No Surprises Please: Why We Don't Do the "Ta-Da" Design Reveal.

I'm actually sweating at the thought of it. No really.

And I think this dislike of surprises extends far beyond birthdays. It pops up in all sorts of places. Including web design.

Over the years, I've come to realise that one of the most painful parts of the traditional web design process is what I call the "ta-da" moment. You know the one: you've been working away in silence, the client has had no real input, and suddenly, it's time for the big reveal. The homepage mockup appears on the screen and everyone braces themselves.

Sometimes there's a stunned silence. Sometimes a forced smile. Sometimes a politely worded, "Could we maybe try something a little different?"

And then the revision spiral begins.

Why the "Ta-Da" Moment Fails

The surprise design reveal might sound dramatic and exciting. But in practice, it's usually the opposite. It often results in:

• Confused clients who don't understand why it looks like that

• Endless feedback rounds trying to "fix" something that's fundamentally misaligned

• Designers stuck second-guessing what someone else imagined in their head

Worse still, it creates a weird power dynamic. The client feels unsure, like they missed a step. The designer feels defensive. The trust in the process starts to erode.

This isn’t how good design happens.

So We Avoid It Entirely

Instead of big reveals, we opt for a process built on collaboration and clarity. The goal is to remove the surprise factor entirely. Because good design isn't about pulling a rabbit out of a hat. It's about working together to solve real problems for real people.

Here’s how we do it.

1. Start Together From Day One

We involve our clients from the very beginning. That means proper kickoff sessions, discovery workshops, and shared planning tools. We ask the right questions, together:

• What are you trying to achieve?

• Who are your users and what do they need?

• What are the barriers that currently hold your website back?

We don’t wait until we’re halfway through to talk about these things. We front-load the process with clarity so everyone is aligned.

2. Define Goals and Requirements Early

Before we touch anything visual, we agree on a shared direction. We map out key goals, user journeys, and must-have functionality. This keeps us focused.

It also means that when we do move into design, we’re not starting from a blank page. We already have a solid understanding of what needs to be done and why.

3. Wireframes First, Always

Wireframes are our secret weapon. They're not flashy. They're not colourful. But they do show:

• Page layouts

• Content structure

• Interactive elements

Clients can see exactly what content will go where. They can flag anything missing or unclear early on. And because the design isn’t finished yet, it’s easy to tweak.

This stage removes a huge amount of uncertainty from the visual design phase.

4. Weekly Check-Ins

We never disappear for weeks on end. We schedule regular weekly check-ins with clients throughout the build. These can be short, focused calls just to show progress and gather feedback.

This simple habit:

• Builds trust

• Reduces miscommunication

• Makes the client feel like part of the process

We never get to the end and hear, "Oh, I didn’t realise that’s what you were doing."

5. Design Becomes Confirmation, Not Revelation

By the time we present visual designs, they’re not a surprise. The layout has already been approved in wireframe form. The content has been discussed. The goals are clear.

What we’re doing now is bringing it to life with colour, typography, and imagery. Yes, we still invite feedback. But it’s rare to need major changes. Because the fundamentals were all agreed ahead of time.

Why This Matters (Beyond Just Saving Time)

Designing this way doesn’t just save time and reduce friction. It also:

• Gives clients confidence in the process

• Produces websites that are more strategically aligned

• Helps avoid endless cycles of guesswork and backtracking

And most importantly: it builds relationships. Clients don’t feel like outsiders waiting for the next surprise. They feel like collaborators.

So, No More "Ta-Da"

I don’t want a surprise barn dance. I don’t want a surprise homepage. And I’m pretty sure our clients don’t either.

The best design is rarely the result of a single "big reveal". It’s the product of clear thinking, shared understanding, and a process that puts the right people in the room at the right time.

No surprises. No drama. Just websites that work.