Can Website Animation Really Improve My Website’s Performance?

If your business has recently launched a new website, or if your current one isn’t quite delivering the results you were expecting, it’s worth exploring what else can be done to elevate its performance. One area that’s often overlooked – but can have a significant impact – is website animation.

This isn’t about making things flashy for the sake of it. Done well, animation adds energy, improves usability, and helps tell your brand story in a more engaging way. It can be the subtle but powerful difference between a website that feels flat and one that keeps visitors interested and moving in the right direction.

At ImagePlus, we’ve used animation to great effect across several client projects. Let’s look at why it works, what it adds, and how we’ve made it work in real-world examples.

What Do We Mean by Website Animation?

When we talk about website animation, we’re referring to any motion or movement that occurs as users interact with your site. This might include subtle fades and transitions, animated page elements, or visual effects that happen as a user scrolls or hovers. It could also be larger-scale features like animated banners or pre-load sequences.

While there’s a wide range of animation types, the key purpose is always the same: to make the website experience more fluid, more intuitive, and more engaging.

Why Animation Matters More Than You Might Think

First impressions count – and on the web, they happen quickly. A well-timed animation can help a user understand your message faster, navigate your content more intuitively, and get a sense of your brand’s personality from the very start. Animation draws attention to key content, helps guide the user through their journey, and adds a level of polish that reflects positively on your brand.

At its best, animation can also improve how your site feels to use. Smoother transitions between pages or content sections make everything feel more connected, which can reduce bounce rates and increase engagement.

Far from being a gimmick, it’s actually a strategic design decision – one that, when used carefully, can significantly enhance the overall experience for your users.

Bringing It to Life: PCPB and Gallagher Developments

To see the real-world impact of animation, let’s take a look at two recent projects we’ve delivered at ImagePlus.

For PCPB (Partnership of Counselling and Psychotherapy Bodies), we created a website that needed to communicate trust, care, and calm from the outset. On their homepage, we introduced a hero banner with subtle, flowing animation, where an infographic spins on loading. The movement is soft and organic – nothing jarring or distracting.

In contrast, Gallagher Developments wanted a bold, high-end feel to reflect their premium property portfolio. For this, we created a simple yet powerful loading animation featuring their logo. Before the homepage even appears, users are introduced to a sleek, animated version of the Gallagher brand. It’s a short moment, but it instantly adds a level of sophistication and confidence, setting expectations before the user clicks a single link.

Both of these examples use animation to enhance user experience and build brand trust – but in completely different ways, tailored to each client’s tone and goals.

Will Website Animation Affect SEO?

It’s a valid question. Animation has a reputation for slowing websites down, which can be bad news for SEO if not managed properly. However, the key is balance. At ImagePlus, we make sure all animations are lightweight and carefully coded, so they don’t get in the way of performance.

In fact, animation and SEO can work hand in hand. Animation encourages users to stay longer on your site, which helps with engagement metrics like time on page and bounce rate – both of which are positive signals for search engines. The trick is to build everything with care, making sure your animations don’t interfere with load times or accessibility.

And if your site needs a bit of extra support on the SEO front, we offer a full suite of SEO services. From technical fixes and audits to ongoing content optimisation and local SEO, we’ll help ensure your site not only looks great but performs brilliantly too.

So, Is Animation Worth It?

The short answer is yes – when it’s done properly. Animation on its own won’t suddenly send your site to the top of Google, and it won’t mask bigger issues like poor content or confusing navigation. But it can make your site more enjoyable, more intuitive, and more memorable.

A better user experience often leads to better outcomes. Visitors are more likely to engage with your content, stay longer, and come away with a positive impression of your brand.

If your website is lacking that ‘something extra’, animation might just be the solution.

At ImagePlus, we build websites that not only look the part but are optimised to perform. Our team considers every detail – from load speed and SEO to user interaction and visual storytelling. If you’re launching a new site or looking to refresh an existing one, we’d love to help you bring it to life.

We can support you with everything from custom animation and SEO optimisation to Google Ads campaigns and on-page performance improvements.

To learn more about how we can help your site do more, get in touch with us today.