How 5 Popular Websites Evolved in the Last Decade [+ Tips for Designers]
The world of web design moves fast. Visual styles come in and out of fashion, user expectations change, and technology advances at a rapid clip. What looked modern and cutting-edge just a few years ago can quickly become dated and stale.
Even today‘s biggest and most successful websites are no exception to this rule. The sites we know and love today, from Apple to Amazon to LinkedIn, have gone through major evolutions and numerous redesigns to get to where they are now.
By looking back at how these sites have changed over the past decade, we can learn valuable lessons about web design trends and best practices. We‘ll also uncover timeless principles for creating effective, user-friendly websites that stand the test of time.
In this post, we‘ll take a visual tour of how 5 popular websites—HubSpot, Apple, Amazon, LinkedIn, and BuzzFeed—transformed between 2012 and today. For each site, we‘ll evaluate what design changes worked well, which ones fell flat, and extract key takeaways you can apply to your own web design projects.
Let‘s dive in!
1. HubSpot
First up is the website of marketing software giant HubSpot, which has undergone quite the transformation since 2012. Take a look at the progression:
[Include images of HubSpot.com homepage in 2012, 2017 & 2023]2012 Version
Back in 2012, HubSpot‘s homepage was very text-heavy and product-focused. The site tried to pack in tons of information about features, customer success stats, and more—but ended up looking cluttered as a result.
While the design incorporated persuasive elements like customer logos and a video, the busy layout made it hard to identify a clear message or call-to-action. The site also lacked a strong visual hierarchy to guide visitors through the content.
2017 Version
Fast forward to 2017, and we see a much cleaner, streamlined design. This iteration leverages more whitespace for enhanced readability. The copy is significantly pared down to focus on a single, powerful value proposition.
Visually, HubSpot‘s signature orange brand color is used more strategically as an accent, and the hero image now features a person to add warmth. The main call-to-action is also simplified to a single "Get HubSpot free" button.
That said, the centered text layout is a bit uncomfortable to read, and the light text on a bright background lacks contrast.
2023 Version
Finally, let‘s look at HubSpot‘s current website. The design is clean, minimal and puts the product front and center with a crisp dashboard visual.
The headline copy is benefit-focused and addresses common concerns, using phrases like "powerful and easy to use." The primary CTA is prominently placed with a contrasting color to draw the eye.
This version also improves readability with left-aligned text, a healthier dose of contrast, and abundant white space. The simplified navigation and footer complete the polished, modern look.
Key Takeaways
– Prioritize simplicity and clarity in your web design to avoid overwhelming visitors
– Use visuals purposefully to highlight your product/service and its value to users
– Make text easy to read with high contrast, sufficient spacing, and a comfortable layout
– Limit your calls-to-action to guide visitors to the most important next step
2. Apple
Next, let‘s see how Apple‘s iconic website changed from 2012 to present. While the company is renowned for its design prowess, its website wasn‘t always the sleek, minimalist masterpiece it is today.
[Include images of Apple.com homepage in 2012, 2017 & 2023]2012 Version
Apple‘s 2012 homepage is very product-centric, with a prominent feature carousel showcasing the latest iPhone, Mac, and iPad releases.
The visuals are polished and the copy concisely conveys key product benefits. Navigation is clear and intuitive, guiding visitors to learn more or buy.
However, below the fold the site starts to get cluttered with multiple rows of product promos. With no clear visual hierarchy, it‘s difficult to discern what to focus on.
2017 Version
In the 2017 version, Apple embraces a "less is more" approach. The design is dominated by a single hero product visual with minimal copy.
Rather than cramming the page with every product category, this iteration relies on intuitive top navigation to help users explore the full catalog. The mega dropdown menus provide a scannable overview without overwhelming.
2023 Version
Apple‘s current site takes the minimalism even further. The design is practically sparse, featuring generous white space and only essential messaging.
The hero section is modular, neatly showcasing 2-3 featured products or promotions. Thoughtful animation and interaction design adds a touch of delight and polish.
Importantly, this version introduces clear calls-to-action to "Learn more" or "Buy" directly within the hero section. The simple, obvious next step makes it frictionless for motivated buyers to move forward.
Key Takeaways
– Embrace white space to create an uncluttered, focused experience
– Use clear, action-oriented CTAs to guide visitors to convert
– Leverage subtle animations and interactivity to elevate your design
– Make navigation descriptive and intuitive to facilitate deeper browsing
3. Amazon
As the quintessential online retailer, Amazon‘s website is laser-focused on enabling product discovery and smooth transactions. But the site‘s design has come a long way since its early days as a bookseller.
[Include images of Amazon.com homepage in 2012, 2017 & 2023]2012 Version
In 2012, Amazon‘s information-dense homepage resembled a virtual yard sale of sorts. While you could find pretty much any product imaginable, sifting through the clutter was an overwhelming task.
The site lacked a clear visual hierarchy to focus the eye, and elements felt haphazardly thrown together. Though practical features like the search bar and shopping cart were present, aesthetics seemingly took a backseat to sheer utility.
2017 Version
By 2017, Amazon introduced some welcomed updates to tame the chaos. A cleaner, more intentional grid layout organized products and promotions into distinct, digestible sections.
The design also added a left sidebar navigation to provide clearer pathways into different product categories. Ample whitespace gave the eye a visual reprieve between sections.
2023 Version
Amazon‘s current iteration preserves much of the 2017 framework, but with a more polished, unified aesthetic. The design strikes a better balance between showcasing a wide product selection while maintaining clarity and emphasis.
Thoughtful details, like badging top-selling or trending items, and featuring editorial product roundups, create a more curated, engaging browsing experience. The design is packed with information, but organized in an approachable manner.
Key Takeaways
– Use a grid layout to organize content into scannable, digestible chunks
– Leverage sidebar navigation to provide easy access to key product categories
– Create a clear visual hierarchy to focus attention on priority content
– Include editorial roundups and badging to aid in product discovery
4. LinkedIn
Professional networking platform LinkedIn has come a long way since its early days as a no-frills recruitment tool. As the product expanded from a jobs database into a full-fledged social network, its website design had to evolve in tandem.
[Include images of LinkedIn.com homepage in 2012, 2017 & 2023]2012 Version
Back in 2012, LinkedIn‘s homepage was dominated by a busy sign-up form. With its clunky input fields and lengthy copy, the page looked more like a registration gauntlet than an inviting entry into a social network.
There was no clear value proposition conveying what LinkedIn actually offered, or why a user should bother signing up. Overall the design lacked any storytelling or persuasive elements to make a case for the product.
2017 Version
LinkedIn‘s 2017 homepage stripped the design down to a single background visual and minimalist sign-in module. While the image collage provided a high-level view of the product‘s features, it felt a bit disjointed and ambiguous.
Users had to connect the dots themselves to understand how LinkedIn could benefit them. Though the simplified layout was a step in the right direction, the design still lacked a coherent narrative and strong call-to-action.
2023 Version
LinkedIn‘s current site strikes an effective balance between form and function. The design is grounded in a bold, benefit-focused headline that clearly positions the value of the platform.
An eye-catching illustration serves as a visual aid to communicate LinkedIn‘s core use cases. The illustration style also gives the page a modern, approachable look and feel that suits the brand.
The sign-in module is elegantly integrated into the hero area, making the barrier to entry feel low. Additional sections below concisely showcase LinkedIn‘s key features through a mix of crisp visuals and succinct copy.
Key Takeaways
– Open with a clear, benefit-focused headline to convey your value prop
– Use illustrations to visualize abstract concepts or explain your product
– Make sign-up forms as short and unintimidating as possible
– Include punchy feature highlights to further communicate your offering
5. BuzzFeed
Last but not least is BuzzFeed, the digital media trailblazer known for its viral content and trendy listicles. Let‘s see how the design of this new-age publisher evolved since 2012.
[Include images of BuzzFeed.com homepage in 2012, 2017 & 2023]2012 Version
BuzzFeed‘s 2012 homepage felt cluttered and erratic. With a mishmash of colors, photos, and typographic styles, the design lacked any cohesive art direction or brand identity.
Different content modules were crammed together with little breathing room in between. The experience was more akin to sifting through a crowded bulletin board than perusing the front page of a thoughtful publication.
2017 Version
The 2017 version introduced some semblance of order, with a cleaner modular layout and ample white space. The design leveraged cards to group related stories into distinct, digestible units.
Color was used more purposefully to create clearer content hierarchies and visual interest. The top navigation was also streamlined, though it still lacked descriptive labels for BuzzFeed‘s myriad of content categories.
2023 Version
BuzzFeed‘s current homepage demonstrates significant maturation. The design is visually engaging without being overwhelming, balancing a variety of colors, photos, and graphic treatments.
The content organization is intentional and user-friendly, with the most timely or high-priority stories placed front and center. Clear section dividers and navigational cues create an intuitive browsing experience.
The site‘s branding is also much more cohesive, with colors and typographic treatments used consistently to cultivate a distinct editorial look-and-feel. Details like author bylines and content timestamps enhance the design‘s credibility.
Key Takeaways
– Use a modular card layout to organize content into skimmable units
– Leverage color and typography purposefully to create content hierarchies
– Incorporate clear section dividers and labels to ease navigation
– Pay attention to details like bylines and timestamps to build trust
Evolve With the Times
As these examples illustrate, even the most successful websites must continuously adapt to keep up with ever-changing design trends and user preferences. What worked brilliantly a mere five years ago may fall flat with today‘s audiences.
The key is to stay attuned to shifts in the digital landscape, and be willing to question the status quo of your website design. Are you still serving the core needs and expectations of your users? Is your design intuitive and accessible? Does your site effectively communicate your unique value proposition?
By regularly auditing your site with a critical eye, you can catch elements of your design that may be past their expiration date. Don‘t be afraid to iterate, experiment, and evolve your design in bold new directions.
At the end of the day, great web design is never truly finished—it‘s an ongoing process of refinement in pursuit of the optimal user experience. By taking inspiration from leading sites and adapting to the times, you can create a website that continues to captivate and convert your audience for the long run.
