What Makes A Good Website: Key Elements for Success

Whether you’re running a small business, a personal blog, or a large e-commerce platform, a good website is no longer a luxury; it’s a necessity. Yet, creating a good website is no small feat. 

After 11 years in this business, I know firsthand how overwhelming it can be to find simple and reliable tips on building a good website. That's why I gathered the top 8 tips to help you create a website that looks great and performs well. 

By the end of this guide, you’ll know the ins and outs of what makes a good website.

14 key qualities and tips for a good website

Here are 14 essential tips for designing a website that is visually appealing, functional, and stands out from your competitors. Whether you’re starting from scratch or looking to improve an existing site, these tips will guide you in building a good website.

1. Identifying Website Goals - Define what your website aims to achieve.
2. Understanding the Target Audience - Identify who your site is aimed at.
3. Analysing Competitors - Take a look at your competitors to find gaps in the market.
4. Clarity and Simplicity - Keep your design clean and easy for users to navigate.
5. Design - Use professional and aesthetically pleasing design.
6. Functionality - Your site should function smoothly and intuitively.
7. User Experience (UX) - Keep your users in mind when designing the experience.
8. Consistent Branding - Use a consistent style across your website.
9. Engaging Content - Use exciting and fresh content to draw your audience in.
10. SEO Optimization - Implement SEO strategies to improve your site’s search ranking.
11. Fast Loading Times - Optimise your site for quick loading and high user engagement.
12. Mobile-Friendliness - Use a design that looks and works great across all devices.
13. Effective Call-to-Actions (CTAs) - Direct users through your site with compelling CTAs.
14. Security - Implement robust security measures to ensure the safety of user information. 

1. Identifying Website Goals

Websites come in all shapes and sizes, each with unique goals. Clear and measurable goals are essential no matter what kind of website you set up.

• Define Your Objectives: Are you aiming to increase sales, build brand awareness, or provide information?
• Set Measurable Goals: Clear goals help create a focused strategy that aligns with your business objectives.
• Prioritize Your Goals: Determine which goals are most important to focus on first. This will help you allocate your resources effectively. 

By clearly defining and measuring your website goals, every aspect of your website will have a specific purpose. 

2. Understanding the Target Audience

Knowing your audience is like having a map in a foreign city – it guides your decisions and helps you navigate challenges.

• Research Your Demographic: Determine the age, gender, location, and occupation of your target audience. Who are they? What are their interests, needs, and pain points?
• Create User Personas: Detailed profiles of your ideal customers can help you gain insights into their behaviours and preferences.
• Develop Customer Journey Maps: Customer Journey Maps (CJMs) provide an overview of how visitors interact with your site.
• Engage with Your Audience: Use surveys, feedback forms, and social media to engage with and understand your audience directly.

3. Analyzing Competitors

Understanding your competitors is also key to positioning your website effectively while discovering any gaps in the market. By studying the competition, you can learn their strengths and weaknesses. 

• Identify Key Competitors: Look at similar websites and businesses in your industry.
• Analyze Their Strategies: What are they doing well? Where do they fall short? What areas give you a chance to stand out in the marketplace?
• Monitor Competitor Changes: Keep an eye on updates and changes competitors make to stay ahead.

4. Clarity and Simplicity

When it comes to web design, less is often more. Clarity and simplicity ensure that users can navigate your site without feeling overwhelmed. A cluttered page can confuse visitors and drive them away. A great rule of thumb I like to follow is - less is more. 

• Focus on Clean Design: A cluttered website can overwhelm visitors, so give your content room to breathe. Focus on a clean, minimalist design that highlights your content. Use white space strategically to make your content stand out. Avoid cramming too much information on a single page.
• Simple Navigation: Make sure your menu is easy to find and navigate. Use clear labels and a logical menu structure so that users can reach any section of your site within a few clicks. Including elements like a search function or breadcrumbs can also support easy navigation.
• Readable Fonts: Stick to clear, readable fonts and avoid using too many font styles. Avoid long paragraphs; break text into smaller, digestible chunks. Your text should be easy to read at a glance.
• Consistent Layout: Use a consistent layout across all pages. This helps users navigate your site more easily. A predictable structure reduces confusion and improves the overall user experience.

A straightforward website looks professional and enhances user experience by making information easy to find and understand.

5. Design

A website's design is the first thing users notice. It’s like the cover of a book – we all judge it, even if we know we shouldn't. 

A well-designed website captures attention and invites users to explore further. It involves principles like visual hierarchy, balance, and consistency, all working together to create an aesthetically pleasing and engaging interface.

• Visual Hierarchy: This is about guiding users' eyes to the most important parts of your website first. Use size, colour, and layout to create a clear path for your visitors to follow.
• Balance and Contrast: Balance ensures that no single element overwhelms the others, while contrast helps to highlight key areas. Effectively using these principles creates an engaging layout.
• Consistency: Consistent design elements, such as fonts, colours, and buttons, help create a cohesive and professional look. They also build trust and make navigation intuitive.

6. Functionality

Functionality is crucial. A beautiful design is useless if the website doesn’t function well - like a flashy car with a broken engine. Functionality is all about how easily users can interact with your website. This means users should be able to find what they’re looking for quickly and easily, no matter their device.

• Intuitive Navigation: Your visitors should be able to find what they're looking for without frustration. Clear menus, search functions, and well-organized content are a must.
• Mobile Responsiveness: With over 63% of people accessing websites on mobile devices, having a responsive website is non-negotiable. This involves flexible layouts and touch-friendly elements.
• Accessibility: A good website is accessible to everyone, including those with disabilities. This means providing text alternatives for images, ensuring proper contrast ratios, and making your site navigable by keyboard.

7. User Experience (UX)

User experience is about how visitors feel when they interact with your website. A positive UX keeps users engaged and encourages them to return. When focusing on UX, consider these elements:

• Ease of Use: Your site should be easy to navigate, with clear calls to action (CTAs) and a logical flow. Users should never feel lost or confused.
• Satisfaction and Engagement: Engage your visitors with interactive elements, high-quality content, and features that meet their needs. A satisfied user is more likely to convert, whether purchasing, signing up for a newsletter, or sharing your content.
• Good Practices: Examples of good UX practices include fast loading times, minimalistic design to reduce cognitive load, and personalisation options to enhance user engagement.

8. Consistent Branding

Your website reflects your brand. Consistent branding builds trust and recognition. Make sure your logo, color scheme, typography, and overall style are uniform across all pages. 

• Use a Consistent Color Scheme: Choose a colour palette that reflects your brand and use it consistently across all elements. Consistent colours create a cohesive look and feel, reinforcing your brand identity.
• Uniform Visual Elements: Use a consistent colour palette, typography, and imagery that align with your brand. This creates a cohesive look and feel.
• Typography: Select fonts that align with your brand's personality and ensure they're readable on all devices. Consistent typography also enhances readability and maintains a professional appearance.
• Voice and Tone: Maintain a consistent voice and tone in your content. Whether formal, friendly, or quirky, ensure it aligns with your brand personality.
• Logo and Imagery: Use your logo and branded images consistently to reinforce brand identity. High-quality, relevant images that align with your brand message can significantly enhance user engagement.

Consistent branding creates a cohesive experience that strengthens your brand's presence and makes your website memorable.

9. Engaging Content

Content is king, but not just any content – it must be engaging and relevant. High-quality articles, videos, and images that resonate with your audience can keep them returning for more. Remember, content should be informative, entertaining, and aligned with your brand’s voice.

• Know Your Audience: Tailor your content to the interests and needs of your target audience. Conduct audience research to understand their preferences and pain points and create content that addresses those needs.
• Clear Messaging: Ensure your messaging is clear, concise, and aligned with your brand voice. Avoid jargon and complex language; instead, aim for straightforward communication that’s easy to understand.
• Multimedia Elements: Use images, videos, and infographics to make your content more engaging and digestible. Multimedia not only breaks up text but also helps convey information in an engaging and memorable way.
• Regular Updates: Keep your content fresh by updating your blog, news section, or other content areas. This not only engages visitors but also improves your SEO.

Creating engaging content can build a loyal audience and encourage repeat visits. 

10. SEO Optimization

A beautiful website is useless if no one can find it. Search engine optimisation (SEO) is vital for making your website visible to search engines and, as a result, to potential visitors. 

These steps help search engines understand and rank your content, driving organic traffic to your site.

• Keyword Research: Identify relevant keywords and incorporate them naturally into your content, titles, and meta descriptions. This helps search engines understand what your site is about.
• Quality Backlinks: Build quality backlinks from reputable sites to improve your site's authority. This can significantly improve your search rankings.
• Technical SEO: Ensure your site is fast, mobile-friendly, and free of technical errors that could harm your rankings.
• On-Page SEO: Use appropriate meta tags, header tags, and alt text for images. Ensure your URLs are clean and descriptive.

11. Fast Loading Times

In an age of instant gratification,  a slow website can frustrate users faster than you can say "loading." In fact, the chance of a user bouncing off a site increases by 32% when a page load time goes from one to three seconds. Even more, 53% of mobile users will completely abandon a website page if it takes longer than three seconds to load.

Optimise your site for speed by compressing images, leveraging browser caching, and minimising code. Fast loading times enhance user experience and improve your search engine rankings.

A slow website can frustrate users and drive them away. Ensuring fast loading times is crucial for a good user experience.

• Optimise Images: Compress images without losing quality to reduce load times. Use appropriate file formats and sizes to balance quality and speed.
• Minimize HTTP Requests: Reduce the number of elements on your page to decrease load times. Combining files like CSS and JavaScript can significantly improve loading times.
• Use Caching: Implement browser caching to speed up load times for returning visitors. Caching stores a version of your site on users’ devices, reducing the need to reload all elements on each visit.
• Tools for Measurement: Utilize tools like Google PageSpeed Insights to measure and improve your website’s performance. Regular monitoring and optimisation are key to maintaining high performance.

Fast loading times keep users engaged and reduce bounce rates, leading to a more successful website.

12. Mobile-Friendliness

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With more people accessing the internet via mobile devices, having a mobile-friendly website is non-negotiable. 

Ensure your site is responsive, adapting to different screen sizes and orientations. A responsive design provides a seamless experience across devices, making it easier for users to interact with your site on the go.

With most web traffic coming from mobile devices, having a mobile-friendly site is essential.

• Responsive Design: Use responsive design techniques to ensure your site looks good on all devices. This involves designing flexible layouts that adjust to different screen sizes.
• Simplified Navigation: Ensure your mobile navigation is easy to use. Consider a hamburger menu or other mobile-friendly options.
• Touch-Friendly Elements: Ensure buttons and links are easy to tap on mobile devices. Larger touch targets and appropriate spacing between elements can prevent accidental clicks.
• Optimise for Speed: Mobile users often have slower internet connections, so optimising for speed is even more critical. This includes compressing images, minimising code, and using mobile-friendly caching solutions.

A mobile-friendly website ensures a positive experience for all users, regardless of their device. It also improves your SEO, as search engines like Google prioritise mobile-friendly sites in their rankings.

13. Effective Call-to-Actions (CTAs)

CTAs are vital for guiding users toward desired actions, such as signing up for a newsletter or making a purchase. Make your CTAs clear, concise, and compelling. 

Use contrasting colors to make them stand out and position them strategically throughout your site.

• Clear and Concise: Make your CTAs clear and easy to understand. Use action-oriented language that tells users exactly what to do - such as “Buy Now” or “Subscribe.”
• Prominent Placement: Place CTAs in prominent positions where users are likely to see them. This includes above the fold and at the end of content where users expect to find them.
• Encouraging Language: Use persuasive language that encourages users to take action. Phrases like “Get Started,” “Join Now,” and “Learn More” can motivate users to click.
• Limit Choices: Avoid overwhelming users with too many choices. Focus on a few key actions you want visitors to take and design your CTAs accordingly.

Effective CTAs can significantly increase user engagement and conversion rates. They act as signposts, guiding users through their journey on your site and helping you achieve your business goals.

14. Security

Website security is paramount, not only for protecting your data but also for building trust with your users. Implement SSL certificates, use strong passwords, and keep your software up to date. A secure website reassures visitors that their information is safe, which is especially important for e-commerce sites. Protecting your site and its users from cyber threats builds trust and safeguards your business.

Website security is crucial for protecting user data and building trust with your audience.

• SSL Certificates: Ensure your site uses HTTPS to encrypt data and protect user information. An SSL certificate secures data and boosts your site’s credibility.
• Regular Updates: Keep your website software, plugins, and themes updated to protect against vulnerabilities. Regular updates close security gaps and protect against potential threats.
• Secure Hosting: Choose a reputable hosting provider with robust security measures. Look for features like regular backups, malware scanning, and robust firewalls.
• Strong Passwords and Authentication: Use strong passwords and consider two-factor authentication for added security.

Prioritizing security helps protect your users and enhances your site's credibility. A secure website builds trust with your audience, encouraging them to share information and engage with your content.

Top 3 tools for building a performing website

Choosing the right tool for building your website can make all the difference. 

Here are my top three recommendations: WordPress, Shopify, and Wix. Each platform offers unique features and benefits that cater to different needs. 

• WordPress: WordPress is versatile and powerful, with extensive plugins, themes, SEO features, and strong community support.

• Shopify: Shopify simplifies e-commerce, offering ease of use, security, reliable hosting, and integrated payment processing.

• Wix: Wix’s drag-and-drop interface, templates, and built-in features make website creation easy and beautiful.

By choosing the right tool for your needs, you can build a high-performing website that meets your goals and provides an excellent user experience.

Wrapping Up

Creating a good website involves carefully balancing design, functionality, user experience, and performance. Understanding your website goals and audience can help you create a focused and effective online presence. Following the eight essential qualities and tips ensures your website is not only visually appealing but also functional and engaging. 

Remember, a successful website is a continuous project that requires regular updates, improvements, and attention to detail. Keep learning, adapting, and evolving your site to meet the changing needs of your audience and the digital landscape. 

Now, it's time to implement these tips and create a website that stands out and delivers results.

Making a good website - FAQ

What are the features of a good website? 

A good website features intuitive navigation, fast loading times, mobile responsiveness, engaging and high-quality content, clear calls-to-action, and a clean, aesthetically pleasing design. It should also be optimized for search engines and provide a seamless user experience across all devices.

What is the key to a successful website?

The key to a successful website is clearly understanding your target audience and business objectives. This involves creating relevant and valuable content, ensuring optimal functionality, maintaining an appealing design, and continuously optimizing based on user feedback and performance analytics.

What pitfalls do businesses need to avoid when designing their sites?

Businesses should avoid cluttered layouts, slow loading times, poor mobile optimization, and confusing navigation. They should also avoid overly complex designs, neglect SEO best practices, and fail to prioritize user experience, as these issues can drive visitors away and reduce engagement.