Latest Articles
A Website That Wows, or a Website That Works?
Oh my God! What a website! Shut up and take my money! It’s impossible to resist, I can’t look away; the flashing lights, the dancing monkeys, the bells, the whistles… so modern, futuristic and waaaay ahead of its time, resistance is futile, and I’m drawn like a moth to a flame— yes the website is of pure fyah!
Big lol there. It never works out well for the moth does it? And for sure you haven’t seen any such sites in Trinidad & Tobago; it’s rare that Trinis would shell out the dollars it would require to design such grand websites, though of course, they can be built.
So, in the world of digital presence, where you have to not only be marked present, but be present, what matters most?: aesthetics or results?
The obvious short answer is both— but in the right balance. The best websites don’t just “wow” visitors; they work in measurable, strategic ways to support business growth.
Why the Question Matters at All
What do you think your Trini customer really wants in your website? In 2026, T&T’s economy remains on the brink, no USD, no oil, no gas, no CEPEP, no smooth roads— but plenty traffic tickets; plenty geo-politics and drums of war. There is absolutely nothing rosy on the horizon, but life has to go on doesn’t it? Children have to go to school, people have to go to work; we all have to take care of ‘business’ in all contexts of the word.
For sure, no business wants their website to be boring, but in the fifteen years we’ve been in business, no one ever asked for a pimped out, drop dead eye-candy website that makes you go Yeah Baby! Well it could have never happened anyway, what Trini talks like that…
Like many Trinis who search for local businesses, we roll our eyes at the many sites with ‘dat good dey’ design and content. Seemingly there is still that mindset from an era when simply having a website was enough to signal legitimacy. But for a long time now, Trini expectations have shifted. Visitors expect clarity, purpose, usability, and speed— not just a pretty homepage; and sometimes it’s a struggle to get even that.
A wowing website might get initial attention — but a working website drives outcomes:
- enquiries
- sales conversions
- trust reinforcement
- repeat engagement
In a competitive market, which we are increasingly are in T&T, websites that merely look good but fail at their core job— serving your business goals, ultimately become liabilities.
What “Wow” Actually Means (and When It Helps)
Well Trini’s don’t really say ‘Wow’, we might say ‘waay sah’ or ‘lawd oye’ or maybe only ‘ole people’ say that; then whatever the youngsters are saying now. However it often gets associated with:
- bold visuals
- creative layouts
- micro-animations (even major)
- immersive effects
- parallax scrolling
- cutting-edge aesthetics
These elements can create impact— but they are tools, not outcomes. They work best when they serve a purpose.
“Wow where it matters” might look like:
You should most likely know it when you see it; it should be hard to miss. Unfortunately in T&T, the website landscape is littered with plain looks and dated design.
- A striking hero image that makes your value proposition immediately clear
- Strategic video that tells your brand story in seconds
- An interface that feels intuitive and contemporary
- Subtle motion that aids understanding, not distracts from content
- The key distinction is that good design supports usability and comprehension. It doesn’t exist as decoration alone.
What “Works” Really Means
A website that “works” has measurable intent and purpose and is generally hard to come by. Even big companies and national brands in T&T are guilty of this. A website that works is designed to:
- communicate your value proposition clearly
- guide visitors to the actions you care about
- reduce friction in decision-making
- support your marketing and business goals
In practice, this translates to:
- strong information hierarchy
- consistent messaging
- clear calls to action
- fast page load times
- mobile-first performance
- accessibility and readability
A working website is a business tool, but the level of effort that goes behind its design is woefully lacking in T&T.
The Trini Challenge: Bridging the Gap
If you are a business owner, you’ll understand and appreciate the value of a sound website structure . The challenge for web designers like us is dragging out and that ‘value proposition’ from the minds of business owners to convert it into content for their website.
A simple way to frame this idea of value proposition that can get the thoughts flowing, is to imagine a customer in front of you who asks:
“Why should I do business with you, instead of your competitors?”
Here’s what to do when you imagine this scenario:
Write down what you would say to the customer, write every word — exactly as you would say it.
A website that’s purely artistic but neglects user goals fails at its core task. Likewise, a purely functional site that ignores aesthetics risks being forgettable and undermining credibility.
The best approach is:
-
Strategy first
-
Structure second
-
Design third
Start with the business problem. Then build the design around the solution, not the other way around.
2026 Web Design Trends to 'Wow': Helpful vs. Distracting
Here are some trends happening in 2026 — and how to think about them:
Trend: Bold Colors & Experimental Typography
Potential upside: can differentiate a brand visually
Risk: can reduce readability and slow recognition if overused
Our rule of thumb: use bold elements to emphasize, not to overpower the message
Trend: Integrated Short-Form Video
Potential upside: boosts engagement and storytelling
Risk: increases load times if not optimised
Our rule of thumb: prioritize performance and relevance — every video should have a purpose
Trend: AI-Generated Copy & Images
Potential upside: accelerates workflows and consistency
Risk: risk of generic output or losing brand voice
Our rule of thumb: AI is an assistant — you are the editor and strategist
Trend: Micro-interactions & Motion UI
Potential upside: guides user attention and adds polish
Risk: distracts if misused or slow
Our rule of thumb: motion should aid clarity, not confuse it
The Cost of Getting it Wrong
This is for completeness; there aren’t many websites in T&T that have gone the extra mile and projects that, and it’s cringing to say this cliché, ‘wow factor’ A website that only aims to wow can lead to:
- slow performance
- visitor confusion
- poor conversion rates
- missed leads
A website that only aims to work can:
- feel sterile and forgettable
- lack emotional connection
- fail to differentiate the brand
Both situations lose business, just in different ways.
How We Think About This at Forward Multimedia
Over 15 years and 100+ websites, this is the truth we’ve found:
Trinis want your website to work first, it doesn’t have to be that pretty; just enough design that it looks like your site has your attention.
And for the entire 15 years, our slogan has always been ‘building websites that work…’ We start with:
- your business goals
- your audience needs
- your industry context
Then we design experiences, not just pages.
This mindset shows up in:
- how we structure content for clarity
- how we prioritize performance over bells and whistles
- how we support you with ongoing optimization after launch
Because in 2026, a website is not just online presence. It’s a growth platform.
Conclusion
Trinis are too smart now for the ‘if you can’t beat them with brains, baffle them with BS’. A stunning homepage means little if it doesn’t convert visitors. A functional site means little if users abandon before understanding your value.
When aesthetics serve purpose and purpose guides design, you get a website that both wows and works — and more importantly, one that helps your business grow.
If you’re thinking about a website redesign or launch, start with strategy, not trends. The rest will fall into place and we will provide the guidance.
