simple, and fun to complete. There are a ton of viable online quiz makers online, and it provides one of the best ways to capture email leads.

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6. Getting off the grid

Open laptop with Google Chrome browser open to Whistle Pig Whiskey website. Website has a charcoal grey, wood-texture background with Whistle Pig logo in the top center. In large, white, serif font, text is two lines and centered and reads "Big Age Statements, Bold Experiments". Text slightly overlaps image of woman looking at clear liquid in large test tube.

Whether it’s layered content boxes or text overlapping images, website design is not limited to a set grid anymore in 2023.

While grids are an essential part of UX design, they ultimately lead to copy-paste websites and the loss of creativity.

Expect to see little things like unique animation effects, parallax scrolling, and containers used as designers continue to find ways to make their websites stand out.

Just remember, if you plan on breaking the grid for your website, everything still needs to be functional and easy to navigate. When sites become too experimental or cluttered, the user experience is worse thus leading to fewer conversions and return visitors.

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7. Keeping it casual

Open laptop with Google Chrome browser open to Drink Website background is a yellow cooler filled with ice and 3 different cans of tea: one green, one orange, one yellow. Halfday logo in coral orange block letters with solid black drop shadow is centered at the top of the site. Lime green thin banner at the top advertises free shipping on orders over  and Subscribe and get free shipping + 10% off. In yellow, groovy text, towards the bottom left of the main image, text reads "Classic iced tea flavor, gut-healthy benefits" followed by a white "shop now" button below. Under image is a wavy solid white background that says "Halfday uses cookies. Are you cool with that?" Learn More, Accept

Thanks in part to the rise of social media and the ubiquity of the internet in our daily lives, websites have gotten more casual.

The web isn’t just a place for academics, financiers, and tech nerds, it’s for everyone. Websites are turning to more casual language and design to attract and keep customers. Gone are the days of generic templated submission success or error messages.

I hate to really even call this a trend because, as the internet becomes an even more integral part of our day-to-day, the more casual websites will become. Just like clothes, casual web design is here to stay and will be seen as more normal with each generation.

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8. Social proof and testimonials

Open laptop with Google Chrome browser open to Website has a very light pink background with the slack menu on the top. Page heading reads in black, san-serif font "Inspiring stories, real Slack customers" Under heading on the right is a darker pink rectangle with round end with a screenshot of a slack message. On the right is the logo for Kiva about the quote from the company and a hyperlink to "Read story"

For 2023, expect more and more web designers to include social proof/testimonials at the front of their websites. Data proves that customers rely on consumer reviews before making a purchase.

One study revealed that “72% of consumers will take action only after reading a positive review.” That’s a wildly high number to think about and is especially important when competing against other options.

Ahref utilizes customer testimonials on their homepage to showcase their customers’ happiness.

Another great example is Slack’s customer stories page. Notice that the first thing you see when clicking on the link is a strong quote from a well-known brand in oversized text. Putting customer reviews and social proof front and center on your website helps build trust between your brand and customers.

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9. Making it accessible

One out of five people is currently living with a disability which means your website design needs to be accessible for everyone. In 2023, expect more websites to improve accessibility as users will find themselves seeking improved individual user experiences.

Countries around the world have adopted the Web Content Accessibility Guidelines (WCAG 2.1) encouraging website owners/developers to design their user experience with accessibility in mind. This includes a focus on improving websites for users with visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities.

Websites such as The National Federation of the Blind showcase how to properly utilize alt-text, whereas Scope uses high-contrast colors without sacrificing readability or branding.

There are numerous online accessibility tools allowing you to identify the areas of your website you need to improve.

Some of the other options on this list are good-to-haves, an accessible website is a must-have and needs to be on your 2023 checklist of website upgrades.

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Ready for a website redesign? The Loop Marketing is here to help.

Whether a simple website redesign or a complete overhaul, The Loop Marketing team’s design experts are here to help. We work with your business to build a streamlined website that feels modern and remains responsive over time.

Click here for a free website redesign consultation.

author avatar
Alaina Halsey
Our Projects and Creative Manager, Alaina Halsey, graduated from Ball State University where she studied journalism and telecommunication focusing heavily on advertising design and social media. After building influencer programs and working with social media and branding in a variety of capacities, she brings with her an extensive knowledge of social media, user experience, and design in addition to her brand design and project management expertise. In her spare time, she enjoys traveling, spending hours on Instagram and TikTok, going to baseball games, exploring Chicago, and learning how to cook.