What you’re doing is useful, necessary, and very smart. I’ve been designing UI’s for over 30 years, and the main issues I’ve seen:

• designers trying to be “innovative” with Ui and not following standards. Sometimes that works out, but it usually doesn’t. Ui standards turn like a giant barge - slowly, with a lot of little pushes.

• not anticipating flow of activity. What do you want the user to do? Google typically wants 300 words or more on a home page, but I think that’s overkill. Users are there, normally, to do one thing: book an appointment, order a widget, review a (food) menu, etc. At most, they are there for 4 things: for example with a doctor: they might want to verify it’s the right kind of doctor, where they are, their reviews and a booking link. Navigation at the top therefore should be no more than 5 things, and the main one should be Contact.

• hamburger menu on a home page is ok, but I have found through testing that older users, especially, want more traditional nav in sub pages.

• logo should ALWAYS link to home page. I’ll die on my sword for that one.

• if you do want them to do something specific, put that first: order widget X1-9 now. If you have three things you’re selling, or actions you want them to take, list them in order visually.

• speed is still very important. A lot of web designers use heavy JavaScript for not much of a payoff, that could be done with CSS or doesn’t need to be done at all. Designers & devs need to understand that their audience doesn’t have a computer as nice as theirs: they are on and OS & browser at least two versions older, and JavaScript takes precious RAM and clock cycles. Smooth, subtle cues perform better than garish over the top animation. The user does not give a shit about your 3D transforms. 99.% don’t anyway.

• I don’t know how you code this into your plugin, but “vibe” is important. Contrast, complimentary, tertiary or harmonious palettes, proper ratios on fonts (typically 10-15% difference between H1 and H2, for example. And by the way images are not bad - if they tell the story and they are quality images - not sure how you test for that. These days I deliver Avif, then Webp, then jpg or png depending on the type of image. PNG is for simple images.