Your website strategy should help promote business and marketing goals. In order for your website to work, you have to keep pace with what makes a good website today.
Website trends and customer expectations change quickly. It feels like yesterday when I worked in a leading website design agency. At that time we encouraged customers to create a mobile -friendly website because it was the new one. Before I knew it, we built mobile websites by default and then web apps. Nowadays, mobile reactionability is no longer a USP. It is an expectation.
I wanted this article to cover every component of what makes a good website. I needed more than just my knowledge, so I spoke to website experts, including talented and certified UX designers, website developer, website administrator (since a good website for your team is also easy to use) and marketers who rely on websites for marketing success.
I suggest reading this article and using each element as a checklist. If the recommendation works for you, you can add it to your next website letter. However, you don’t have to wait for you to need a new website to implement some of these recommendations. For every recommendation, I pointed out whether this is something that you can do now or whether it is better as part of a wider website project (read: a reconstruction).
Properties of a good website
- clarity
- Copywriter with a consumer focus
- Pages that correspond to the search intention
- Social proof
- Customer statements
- Optimized UX
- Contact information
- About us side
- Blog
- Social media icons
- Geographical details
- Live chat
- Original videos and pictures
- Newsletter registration key
- Side speed
- analysis
I jump directly into the qualities of a good website, but before I do it, I would like to share an analogy of parts Ste Bell Because I think to explain why a good website is important. Bell is the founder at Technically creative; To say he knows one or two things when it comes to the qualities of a good website.
Bell uses the analogy of a shop to describe a website. He says: “Imagine you go into a shop, but just before you go in, you will be told that you have to wait before you come in. You may be a little upset, or you can even go and go somewhere else. So it is for your user if your website is needed forever to load.”
Bell continues: “Now they went into the shop and it is a bit confused. The decor is quite dirty and has to paint.
Now to the components of a great website so that their visitors are involved and convert on their website.
1. Clarity
I asked a lot of experts for insight into a good website and I was flooded With recommendations to improve clarity.
Ste Bell said that “clarity” was The most important component For a successful website. What do you do for and who do you do for?
Bell says: “A clear website means that users immediately know what they offer, how they help you and which the next steps you should take. Completely does, this will drive users’ commitment and lead to tangible business results.”
Bell warns: “Many shops miss the sign of clarity, but it’s really not that complex.”
Bell has the most important steps to bring clarity to your website. He says: “The first step is to nail your sections and headings. Overflowing users and 99% of the people who land on their website will not read all of their copies.
“You need to understand them:
- What problem do you solve.
- Who do you solve it for? (Is it for you?)
- What is your solution (bonus for “when” and “how”). “
Bell demonstrates these three objects on his own site and in the hero. You can find clarity in action in the picture below.
Bell says: “You have no second chance at a first impression, so it is crucial to nail this in your hero department so that visitors want to scroll to find out more.”
Simply add to an existing website? Yes! You should be able to change your website’s news within minutes on your website. Any CMS, or Drag-and-drop website Builder Should give you functions to make these changes.
2. Copywriting with a consumer focus
The second component of a good website is the consumer focus. While this point overlaps with the clarity above, I wanted the consumer focus to have its section because I think it is incredibly important, and so it does so Tasmin Lofthousea freelance conversion copier and founder of Fika digital
Lofouse warns: “Too many brands concentrate on yourself when it comes to your website messages.”
According to Lofouse, brands should be able to move into the shoes of their target audience and see their product or service from the perspective of their customer.
“It is not enough to sell people based on functions and advantages.
In marketing we talk about the four horsepower: product, price, place and advertising, but I would argue that the four CS of marketing are a better perspective for texts. The four CS include: customer, costs, comfort and communication.
According to Lofouse, you should “Detailed customer research and film your website messages to center the emotions, motivations and needs of your customer. In this way you can make sure that your website messages speak directly to your heart of your consumers without ever having the feeling that they are sold.”
Simply add to an existing website? This is easy to add to your existing website as long as you know how to tell you what you do. If you don’t do this, branding exercise could be a helpful project.
3. Pages that correspond to the search intention
If SEO promotes traffic to your website, you have to think about the experience that the visitor makes when he clicks on your side. It is important that the page provides the information about which the user asks.
Ben PoultonFounder of IntellarThink about what makes a good website from SEO perspective.
Poulton says: “There are a lot of overlaps with design, UX, content and technical best practices. High -performance websites have clear hierarchies when it comes to navigation and content consumption.
“If users are looking for a product, you probably want to buy, but it is probably also many other intentions to meet.
- How do you use (the product)?
- What do the reviews say?
- Shipping times
- Supplementary product
- Advantages
- Compare
“A good target page will record all of this.”
I have worked in SEO for over a decade and voice Poulton. SEO drives a lot of new traffic to a website, and if someone has never heard of them, they need additional trust builders to lead them to conversion.
It is important to think about the components of a single page and how these components contribute to a measure. If you adhere to product pages, all components of the page should help to advance this final conversion and a sale.
Holland & Barrett Do that really well. Below you will find a screenshot from your website. On the product page you made the conversion very easy, but also included many supportive content such as delivery and returns, sustainability, reviews and much more.
Poulton has a tip to find out what should be recorded on your page. He says: “(Combine) existing customer feedback (if you have it), search intention (what to expect to get format and medat, also to ward off other data across your marketing channels.”
Simply add to an existing website? For smaller websites, it is easy to make changes to the page, but larger websites, in particular e-commerce, may have to consider complete redesign and restoration before the search intention is fully implemented.
PS have to rebuild your website? Don’t worry! Drift Kings Media has a complete guide to creating a website from scratch.
4. Social proof
Andrew Ganesh is a consultant for digital marketing Neshworks. He says that users (especially new users) who visit a website have to know that they can trust a company.
I agree that social evidence is a critical part of what makes a good website.
Ganesh says: “Visitors are looking for trust signals that help them find out whether the company is legitimate and credible.”
Examples of Ganesh include:
- Social evidence of platforms of third -party providers such as Google Reviews or Trust Pilot.
- Authentic 5-star reviews of people with real names who use the product.
- Video testimonials and text testimonials that use real names and people not actors.
- Industry badges, awards and awards as well as media results (as in …).
Ganesh says: “Visitors expect these trust signals to signal within seconds (and)
expect positive experiences.
“Visitors decide within seconds, whether they go on the website or stay on the website. If a website does not indicate any social proof of the wrinkles, near CTA buttons and on the entire side, assume that it is not a credible business.”
The above screenshot from Holland & Barrett shows examples of social evidence in the form of reviews and sustainability claims.
Simply add to an existing website? You should be able to update your website so that you contain social evidence. The challenge is to maintain the content. For example, it can be a challenge to receive user -generated content such as videos from happy buyers, but don’t let it stop! Now collect social evidence.
5. Customer statements
Customer statements are mentioned above as part of the social evidence, but I wanted them to have their own section in this article because they are absolutely critical.
Potential customers have to trust you before you decide to work with you. Fortunately, customer testimonial sites can help you effectively build this trust with potential customers.
Use your website to build your credibility by sharing your expertise and successful track record with customers and customers. If you receive testimonials, ask your customers for permission to use their real names. Real notes of recognizable companies and organizations mean much more than an anonymous certificate or a quote from a fictional person.
Case study pages should have a consistent, concise format and a consistent template to explain which problem a customer had, how your company solved it and with which process you received a solution.
Top tip: Create a brand page on your website via a URL like your domain.com/reviews/ so that you can search brand search in Google. Too many brands give these “review clicks” on websites of third -party providers such as Trustpilot, G2 or even Facebook.
Simply add to an existing website? You should be able to easily add some testimonials! The new page from the upper tip may require a little more work, such as: B. a design and build, but you should now be able to create the page instead of waiting for a larger website project.
6. Optimized UX
Optimized UX feels like child’s play for this article. Obviously, but not always easy to implement.
Gedimina’s Scharrbirmontas Is the older Web -UX designer at Omnic. Scharmirmontas believes that how well a website corresponds to business goals.
It is important that a website is over an UX optimized to promote business goals such as conversions.
Insultalontas says: “The entire design and functionality should easily lead users through their journey. A good example is Tapcart. “”
Scharmirmontas collapses why the Tapcart website works. He says: “It has everything:
- An elegant, luxurious design.
- Interactive elements.
- Intention.
“Everything, from the consistent button styles to inline form validation and Shopify One-Click-Setup, is created to reduce friction and help users get ahead quickly.”
Creating a deliberate website design with which users can convert everything is the digital UX design.
Simply add to an existing website? In general not. You could work by page, but ideally UX would be attacked as a local consideration, so that every step of buyer trip is optimized for success.
7. COntact information
The inclusion of contact information seems easy, but many companies miss this. And it is undeniably important.
If possible, you would like to:
- Telephone number.
- E-mail address.
- Physical address.
- Or other contact media where you want people to reach you for sales inquiries.
This information will prefer to be in a easy -to -find place such as the header of the page.
Also consider a clickable “E -Mail us an e -mail!” To record. CTA, which either opens an e -mail client or links to your contact form. And if you speak of forms, you may want to embed “Contacts” forms on your website. Visitors don’t have to do a scavenger hunt to find out how to get in touch with them.
Nirmal Gyanwali Is the founder and CMO at WP creative. He believes that it is crucial to contact someone on good websites to contact. Gyanwali uses Airbnb to illustrate his point of view.
He says: “Clear contact information shows visitors that they deal with a legitimate company.
Take the Airbnb website as an example. Each list contains host details, guest reviews and security measures. Your secure booking process and money back guarantee help visitors to feel comfortable when they make a reservation.
“These little trust signals make a big difference in conversion of hesitant visitors to customers. If a website feels credible, people with greater likelihood remain with them, exploring and doing business.”
Simply add to an existing website? Yes! Add your contact information from your footer and create a page on your website. Add the contact page to your header.
8. About us side
The share of your history and highlighting basic values is of crucial importance for the long -term success of your brand. How the contact page builds a good thing about the side.
Simply put, people take care of whom they do with business. So tell people who they are and why their work is important. That means, keep it briefly. Customers have no time to read a research paper.
Take a look at this about us and about me.
Simply add to an existing website? That should be very simple! You have to add a new page, and for example, pages are generally not interpreted excessively, so that A Good drag & drop builder Or a simple page template should be everything you need.
9. Blog
All digital, social and other online marketing require high quality content. A blog is one of the most effective options that you have to create and distribute for the creation and distribution of high -quality content in terms of your products or services.
As SEO, I am a big lawyer for blogging. However, you don’t have to cover everything to write an excellent blog. You would like to think about keywords and topics in connection with the requirements of your buyer.
I follow the blog performance by monitoring the number of people who buy after reading a blog. See the segment overlaps report from G4: A little more than 9% of the total turnover came from people who looked at a blog and bought within one month.
Ilya TeleginHead of the content at ImprovadoAppeals to the role of content when creating a good website. He says: “High -quality content means clear, useful and appealing information that answers the questions of the audience. He creates trust, keeps people on their website longer and helps with SEO so that more people can find them through search engines.
“If our website only had product descriptions, but no valuable blog posts, case studies or instructions, potential customers would not see us as experts in this area. However, if we offer detailed articles, we will form visitors and make them more likely that they trust and buy. Good content not only for words, but about solving users.”
To maximize the SEO, your blog should be listed under your domain (something like www.yourcompany/blog) instead of a third party.
Ultimately, a blog can help you reach a new audience, to sharpen brand awareness and convert potential customers through educational, valuable content.
Simply add to an existing website? In general, adding a blog is easy, especially if you use a CMS like WordPress or use Content Hub. The broader challenge when writing high -quality content is resources.
10. Social media icons
As soon as your website brings traffic regularly, it is important that you refer with your social media sites so that customers and customers can follow them.
However, it is important not to overdo it – if you have doubts, the simplicity of scale is. For example, If you work for an E -Commerce companyConsider being connected to some visually appealing pages such as Instagram, Pinterest or YouTube.
Of course, do not add platforms that you do not update regularly. You build trust, and this is done regularly by regularly updated and relevant content and answering questions from customers and leads.
In the following screenshot you can see how Drift Kings Media shows his social media symbols. Drift Kings Media is an excellent example of how social media icons contribute to a good website experience. All symbols are available and it is clear which social media the graphic will link to. Drift Kings Media socials are also updated regularly.
Simply add to an existing website? Yes! This should be very simple. If it is not easy, you may want to consider a new CMS with which you can control your own website.
11. Geographical details
46% of all Google search search for local information. If your company is not optimized for local search, you can miss potential customers looking for products or services in your geographical region.
Most companies with inpatient locations rely on customers in a certain geographical area. Fortunately, when many people are looking for a product or service, they contain a location. Inclusion of your location information helps your SEO strategy and the people who are not familiar in your region to find your company.
For example, if you need a locksmith, you can search “locksmith in Maplewood, NJ”. For this reason, you should use your location in side titles and other metadata as well as in the text displayed on your website. If you have several cities that you serve, you should consider creating the target pages on your website on your website in order to obtain simpler navigation.
Justin Herring Is the founder and CEO at YES! Local. Herring says: “I found that a clear, search-effective content made a big difference when one of our local business customers jumped on the top of Google search by redistracting his website text and meta descriptions.
“The key is to create content that loves both search engines and real people – I saw how the bounce rates have dropped by 40% if websites make this balance correct.”
Simply add to an existing website? Yes, that would be easy, but it could be time -consuming! You don’t have to wait for a completely new website to implement the local SEO SEO.
12. Live chat
Chatbots cannot replace real people with customer service, but they are a good alternative for those who do not call or want to call an e -mail and may inquire about services or simple FAQs. To meet customers where they are and give the immediate feedback, you should install a live chat option on your website.
Chatbots are easy to program and many don’t even need code. Artificial intelligence has made this functionality much more feasible for companies of all sizes. In fact, many companies offer live chat as a simple plugin for their CMS platform.
Other reasons to take a chat bot into account:
- Chatbots increase the leads. According to Statista, 26% The leads increased from B2B marketers that use chatbots.
- Talks with chatbots can help you understand your audience 57% From B2B marketers.
- In 2022, 43% From American marketers stated that chatbots contributed to clarifying prospects.
Simply add to an existing website? Yes, very easy! As long as you can access the code of your website, you can add a chat bot. Drift Kings Media’s Chatbot Builder Makes it very easy to add a chatbot.
13. ORiginal videos and pictures
However, customers like pictures are tired of stock photos, especially products or services. Here authentic videos and photos can help behind the scenes.
For example, if your company offers service such as landscape design or IT maintenance, you will show before and after and after the pictures of your work.
If your service is a little less tangible, such as B. insurance or life coaching, show pictures of your friendly staff and your belief system with visual. Or even better, include video. Videos in which you explain the purpose of your company are powerful ways to increase potential customers.
Simply add to an existing website? Unique images are videos in relation to the technical way very easy to add to existing websites. The more comprehensive challenges with unique pictures and videos are generally resources and budget.
14. NEwsletter registration button
This offers your website visitors the opportunity to remain up to date via a subscription for your blog posts, newsletter or product publications, is a great way to stay first-class for potential customers and customers.
With a subscription you can share information about your company via e -mail marketing and at the same time create your e -mail list. Use this list to exchange information about your customers and potential customers to say whenever you have.
I spoke to Amber COOTEAn ECRM account manager who manages e -mail campaigns for your customers.
She says: “Not everyone who ends up on their website is ready to press the ‘Now’ button immediately – and that’s perfectly fine! Most users only browse, make some research or put out whether they really need what they offer.
“This is exactly why it is so important to find catchy CTAs for email registrations or forms.
COOTE recommends an appealing CTA that deserves some of an e -mail exchange for the user. She says: “It is a great way to encourage you to register – and stay in connection.”
One of the advantages of the construction of audience in e -mail is that you can segment the audience and track the success and quality of the traffic landing on your website.
Cote says: “This taught me that the true power of a newsletter registration lies in its ability to promote the perspectives over time. My goal is not to rush the process.
Simply add to an existing website? It should be easy to add a registration module.
Pro tip: Lifting spots Newsletter Builder Makes easy work when creating newsletters.
15. Side speed
I did not want to end this article without covering the side speed because it is a critical part of a good website building, but its value can be overrated.
The side speed is one of the few elements that you can measure quantitatively. Google Page Insights and Lighthouse services provide data and reviews. It is the measurability of IT that, in my opinion, can dissolve its meaning.
Stewart Law is that Technical SEO at Forank. He spent years as WordPress developer and now focuses on technical SEO. Knowing the knowledge of the law is that it understands the effects of side speed inquiries on DEV, which actually moves the needle and what is best left for a new build.
The law has achieved side speed values of 90+ on all of our websites, but the truth is that it had to rebuild some of them to achieve this.
For the average website, the law does not always recommend shooting for the highest side speed.
I asked the law for general side speed problems that he sees and that is often (but above all, not always) easy to fix.
The law usually sees the following problems, and these are often effective and easy to fix.
- Image sizes are a big problem for the side speed. Make sure the pictures are compressed. This starts with uploads, but pictures can be compressed with code or plugins if they are on WordPress.
- Browser caching Prevents pages that reload the same asset every time someone shows a new page.
- Minify CSS and JavaScript Because it is an easy way to reduce the total file size of the page.
- Apply lazy shop can have a massive performance, especially on imaginary pages.
Simply add to an existing website? You can now solve some elements of the side speed, including the common problems listed above, on your website! Larger objects may have to wait for a reconstruction.
If you need help with the speed of the website and find lighthouse or Google pages a little overwhelming, you can use Drift Kings Media -Wishy Grader. It cuts through the noise and comes directly to the most important points, including caching, minimizing CSS and JavaScript and much more.
16. analysis
There is also another critical element that you should take into account when designing your website: analytics.
Analytics can help you determine how your website is currently working, which pages that attract most visitors and how you can improve in the long run and in your web design.
While you can follow all best practices for design, what makes you a good website for you, for your users and the business goals. So follow your users, see what you click on, where you register and repeat what works!
Use my websites as a checklist to create the ultimate website
Hopefully this article will help you to determine some of the most important components on your own website. This article contains the findings of some of the best UX designers I know, and I hope my tips on whether you have to redesign your website or not, or can screw elements to an existing site.
Remember: It is important to continue testing your web design over time to ensure that customers’ expectations continue to meet and surpass the customers.
Note from the publisher: This post was originally published in January 2010 and was updated for completeness.