A Website Designer's Perspective on Modern Web Design Trends
Over the past few years, we have reviewed websites for contractors, engineering companies, manufacturers, safety equipment suppliers, renovation firms, and various service businesses across Singapore.
One trend we have noticed is that many newly built Vercel websites are starting to look remarkably similar.
This observation is not meant as criticism of Vercel itself.
In fact, Vercel is one of the most powerful and flexible website deployment platforms available today.
However, many business owners are surprised when we point out that websites built for completely different industries often end up sharing almost identical layouts, design styles, and user experiences.
The question is why.
Why Do Many Vercel Websites Look Similar?
The answer is not Vercel.
The answer is how websites are being designed today.
Modern website development has become significantly faster thanks to:
- AI assisted coding tools
- Component libraries
- Design systems
- Landing page templates
- Open source UI frameworks
- Ready made website kits
These tools help developers build websites more efficiently.
However, they also create an unintended consequence.
When thousands of developers use the same resources, many websites begin to look alike.
The Rise of the "AI Startup" Design Style
If you spend time browsing modern websites, especially those built within the last two years, you will probably notice a familiar pattern.
Many websites feature:
- Large bold headlines
- Gradient backgrounds
- Floating content cards
- Rounded buttons
- Generic icon sections
- Minimal text content
- Modern animations
- Glass style visual effects
- Similar call to action layouts
At first glance, these websites look modern and professional.
After browsing several of them, however, they start to feel almost identical.
Many business owners describe this as the “ChatGPT website look.”
Not because ChatGPT designed them, but because they follow the same modern design language commonly found across AI companies, SaaS startups, and technology products.
The Problem With Following Design Trends Blindly
One of the biggest mistakes businesses make is assuming that what works for a software company will automatically work for every industry.
A technology startup and an engineering company serve very different audiences.
A software company may benefit from:
- Product demonstrations
- Interactive interfaces
- Minimalist layouts
- Technology focused visuals
An engineering company, contractor, or manufacturer is often evaluated differently.
Their customers are looking for:
- Experience
- Certifications
- Completed projects
- Industry expertise
- Product capabilities
- Proven track record
When a traditional business adopts the exact same design style as an AI startup, it can sometimes make the website feel less credible rather than more professional.
Our Experience Reviewing Business Websites
As a website design and Google Ads agency, we regularly audit websites before proposing redesigns or marketing campaigns.
Over the past year, we have reviewed a growing number of Vercel websites across different industries.
One observation remains consistent.
Many websites look modern, but they do not always communicate the business effectively.
We have seen:
- Engineering firms using layouts designed for SaaS companies
- Manufacturers using startup inspired landing pages
- Contractors using highly simplified homepage designs
- Service businesses prioritising animations over trust signals
The websites look impressive from a design perspective.
However, they often fail to answer the questions customers are actually asking.
What Customers Really Want to See
Most customers are not evaluating your website based on whether it uses Vercel, Next.js, React, or the latest design trend.
Instead, they want to know:
- Can this company solve my problem?
- Do they have relevant experience?
- Have they completed similar projects?
- Can I trust them?
- How do I contact them?
These questions influence buying decisions far more than gradients, animations, or visual effects.
Why Simplicity Often Performs Better
After reviewing hundreds of websites across multiple industries, we have found that the highest performing websites are usually not the most visually complicated.
Instead, they focus on:
Clear Service Positioning
Visitors immediately understand what the business does.
Strong Proof of Experience
Projects, case studies, certifications, and testimonials are prominently displayed.
Industry Specific Content
The website speaks directly to the target audience rather than using generic marketing language.
Easy Navigation
Users can find information quickly without unnecessary distractions.
Clear Calls to Action
The next step is obvious whether it is requesting a quotation, making a phone call, or submitting an enquiry.
These fundamentals consistently outperform trendy design effects when the goal is generating enquiries.
Vercel Is Not the Problem
It is important to be fair.
Vercel itself is not responsible for websites looking similar.
The platform provides exceptional flexibility and allows developers to create highly customised digital experiences.
A talented design team can build a completely unique website using Vercel.
Likewise, a poorly planned website can look generic regardless of whether it is built on Vercel, WordPress, Shopify, or any other platform.
The issue is not the technology.
The issue is relying too heavily on templates, AI generated layouts, and design trends without considering the business behind the website.
How Businesses Can Avoid Looking Like Everyone Else
Before choosing a design style, businesses should ask themselves a few important questions.
What Makes Our Company Different?
Most websites fail to communicate their unique strengths.
What Information Do Our Customers Actually Need?
Different industries require different trust signals.
What Proof Can We Show?
Case studies, certifications, project photos, and testimonials often carry more weight than visual effects.
What Action Should Visitors Take?
Every page should support a clear business objective.
When these questions are answered properly, the website naturally becomes more distinctive and effective.
Frequently Asked Questions
Why do many Vercel websites look similar?
Many Vercel websites are built using similar component libraries, templates, design systems, and AI assisted development tools. This often results in similar layouts and visual styles.
Is Vercel limiting website creativity?
No.
Vercel is one of the most flexible website deployment platforms available today. The similarity comes from design choices rather than platform limitations.
Can a Vercel website look unique?
Absolutely.
With the right design strategy and custom development approach, Vercel can support highly original and distinctive websites.
Are AI generated website designs bad?
Not necessarily.
AI can speed up development and provide useful starting points. However, businesses should avoid relying entirely on AI generated layouts without considering their branding, industry, and customer expectations.
Should service businesses follow SaaS design trends?
Not always.
Service businesses often benefit more from showcasing experience, projects, expertise, and trust signals rather than adopting startup style layouts.
What matters more than design trends?
Clear messaging, strong trust signals, relevant content, user experience, and a simple enquiry process typically have a greater impact on business results than visual trends.
Final Thoughts
Modern website design has become more accessible than ever.
The downside is that many websites are starting to look the same.
While Vercel provides an excellent platform for building modern websites, businesses should avoid relying solely on templates, component libraries, and AI generated layouts.
A website should reflect the strengths, expertise, and credibility of the company behind it.
After reviewing websites across multiple industries, we have found that the businesses generating the most enquiries are rarely the ones chasing the latest design trends.
They are the ones that communicate their value clearly, build trust quickly, and make it easy for customers to take the next step.
That is what ultimately separates a good looking website from a high performing website.
