Many websites rely on vague, abstract illustrations to explain their product. Van Dyck argues this fails to build trust or clearly communicate value, advocating instead for product screenshots, video walkthroughs, and interactive demos to make the offering tangible and compelling.
The analysis reveals a common mistake of gating product access behind a mandatory sign-up wall. Van Dyck suggests this creates unnecessary friction, especially when competitors offer a 'try before you buy' experience, which can dramatically increase adoption rates.
Several companies exhibited a disconnect between their visual identity and their stated mission or target market. For example, a 'people-focused' recruiting tool used a cold, brutalist design, while an enterprise call center solution had a consumer-app feel.
The review of TheHog.ai demonstrates how poor attention to detail—inconsistent UI, poorly formatted text, and unbelievable testimonials—can destroy credibility. Van Dyck stresses that every element of a website contributes to the user's perception of the company's quality.
Keep pulling the thread on Jorn van Dyck.