There’s a scene that plays out with unsettling frequency in any agency. The client walks into a meeting, opens their laptop, points to a competitor’s website, and says: “We want one like that, but better.” Or, in equally popular variations for sites already live: “We want to change the colour, it’s starting to look dated”, “Let’s add a button here”, “Let’s take this page down”.

For a while, Claude wasn’t a tool most designers naturally gravitated towards.Designers are visual by nature.

There is only one way to close the year on the Softway blog: by writing about what has truly transformed the way we create, think, and deliver value every day. The topic that has had the greatest impact on our work shaped our internal discussions, influenced proposals, and redefined expectations - both ours and those of our clients.

Developing a good website begins long before writing the first line of code or choosing the ideal design. The first step is the briefing - the moment when all the essential information about the project is gathered.

User experience is shaped by how each visual element, interaction, and design decision influences the perception and understanding of the interface. Graphical user interfaces are not limited to executing tasks and/or operational functions; they serve as a medium for users to explore, process, and assimilate information through cognitive and emotional processes (Van Gorp & Adams, 2012).

That is the (big) question! In an increasingly digital world, having a website is no longer an option, but a necessity.

Skeuomorphism. The word sounds like something you'd hear in a dermatology textbook, or maybe a dark spell from a Defence Against the Dark Arts class at Hogwarts. But it’s actually a technical term tied to a deeply human instinct: the desire, or impulse to make the digital feel physical, real, almost touchable.

When it comes to search engine optimisation (SEO), one question often sparks debate: what matters more – Technical SEO or Content SEO?

“Content is king.” We’ve heard it so often it almost feels cliché. But in 2025, with AI-generated articles flooding the internet, SEO strategies obsessively chasing keywords, and countless blogs regurgitating the same tips, trends, and “10-step guides,” the question arises: if content is king, why does it all sound the same?