Website Design vs. Presentation / Pitch Deck Design
Why One Size Doesn’t Fit All and How to Optimise for Open, Engaging Exploration vs a Controlled, Linear Journey
When designing information transfer to drive sales conversions (bottom of the funnel) or boost brand awareness (top of the funnel), many businesses make a critical mistake, treating their website like an online pitch deck.
While both serve to communicate your brand’s value and the unique problems your product / service solves, they operate in fundamentally different ways.
A pitch deck is a controlled, linear narrative designed to lead an audience step by step toward a conclusion. A website, on the other hand, must be flexible, intuitive, and adaptable, allowing users to enter from any point, explore freely, and find what they need on their own terms.
Understanding the differences between these formats is essential to creating a digital experience that truly works for your audience.
1. The Nature of Control: Linear vs. Open Exploration
Most importantly, a presentation or pitch deck is structured to tell a story in a fixed sequence.
Each slide builds on the previous one, creating a narrative arc. This allows you to carefully control the information flow, ensuring that your audience receives key messages in the order you intend.
A website, however, is designed for open-ended exploration. Users don’t necessarily land on your homepage first, nor do they follow a predefined path. Some may arrive via a Google search to a blog post, others might click an ad directing them to a landing page, and some will navigate directly to your pricing page. Each visitor has a different intent and arrives with a different level of knowledge, and your website must accommodate all of them seamlessly.
2. Information Architecture: Static vs. Dynamic
A pitch deck or presentation communicates information in a confined, structured and sequenced format. The reader processes the content in a single session, following a carefully crafted order of information exposure.
A website, however, must be dynamic and adaptable, often catering to different audiences, who are at different stages of the sales journey simultaneously. It must provide multiple navigation paths, clear CTAs (calls to action), and an intuitive structure that allows users to self-direct their journey based on their needs and interests.
For example, an investor viewing your pitch deck wants a high-level overview, financials, and market potential. Meanwhile, a potential customer visiting your website may be looking for detailed product specs, testimonials, or case studies. A one-size-fits-all approach just won’t cut it!
3. The Mobile Factor: Static vs. Responsive Design
Another major difference is how these formats adapt across devices. A pitch deck is typically created in a fixed landscape format, optimised for large screens. While PDFs may be viewed on mobile, they aren’t designed to reflow content dynamically.
Websites, on the other hand, must be fully responsive, reshaping content based on screen size, orientation (i.e., portrait or landscape rectangle), and user behaviour. Mobile users now account for the majority of web traffic, making adaptability a necessity, not an afterthought.
Designing for the Right Medium
When translating the ideas from your pitch deck into a website, rethink the structure, user journey, and adaptability.
A website isn’t just a digital brochure, it’s an interactive experience that must serve a wide range of users at different entry points. Prioritising clear navigation, responsive design, and audience-focused content will ensure your website works as an effective, engaging tool rather than a rigid presentation.
Would you like a website that works for your users, not against them?
Start by designing for exploration, not just storytelling.
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