The word cliché is one with generally bad connotations and try to avoid. However it’s important to note that a cliché is not necessarily always a bad thing, and rather just simply means that it’s used often and isn’t particularly imaginative. Clichés become clichés because they’re successful and because they work.
In web design, there are plenty of clichés and many things that we expect to see when we look at a site. You can look at any website and generally just tick off any number of tropes and trends and are bound to exist. Here we will list a few of them here – but just know that the aim is not to tell you that you absolutely must avoid these clichés – rather it’s just to make you aware of them so that you can opt to include them in your design to help you fit users expectations or leave them out on purpose in order to create something completely unique and different.