10 Qualities Of A Great Website

what makes a great website

10 Qualities Of A Great Website

10 Qualities Of A Great Website

Understanding what makes a great website is crucial to the success of any small business owner. Especially in the digital era we live in, your website serves as the virtual front door to your business. With an array of factors contributing to an effective website design, we’ve compiled a list of the top 10 qualities that can transform your site from good to great.

Intuitive Navigation

The structure of your website should be designed with the user in mind, facilitating a seamless browsing experience. An effective navigation layout is intuitive, enabling users to effortlessly find the information they are searching for.

This prevents frustration and keeps your audience engaged with your site. Research by Google in 2012 substantiated the importance of simplicity in website design, demonstrating that users favour web designs that are easy to understand and navigate.

By ensuring that your website’s navigation structure is logical and uncomplicated, you can optimise the user experience and make a positive impression on your visitors. Remember, a well-navigated site is a well-appreciated site.

Responsive Design

In today’s digital age, the ability of a website to adjust to the screen on which it’s being viewed, known as responsive design, is no longer a luxury, but a necessity. A study by Statista reveals that over half of all online traffic was generated through mobile devices in 2020.

This underscores the critical need for your website to deliver a seamless experience across a variety of devices, from desktop computers to smartphones and tablets. Ensuring your website design is mobile-friendly is vital, not just for improved user experience, but also for search engine ranking and is key when users decide what makes a great website.

Google, the world’s most popular search engine, prioritises mobile-optimised sites in its search results. Therefore, a responsive design is a strategic investment that can significantly enhance your online visibility, whilst providing an optimal browsing experience for all users, regardless of the device they’re using.

So, whether your customers are browsing on their morning commute, or from the comfort of their home office, a responsive design ensures your website is always presented in the best possible light.

High-Quality Content

High-quality content reigns supreme in the realm of successful websites. It is instrumental in capturing your audience’s attention, providing them with invaluable insight, and cementing your position as a credible and trusted source. Intriguing, relevant, and rich content not only enhances the user’s journey on your site but also contributes significantly to your Search Engine Optimisation (SEO) efforts.

To ensure your content is top-notch, focus on creating unique and engaging content that aligns with your business values and resonates with your target audience. Remember, your content should offer real value, answering your users’ questions, providing solutions to their problems or enlightening them with new knowledge.

Infuse your website with a mix of diverse content forms such as blogs, articles, videos, infographics, and podcasts. This varied content approach caters to different user preferences, keeping your website fresh and appealing.

An often overlooked, yet crucial aspect of high-quality content is accuracy. This involves checking facts, citing reliable sources, and maintaining an error-free standard of spelling and grammar. Misinformation or poor grammar can tarnish your reputation and deter users. Conversely, well-researched and error-free content helps build trust and credibility.

Lastly, don’t forget to incorporate relevant keywords to enhance your site’s visibility on search engines, driving more traffic to your website. However, remember that keyword usage should never compromise the overall quality and readability of the content.

Fast Loading Times

Patience is a rare commodity in today’s fast-paced digital world. If your website takes too long to load, visitors may leave before they’ve had a chance to engage with your business. According to research by Akamai, a delay of just a few seconds can significantly increase the likelihood of visitors abandoning your site, with 47% of users expecting pages to load in less than 2 seconds.

The importance of speed is not only linked to user experience but also affects your visibility on search engines. Google’s algorithms take into account page load times, meaning a slow site could harm your ranking in search results.

Ensuring your site loads quickly can be achieved by optimising images, minimising HTTP requests, and utilising browser caching, among other strategies. By improving your site’s loading times, you can keep your visitors engaged, enhance your search engine rankings, and ultimately drive business growth.

As far as Google is concerned, page speed, great content and user experience are what makes a great website. Are your pages loading fast enough to keep your audience engaged?

Simple and Clean Design

A website’s design shouldn’t complicate the user’s experience but rather enhance it. A site packed with too much information, colours, or images can become overwhelming, causing users to disengage. A straightforward and clutter-free design, however, can improve the overall user experience, making it much easier for visitors to interact with your content and is a big part of what makes a great website.

An uncomplicated, minimalistic approach not only draws attention to your key messages but also promotes a professional and modern image. Think of your website design as a canvas, where less is often more.

Prioritise important elements and use whitespace effectively to create a sense of balance and harmony. Aesthetics matter, and colours should align with your brand and evoke the desired emotional response.

Maintain a consistent font style and size throughout your site for readability and coherence. Even minor elements like buttons, icons, and menus should align with your overall design aesthetic, contributing to the clean look and feel.

Indeed, simplicity is the ultimate sophistication when it comes to website design. A streamlined, uncluttered design can keep your audience focused on what truly matters – your business’s products, services, and message. Now, is your website design simple and clean enough to enhance user engagement?

what makes a great website?

Clear Call-to-Actions

Effective websites serve as interactive platforms that guide users towards definitive action. These actions might vary, ranging from purchasing a product or service, subscribing to a newsletter, or initiating contact for more information.

To achieve this, clear and persuasive call-to-actions (CTAs) play an indispensable role. They are the decisive prompts that can stimulate user engagement and lead to conversions, thereby driving the growth of your business.

However, creating compelling CTAs is an art in itself. They should be direct, succinct, and actionable. Their positioning is equally crucial. Place them strategically across your website, particularly on landing pages, product or service descriptions, and at the end of blog posts or articles.

You should also consider their visual design, ensuring they stand out from the rest of the content but still align with your overall website aesthetic. This includes factors like colour, size, and font.

Bear in mind that CTAs should not come across as pushy sales pitches but as valuable offerings that can benefit the user. Each CTA should offer a clear incentive that compels the user to click. So, are your CTAs clearly guiding your website visitors to take the desired actions?

Authentic Testimonials

Harnessing the power of customer feedback can be instrumental in growing your business. Authentic testimonials play an integral role in this process, serving as tangible evidence of your business’s credibility and success. They offer potential customers an unbiased perspective of your products or services, effectively building trust and inspiring confidence.

In the realm of digital marketing, word-of-mouth recommendations have transformed into online reviews and testimonials. These insights can be prominently displayed on your website, endorsing your business through real-world experiences and positive feedback. However, remember to always seek permission before publishing any customer reviews or testimonials.

Don’t shy away from including the customer’s full name, location, or even a photograph, given you have their consent, as this lends an added layer of authenticity. Also, consider integrating a system to gather and manage testimonials in an organised manner. This might include an online form on your website or an email requesting feedback post-service.

In essence, testimonials provide social proof that your business lives up to its promises, a factor which can significantly influence buying decisions. So, are you effectively utilising testimonials to reinforce your business’s credibility?

Regular Updates

Staying current is an essential aspect of maintaining a successful online presence and a big part of what makes a great website. Websites that are regularly updated signal to your audience that your business is thriving and in tune with evolving trends.

Frequent updates to your website, be it with new blog posts, product launches, news updates, or even minor tweaks to your layout or design, exhibit an active engagement with your business and its growth.

Aside from engaging your users, regular updates also have an SEO advantage. Search engines are more likely to rank sites that are frequently updated higher in search results, as they view these as a source of fresh and relevant content.

However, updating your website should not be limited to content alone. Regular maintenance checks, fixing broken links, and updating outdated plugins or software are also important aspects of keeping your site up to date. These measures not only improve the user experience but also bolster your website’s security, preventing potential cyber threats.

In essence, keeping your website updated is a dynamic process that requires continuous attention and effort. It is a strategic approach to keep your audience engaged, improve your SEO ranking, and ensure optimal website performance.

The key is to strike a balance between updating your website often enough to stay relevant, without compromising on quality. Is your website updated frequently to reflect the active nature of your business?

Contact Information

Establishing an open line of communication with your clients is a vital element of what makes a great website. It encourages interaction and fosters a sense of trust and transparency between your business and its customers. The inclusion of clear and accessible contact details is pivotal in achieving this.

Be it a phone number, an email address, or a physical location, providing easy access to your contact information makes it convenient for potential customers to reach out.

This contact information could be displayed prominently on your homepage or dedicated to a separate ‘Contact Us’ page. You may even consider including it in the footer of every page on your site, ensuring it’s readily available from anywhere on your site.

Also, don’t overlook the potential of online enquiry forms. These can be particularly effective as they allow visitors to submit queries directly from your website. Make sure these forms are simple, asking only for necessary information, to make the process as straightforward as possible.

In essence, providing clear and accessible contact information simplifies the process for potential customers to get in touch with you, underlining the customer-centric approach of your business. The question now is, can your potential customers easily find your contact details on your website?


In an age where cyber-attacks are increasingly prevalent, the protection of your website should never be overlooked. A secure website is paramount to safeguarding your business data and your customers’ sensitive information, building trust with your audience, and preserving your online reputation.

Having an SSL certificate, ensuring your website is HTTPS rather than HTTP, is vital and is key in determining what makes a great website. This encrypts the data transferred between a user’s browser and your website, providing an essential layer of protection.

Alongside this, regularly updating your website’s software, plugins, and themes can shield your site from potential vulnerabilities. Additionally, implementing strong, unique passwords and two-factor authentication wherever possible further bolsters your website’s security.

Regular backups are also vital in case of any data loss or breaches. By prioritising these security measures, you convey a strong message to your customers about your commitment to their safety and privacy. In turn, this can foster loyalty, confidence, and peace of mind, reinforcing your reputation as a trusted business. Therefore, how secure is your website, and are you doing all you can to protect your business and your customers online?

What makes a great website?

All of the above. Sound like a lot to think about?

Whatever stage you are at with your website – about to have your first one, need your current site updated or need multiple sites for operational reasons – we can help. We understand what makes a great website and our relaxed approach to web design means that you will be working with a team that will listen to understand you, your business, and your goals.

Get in touch to find a web designer that fits you.


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