What makes a good website?
Top tips for creating a high-performing website
Research shows that users form an opinion about a website within milliseconds; that’s why a clean, visually appealing design is essential for building immediate trust and credibility. Visitors should be able to understand who you are, what you offer, and what action they should take, all at a glance. Clean layouts, consistent branding, and high-quality images go a long way in establishing credibility and professionalism.
Cluttered pages, mismatched fonts, or outdated visuals can quickly deter users. Visual hierarchy also plays a big role. Use headings, subheadings, and clear typography to guide the reader’s eye and make the page easy to scan. Good design should look sleek and stylish, whilst also supporting your message and helping users navigate with ease.
When it comes to content, clarity always wins. Many businesses fall into the trap of trying to sound too clever or overusing buzzwords; however, the best-performing websites are the ones that communicate simply and directly.
Your homepage, for example, should clearly state what you do, who you do it for, and what makes you different. Every page should have a purpose and communicate what you do to users as soon as they land on the page. Whether it’s encouraging someone to make a purchase, get in touch, or learn more, your content should guide them toward that next step without friction.
Great websites also use a consistent tone of voice across all pages, helping to build trust and recognition. This is especially important for small businesses, where personality and authenticity can set you apart.
The majority of users will visit your site from a smartphone or tablet; however, a good website must be fully responsive, meaning it adapts seamlessly to any screen size. Text should be easy to read, buttons should be clickable without zooming, and navigation should be intuitive across devices.
Google also considers mobile-friendliness as a key ranking factor, so a poor mobile experience won’t just frustrate your users; it could harm your visibility in search engines, too. If you’re building or redesigning a website, always test it on multiple devices. A high-converting website meets your audience where they are, and today, that’s most often on mobile.
The majority of users will visit your site from a smartphone or tablet; however, a good website must be fully responsive, meaning it adapts seamlessly to any screen size. Text should be easy to read, buttons should be clickable without zooming, and navigation should be intuitive across devices.
Google also considers mobile-friendliness as a key ranking factor, so a poor mobile experience won’t just frustrate your users; it could harm your visibility in search engines, too. If you’re building or redesigning a website, always test it on multiple devices. A high-converting website meets your audience where they are, and today, that’s most often on mobile.
Site speed is one of the most overlooked aspects of web design, yet it’s essential for both user experience and search engine rankings. Compressing images, reducing unnecessary scripts, and using efficient hosting can all make a big difference to your load times.
No one likes waiting for a slow website to load. In fact, if your page takes more than a few seconds to appear, there’s a high chance your visitor will leave before they’ve even seen your content. A fast website improves engagement and builds trust, ensuring users come back to your website. According to a Google Industry Mobile Speed report last year, page load time on mobile of 10 seconds increases the bounce rate by 123% when compared to a one-second loading speed.
Navigation is one of the most important elements of user experience (UX), and it should feel effortless. If visitors can’t find what they’re looking for quickly, they’ll likely leave.
Menus should be clear and logically organised. Key pages like “About,” “Contact,” “Services,” and “Shop” should be easy to locate, but remember, you don’t need to fit everything into your main menu; in fact, fewer choices often lead to better decision-making.
Breadcrumb trails, clear headings, and internal linking can also help guide users through your site; that’s why good navigation reduces frustration and helps users feel in control, which is essential for building trust and boosting conversions.
CTAs should be easy to spot, placed in multiple locations on the page, and written in a way that feels helpful rather than pushy, so if your site doesn’t tell users what to do next, they may leave without taking any action at all. Every good web page needs a clear, relevant call to action (CTA), for example, this could be a button that says “Book a Free Consultation,” a contact form, or a prompt to download a guide or join a mailing list. The goal is to guide users toward the next logical step.
What makes a good website isn’t just down to design or speed; it’s knowing how to move users from interest to action. That’s why it’s also worth testing different types of CTAs to see what works best for your audience.
According to Edelman’s Trust Barometer (2023), 88% of consumers consider trust a critical factor in their buying decisions. To establish credibility, it’s important to include authentic testimonials that feature real names, photos, and company logos wherever possible.
Testimonials and reviews are also crucial; your audience needs to feel confident that your business is legitimate, reliable, and capable of delivering its promises. Certifications, security badges, and clear return policies all help reassure visitors that your site is safe and your brand is trustworthy.
For example, including a real photo of you or your team can also make a big impact. In a world of faceless businesses, authenticity matters; it reminds people that there’s a real person behind the screen, someone they can contact, speak to, and trust. Crafting an authentic “About Us” page can further humanise your brand, helping users feel more confident in choosing your business.
By consistently posting behind-the-scenes content, you will start to build a loyal community and an audience that trusts your business above competitors.
A good site evolves as your business grows and your audience changes. It should never stay static and must constantly adapt to your business needs. That means updating content regularly, testing different layouts, and using analytics to understand how people are interacting with your pages.
Easy website builders like Wix, Squarespace, and Shopify make it simpler than ever to implement these changes without needing advanced technical skills. They offer user-friendly tools to update content, switch designs, and even integrate analytics, all in one place.
Look at your website’s bounce rate, session duration, and conversion paths to find areas that need improvement. If people are consistently dropping off on a particular page, ask yourself what might be causing that friction. Is the message unclear? Is the design confusing? Are you asking too much too soon? A high-converting website is continually refined and optimised to improve your search engine ranking position.
So what makes a good website? We’ve found that a combination of clear communication, fast performance, thoughtful design, smooth navigation, and a deep understanding of your audience is the perfect balance. It’s all about creating a space where visitors feel informed, welcomed, and confident enough to take action.
For small businesses and startups, your website can be one of your most powerful marketing tools. Done well, it works around the clock to attract, engage, and convert new customers.
At Clever Clicks Digital, we specialise in designing and building websites that don’t just look great but also work hard for your business. If you’re ready to create a site that converts, get in touch with our knowledgeable team. We’d love to help you turn your ideas into something truly effective for your business.
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