Why do so many blogs look the same?
If you’ve been snooping around the internet for a while, you’ll start to get a bit blog-blind.
What do I mean?
Well, think: what was the last blog you visited that really stood out? Are you getting so lost in a haze of hyper-feminine brush text that you can’t even read what the blog title is? Or have you seen the same image so many times that you get déjà vu every time you go online?
Here are a few reasons why we’ve started to look the same.
The Internet has grown up
Back in the day, web designers used to let rip… with weird results.
Now that the Internet has grown up, and every established company has a web property and knows how to squeeze every last cent out of it, there are established conventions that are more or less followed when designing websites.
These conventions make websites and blogs easy to read, understand and navigate. It might be boring, but it’s generally for the best.
We’re copying one another
Yep, we’re just plain old copying each other. On purpose. You’ve seen a successful blogger whose site you love, so you’ve gone out and found a template that looks like it.
Like when you see someone in a dress you love, so you go find it, buy it, and then dread running into them when you’re both wearing the same thing.
Hey, the truth is that this is a natural by-product of the lowered barrier to entry that web publishing has experienced. Most bloggers are simply regular people who like to write, not coders. Creating a fantastically unique site from scratch would be impossible for them, just like most people go shopping instead of designing and sewing their own clothes, and that’s ok; after all, you don’t expect everyone to walk around naked just because they can’t run up a frock on their own.
Unless you’re developing your site from scratch, you’ll probably end up bumping into someone who’s wearing your dress. Just try to customise it a bit so it’s not so obvious (think chunky jewellery… and by that I probably mean changing your fonts, colours and widgets).
We’re all playing by Pinterest’s rules.
Ever spend any time on Pinterest?
You’ll risk overdosing on brush script fonts, flowers and PINK.
Pinterest is a huge driver of traffic to blogs, so we’re all dancing to their tune: all vertical images (usually 735 x 1103 or longer), flat lay photography, and things that women are meant to like.
Spending too much time on Pinterest gives me the visual equivalent of eating too many sugared almonds after a wedding… it hurts my teeth.
Stock photos have taken over the world
We’re all swamped with all of the things we’re told we need to do for the sake of our blogs. Is it any wonder we have no time or energy to take our own photos?
I’m not going to knock stock photography. With my other blogs, especially when I first started, I’m not gonna lie – my photography stank. I’m a writer and a painter. I’m not a photographer. So yes, stock photography has saved many a blogger’s butt, including mine.
But… I’m sick of seeing the same photographs over and over andoverandoverandover. I’m sure you are too, or you will be once you start hanging out on Pinterest more. If you need to use a stock photograph, try to make sure it’s one that hasn’t been overused, or try to edit, crop, flip or change it a bit to be more personal.
This is one that’s easy to get wrong, as even if you source a little-used photograph for your article, it can become popular after the fact. However, if you’re settling on the first few images that pop up in Canva, then you can be sure that lots of people are doing the same.
That’s why we’re all starting to look the same…
There’s nothing wrong with focusing on what works well when it comes to blog design and using those principles for yourself. Still, we ought to try for a bit of originality… although remember, the thing has to be legible if you want to actually get and keep readers.
Personally, I’m pushing it a bit with my current typeface of choice – it’s nearly illegible but I love it! Very, very naughty.
Well, what do you think? Is looking the same a good, or bad thing?
Further reading:
Why You Probably Shouldn’t Start A Blog
How Bloggers Fake Popularity (And How You Can Do It Too)
How To Name Your Blog Without Sounding Like A Fool
Rise Of The Bots: Why Your Auto DMs On Twitter Aren’t Fooling Anyone
The Psychology Of Blog Post Titles: How Being Mean Gets You Readers
June 15, 2021 at 8:57 pm ·
hmmm I happen to think it’s more than that. there seems to be a cut and paste almost “religious” cult type blog that shows up almost every time you search for something. like there’s a pyramid scheme type blog with a group of pyramid scheme type women all in on the punchline and readers not. they literally all look like this: https://overthebigmoon.com/diy-produce-stand-for-under-30/ like they’re all in a cult.
December 8, 2022 at 12:04 am ·
I think it’s because the bar has been lowered so much. Too many bloggers don’t have the skills to write or do layout. Virtually no one knows how to proofread. In looking at food related blogs and product review sites, I know that many of them are using a template. They also tend to have the same copy, maybe with some slight variations. I’m assuming they’re getting this copy from ad agencies or manufacturers. Possible it’s all auto-generated. In many cases, I get the sense that English is not the author’s first language. The copy can be really strange at times. Maybe the ‘writers’ are just plain ignorant and are just chasing that mythical dream of making money being an affiliate. Whatever, it’s frustrating.
December 8, 2022 at 9:05 am ·
Yes, a lot of copy is submitted by external sources and agencies will want to maximise profit by using cheaper labour in countries where English isn’t the first language. They churn out articles that are weird and sometimes just incorrect in order to fit a paid link or two into it. It’s a job for bloggers, after all, so I can’t hold it against anyone who takes on a few posts like this, but when it’s the majority of the material on the site it’s very offputting, and even one janky post can damage your credibility with readers. I do feel for food bloggers who have to write up a very long-winded story at the start of the post to generate a lower bounce rate and higher ad revenue to make posting a recipe worthwhile, knowing that people are going to complain about having to read past it all to get the bit they want.