The Website Feature We Used to Love (But Don't)

1. The feature we used to love but now avoid

When we first started designing websites, animations were our go-to feature for making a site feel modern and premium. They were sleek, eye-catching, and gave every project a sense of polish that felt hard to argue with. Over time, though, we noticed something: animations aren't automatically a good thing, and in most cases they were working against us rather than for us.

We remember one project in particular, a service business homepage where every section entered with a different animation, fade-ins, slide-ups, elements that scaled into view as you scrolled. In the design review, it looked impressive. Once it launched, the client's bounce rate barely moved and time on page actually dropped slightly compared to their old, plainer site. That was the moment we started questioning an assumption we'd never actually tested: that motion makes a site feel more premium, and that feeling more premium translates into better performance. The two turned out to be unrelated, and once we stripped the animations back on a follow-up revision, the site's core numbers actually improved rather than suffering for the loss of "polish."

2. Why we now avoid animations

Animations slow down load times. They're heavy on a site's resources, adding extra scripts and processing that visitors have to wait on before the page even finishes rendering. Site speed is one of the most reliable predictors of conversion, and animation is one of the easiest ways to quietly undermine it.

They also distract users from converting. Flashy motion pulls attention away from your main message and your call-to-action, giving visitors something to watch instead of something to click. A visitor who's admiring a parallax effect isn't reading your value proposition.

And perhaps most importantly, they look cool but don't drive results. Animation doesn't reliably lead to more conversions. It can make a site feel modern on a surface level without making it perform any better on the metrics that actually matter to a business: leads, bookings, and sales.

There's also a compounding technical cost that's easy to overlook. Every scroll-triggered animation requires JavaScript to constantly monitor scroll position and fire events, which adds ongoing processing overhead throughout the entire time someone is browsing your site, not just during the initial page load. On an older phone or a device with less processing power, this can make scrolling itself feel slightly laggy or stuttery, which undermines the exact sense of polish and premium quality the animation was meant to create in the first place.

3. Focus on what moves the needle

Instead of chasing visual effects, we now prioritize clear calls-to-action, fast loading times, and a streamlined path from landing to conversion, the things that actually move visitors toward taking action. If your site is still carrying legacy animations that slow it down without earning their keep, a Maintain check-in is an easy way to strip them out without touching the rest of the design.

In practice, this shift changed how we brief every new project. Instead of asking "what animation would make this section feel more dynamic," we now ask "what's the fastest, clearest way to get this message across." More often than not, the answer is strong typography, a well-composed photo, and generous whitespace, none of which require a single line of animation code, and all of which load instantly regardless of connection speed or device.

4. When motion still earns its place

This isn't an argument for zero motion, ever. A subtle hover state on a button, or a gentle fade as content scrolls into view, can add a real sense of polish without any meaningful performance cost. The line we now hold is simple: motion should confirm an interaction the visitor already made, a hover, a click, a scroll, rather than compete for attention on its own. A button that shifts slightly on hover reassures someone that it's clickable. A section that fades in gently as you scroll adds rhythm without asking for extra attention. Anything heavier than that, autoplaying carousels, elaborate entrance effects, scroll-jacking, gets cut, because it costs more in speed and clarity than it could ever add in polish.

Scroll-jacking deserves special mention because it's one of the most damaging patterns we see, even though it's rarer today than it was a few years ago. This is when a site hijacks a visitor's scroll input and takes over the pace or direction of scrolling itself, often to choreograph some dramatic entrance sequence. It looks striking in a demo video. In practice, it removes a visitor's basic sense of control over their own browser, and anyone trying to quickly skim past a section they don't care about instead finds themselves stuck waiting for an animation to finish before they can continue. Few things frustrate an impatient visitor faster than a site that won't let them scroll at their own pace, and we've seen it single-handedly tank the session length of an otherwise well-designed page.

5. The test we now apply to every effect

Before we approve any motion for a client site, we ask one question: if we removed this entirely, would anything about the user's ability to understand or act on this page get worse? If the honest answer is no, the animation goes. It's a small discipline, but applied consistently across a whole site, it's the difference between a page that feels fast and confident and one that feels like it's trying too hard to impress.

We apply the same test retroactively during Maintain check-ins on older sites we didn't originally build. It's common to find a homepage still carrying three or four animated sections that were added at different points over the years, each individually harmless but collectively adding real weight to the page. Removing them rarely draws a single complaint from visitors, because motion that isn't tied to a genuine interaction was never something people consciously noticed in the first place, they just felt the page was a little slower and a little harder to focus on, without ever being able to say exactly why.

6. How to audit your own site for animation bloat

You don't need a developer to figure out whether your own site is carrying more motion than it should. Open your homepage on a laptop and scroll through it slowly, section by section, noting every element that moves, fades, slides, or scales as you go. Count them. If you land on more than three or four distinct animated moments across the entire page, that's usually more than enough, and likely more than a visitor's attention can meaningfully register anyway.

Then check load time directly. Run your homepage through a free page speed tool and look specifically at what's labeled as render-blocking or unused JavaScript, animation libraries are frequent contributors here. If removing a decorative script shaves even half a second off your load time, that's half a second fewer visitors bounce before your page even finishes appearing. Finally, test the page on the oldest phone you have access to, not your own newest model. Animations that feel buttery smooth on a top-tier device can stutter noticeably on a budget phone from a few years ago, and a meaningful share of any general audience is still browsing on exactly that kind of hardware.

7. What we tell clients who want the "wow" factor back

Some clients still ask for more visual flair after seeing what a competitor's animated site looks like. Our answer is consistent: show us the metrics on that competitor's site, not just the demo, because a beautiful homepage that nobody converts on isn't actually winning anything. We're happy to add tasteful, restrained motion once the fundamentals, clarity, speed, and a clean conversion path, are locked in, but never as a substitute for them. The businesses that come back to us happiest a year later are almost never the ones with the flashiest launch site, they're the ones whose site quietly kept converting long after the initial excitement of a new design wore off.

We also remind clients that competitors showing off heavy animation are often doing it because they haven't yet had the data conversation we're having with them right now. It's easy to admire a site from the outside and assume the flashy version is winning, when in reality nobody outside that business can see its actual bounce rate or conversion numbers. We'd rather build something that performs quietly and well than something that photographs beautifully in a portfolio piece but underperforms once real visitors, on real connections, with real attention spans, actually land on it.

Conclusion

Animations can make a site feel modern, but they can also slow it down and distract people from what you're asking them to do. Clear buttons and fast pages usually do more for you. Test your homepage in Google's PageSpeed Insights, turn off one decorative animation, and test again. If it's faster and nothing is lost, leave it off.

FAQ