What makes a good website: 13 must haves and implementation tips

Whether you're launching a new website or redesigning an existing one, understanding what makes a good website is crucial. This guide offers practical advice to help you build a great website. Learn how to make a website of your own from scratch that excels by building and improving its key website features such as navigation, trust signals, mobile-friendly design and site speed, ensuring it not only looks great but also performs exceptionally well.

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What is a good website?

A website is your brand or business online and its often the first impression for potential customers. It should combine branding, design and content to tell your story and drive visitors to take action.

A good website should excel in both its form and function, with a clear purpose, visually appealing design and intuitive navigation. A good website performs well for a diverse audience (think page speed and loading, as well as accessibility) and includes advanced site security. In essence, what makes a good website is its attractiveness, functionality and invaluable contribution to your business's success.

13 elements that define a good website

01. Clear intent and purpose

A good website instantly communicates its purpose. Know your audience and address their needs, interests and challenges directly. By understanding your target users, you can tailor your content and design to resonate with them effectively. For example, if you're looking to create a site to sell products, make selling your top priority. With every decision, ask yourself: Is this helping users buy my products?

To get started, consider these factors to clarify your new website:

Identify the primary goal for each page: Before you start designing or writing content, decide what you want the page to achieve.
Understand your audience: Know who you're talking to and what they're looking for.
Keep it focused: Don't overload your pages with too much information or too many calls to action.
Use headings and subheadings: Organize web content with clear headings that guide users through your page.
Test and get feedback: After launching a new website, gather feedback from users about their experience.

02. Simple site navigation

A good navigation system can help boost engagement, conversion rates and user satisfaction. When visitors easily find what they need, they stay longer. Ensure any page on your site is within three clicks of another.

Below are some key elements to consider when making sure that your website is easy to navigate:

Keep the menu structure straightforward: Limit the number of items in your main navigation menu.
Use descriptive labels: Make it clear what users will find when they click on a menu item.
Include a search function: For larger websites, a search bar is essential.
Make sure navigation is consistent: Use the same menu layout across all pages.
Prioritize content: Arrange menu items based on their importance or relevance.

03. Engaging web design

Craft a website design that's both beautiful and functional with these best practices:

Use a clean layout: A cluttered webpage can be overwhelming.
Choose the right color scheme: Colors can influence how users feel about your website.
Select readable fonts: Your text should be easy to read across all devices.
Incorporate multimedia: Use images, videos and infographics to make your website dynamic and engaging.
Optimize for interaction: Make sure design elements like buttons and links are easy to find and use.

04. Cohesive branding

Cohesive branding on your website is key to building trust and recognition with your audience.

Define your brand identity: Know your brand's colors, fonts and style.
Use your logo strategically: Place your logo in a prominent position on your site.
Create a brand style guide: A style guide can serve as a reference for maintaining consistency.
Align content with your brand voice: The tone and language of your content should match your brand personality.
Be consistent with imagery: Use images that complement each other and align with your brand message.

05. Quality visuals

Quality visuals are key to an effective website. Here's how to ensure your website's visuals are up to par:

Use high-resolution images: Blurry or pixelated images can make your site look unprofessional.
Be selective: Choose images that are relevant to your content.
Optimize for speed: Large image files can slow down your site.
Consider originality: Custom graphics or photos can set you apart.
Ensure accessibility: Use alt text for images.

06. Clear CTAs

Clear calls to action (CTAs) guide your visitors towards the actions you want them to take. Creating effective CTAs is simple:

Use action-oriented language: Start your CTAs with verbs.
Make them stand out: CTAs should be visually distinct from other elements.
Keep it concise: Your CTA text should be brief.
Place them strategically: Position CTAs where they're most likely to catch the user's attention.
Test different versions: Experiment with different CTA designs.

07. Relevant website content

To ensure your website's content is on point, here are some actionable tips:

Know your audience: Understand who you're writing for.
Stay on topic: Keep your content focused on subjects that relate to your brand.
Update regularly: Fresh content can help improve your SEO rankings.
Be helpful: Provide value through informative, educational, or entertaining content.
Quality over quantity: It's better to have a few high-quality, relevant pages than many low-quality ones.

08. Strategic Search Engine Optimization

Implement these SEO features to improve your site's visibility and ranking:

Conduct keyword research: Identify the terms and phrases your audience uses to search for your products.
Optimize meta tags: Craft descriptive and keyword-rich meta titles and descriptions for each page.
Create quality content: Focus on creating high-quality original articles.
Optimize images: Add relevant keywords in image alt tags.
Improve site structure: Ensure your website has a logical hierarchy.
Build backlinks: Obtain links from reputable websites.
Local SEO: Ensure your website is optimized for local searches.

09. Good performance and website infrastructure

Here's how to ensure your website performs at its best:

Optimize loading times: Compress images and use caching to speed up page load times.
Ensure high uptime: Choose a reliable hosting provider.
Mobile optimization: Ensure your site is responsive and loads quickly on all screen sizes.
Regularly update software: Keep your content management system, plugins and scripts up to date.
Monitor performance: Use tools to track your website's performance.

10. Easy accessibility

Understanding web accessibility is key to fostering inclusivity. Use these tips to make your website accessible to everyone:

Use alt text for images: Describe images with alt text.
Create a proper heading structure: Make sure your website headings follow a logical order.
Ensure keyboard navigation: Make sure all interactive elements are accessible via keyboard.
Choose legible fonts: Select fonts that are easy to read.
Provide transcripts for audio and video: Transcripts help users who are deaf or hard of hearing.
Test for color contrast: Ensure there is sufficient contrast between text and background colors.

11. Mobile friendly

Follow these steps to cater your site to mobile users:

Touch-friendly navigation: Design buttons and links large enough to be easily tapped.
Fast loading times: Optimize images and minimize code.
Avoid Flash: Use HTML5 instead.
Test on multiple devices: Regularly check your site on various devices.

12. Security measures

Prioritize protecting users’ personal information with these tools:

Use HTTPS: Secure your website with an SSL certificate.
Keep software updated: Regularly update your content management system and plugins.
Implement strong passwords: Use complex passwords.
Regular backups: Regularly backup your website.
Conduct security audits: Identify and address vulnerabilities.

13. Credibility indicators and testimonials

Here's how to establish and showcase credibility on your site:

Display contact information: Make it easy for visitors to find your contact details.
Showcase customer testimonials: Share positive reviews and testimonials.
Highlight certifications and awards: If you have industry certifications, display them prominently.
Add a press section: Make sure your visitors know about local, national or international media coverage.
Publish case studies: Detailed case studies can show potential customers the tangible results you've achieved for others.
Maintain an active blog: Regularly updated content shows expertise in your field.

Common website challenges and how to fix them

Visitors leave too quickly

Slow loading pages or a cluttered design drive users away. Streamline your layout with plenty of white space, optimize images for fast loading and use a simple consistent menu structure.

Low conversions

Replace vague buttons with action-oriented text such as “Get Your Free Quote.” Place CTAs where users are already engaged.

Poor SEO performance

Conduct keyword research and naturally weave target terms into headings, image tags and body text.

Security and trust concerns

Enable HTTPS, regularly update plugins and software, and add multi-factor authentication for backend access.

Outdated or irrelevant content

Regularly refresh content, highlight seasonal offerings and keep visuals current.

Accessibility issues

Add descriptive alt text for images, ensure sufficient color contrast and use larger touch-friendly buttons.

What makes a good website FAQ

How often should I update my website?

There's no strict rule for how often to update a website—it depends on your business type and industry. However, refreshing your content every few months is a good practice.

How important is user feedback on a website?

User feedback is invaluable for enhancing a website's user experience and effectiveness.

What is the ideal website load time?

The ideal website load time is 2-3 seconds or less. Slow loading times can also hurt search engine rankings and user experience.

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

When designing a website, avoid common pitfalls to ensure an effective, user-friendly experience.

What are the top needs and wants of website visitors?

Website visitors have varying needs and wants based on their goals, but common expectations include easy navigation, relevant information, visual appeal, mobile responsiveness and fast loading times.

Who builds websites?

There are various options for building a website, including hiring a professional website designer or using DIY website builders.

How much will I need to spend on a website?

How much does a website cost is based on the type, complexity and features you need.

How does good website content contribute to its effectiveness?

Good content is clear, relevant and engaging, addressing the audience’s needs while reflecting the brand’s voice.

How important is navigation in defining a good website?

Clear and intuitive navigation is vital for a good website, as it helps users quickly find the information they need.