What Makes Your Website Stand Out - Animation

Part 3: Animation That Adds (Not Annoys)

Animation can turn a website from static and forgettable to engaging and memorable—but only if it’s done right. There’s a fine line between an interactive moment that makes a visitor smile… and a distracting experience that sends them hunting for the back button.

When I built the homepage for a fictional local electrical business, I knew I wanted the animation to do something. Not just look cool. So I designed an interactive moment that makes it feel like the user is standing in the dark with a flashlight, searching for a light switch. When they find it and flip it, the site "turns on."

It’s a playful nod to the industry—but more importantly, it’s a user-first decision.

Here’s how I approach animation when building websites: purposefully, accessibly, and with just enough flair to leave an impression.

Animation Should Support the Story (Not Be the Story)

One of the most common mistakes I see is animation for the sake of animation—things spinning, bouncing, or fading just because someone can. That kind of movement doesn’t tell a story, and it usually pulls focus from the stuff that matters.

In this electrical business build, the flashlight effect makes perfect sense. It reinforces what the company does: bringing light to dark spaces (literally and metaphorically). It sets the tone for the user: this brand is approachable, clever, and has a sense of humor—but still does things with precision.

If the animation doesn’t add context, create emotion, or improve understanding, it probably doesn’t belong.

Ask: Would this still be a strong homepage without the animation? If the answer is yes, and the animation enhances that, you’re in the right territory.

Respect the User’s Attention (and Their Time)

Animation should guide, not interrupt.

Everything I added to this site had to earn its place:

• The flashlight-to-light-switch interaction happens once and can be toggled on/off

• Buttons and icons glow softly when hovered—just enough to show they’re interactive

• Sections slide in gently or fade as you scroll, keeping the rhythm fluid

The site isn’t trying to wow people with gimmicks—it’s creating a sense of movement that feels natural and confident.

This is especially important for businesses like this one, where the services are essential and practical. Animation should reinforce professionalism and reliability—not distract from it.

People decide whether to stay on your site within a few seconds. Don’t use that time making them wait through animations they didn’t ask for.

Accessibility Isn’t Optional (and Motion Sensitivity Is Real)

A good animation experience doesn’t just look cool—it works for everyone. That means keeping accessibility front and center, especially when motion is involved.

Here’s how I handled it:

• Users with "prefers-reduced-motion" settings get a simplified experience

• The animation doesn’t auto-loop or force attention

• There’s enough contrast and timing to avoid disorientation

• No flashing, blinking, or quick strobing effects—ever

Motion triggers aren’t just an edge case. For people with vestibular disorders, ADHD, or other neurodivergent needs, too much movement can make your site physically uncomfortable or impossible to use.

And here’s the thing: building with accessibility in mind doesn’t take away from the creativity—it forces better choices. The result is a site that works harder and reaches more people.

ADA compliance isn’t just about alt text and color contrast—it includes animation, too.

Use Animation as a Layer (Not a Crutch)

Animation works best when it’s layered in as part of the overall experience—not slapped on top as a feature. For this electrical business, the animation isn't the star of the site. The content, services, and calls-to-action still lead.

But the animation adds polish. It makes the experience feel more fluid, more modern, and more intentional. Visitors may not walk away saying “Wow, great animation”—but they will walk away with a sense that the business has its act together.

Subtle animation throughout the homepage included:

• Light gradients shifting slightly in dark mode

• Icons that softly illuminate on hover

• CTAs that pulse just once when they load—then stop

None of it is necessary. But all of it helps.

✨ The best animation doesn’t demand attention. It deserves it.

Performance Still Matters

All the clever moments in the world mean nothing if your site is slow.

Before launch, I optimized every piece of the animation:

• No video backgrounds or Lottie files weighing things down

• CSS-based transitions over heavier JS animations whenever possible

• Assets compressed, motion toggles tested, and performance scores checked

This site loads fast, even with the interactivity—and that’s the goal. Animation should elevate the experience, not delay it.

A spinning loader doesn’t feel like animation. It feels like waiting.

Thinking About Adding Animation to Your Site?

Whether you're dreaming up something bold or wondering if your current animation is doing more harm than good, I’d love to take a look. Animation should be fun, functional, and accessible. If it’s not all three, let’s fix it.