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What Makes a Good Website? 12 Key Features to Stand Out

An engaging and well-designed website makes an instant positive impression on customers, improves the overall user experience, and increases engagement.

However, if you’re just starting out, you might need help to understand what makes a site great or how to make a website in the first place.

Thus, we will explore what factors make a website well-designed, from its basic structure to advanced functionality.

A successful website attracts visitors and provides a positive user experience. Here are some certain qualities that a good website should maintain.

Need more help understanding what makes a good website? Contact us for a free consultation here.

1. Easy to Navigate Website

Every website needs a good navigation system to increase engagement, conversion rates, and overall satisfaction. The well-designed site navigation will also make it easier for search engines to index your website, helping you achieve better rankings.


2. Good Website Speed

Page load time is another important criterion for ranking web pages in their search results. A fast website improves user experience, increases search engine rankings, and decreases the bounce rate. This can be done by running a speed test or using tools such as Google’s PageSpeed Insights or GTmetrix.

3. Responsive Design

A responsive design is a web design approach that allows your website to adjust its layout on the device used to view it.

This ensures the website looks great and functions properly on all devices, from mobile phones and tablets to desktops or laptops. Responsive and mobile-friendly design can improve user experience, as visitors can easily interact with the content regardless of their device.

4. Follow Security Protocols

A good website should emphasize user security to appear more trustworthy to potential customers. Performing website security audits can help prevent cyber attacks such as SQL injection and cross-site scripting, which can compromise the website’s integrity.


5. Optimized for Search Engines

Ensuring a website is optimized for search engines is important because it can improve search rankings.

Optimizing a website for search engines makes it easier for search engines to crawl and index the website’s pages, making it appear higher in the search engine results pages (SERP) for relevant search queries.

6. Simple Inquiry and Checkout Process

This step is imperative, especially when you’re creating an eCommerce site. Follow these steps to ensure a smooth checkout process for your online store:

  • Use a simple checkout process. Reduce the number of steps and fields required during checkout, keeping it minimal.
  • Display costs and shipping options. Ensure customers know exactly what they are paying for and when they can expect the order to arrive.
  • Provide clear and concise instructions. Help customers understand what they need to do at each step of the checkout process.
  • Ensure secure checkout. Use a secure server and SSL encryption to protect customers’ personal and financial information.
  • Offer customer support. Offer customer service and support throughout the checkout process to help customers resolve any issues they may encounter.

7. Up to Date Content

A great website needs to remain up-to-date to guarantee a positive user experience. Regularly updating a website will improve user experience and potential security breaches.

Regularly updating your website ensures visitors learn about new features, encouraging them to revisit the site. Additionally, it ensures it is compatible with the latest web browser versions and devices and guarantees that users’ data is secure.


8. Clear Value Proposition

The finest websites often offer a clear value proposition to help establish trust and credibility with potential customers while helping you stand out from the competition.

To develop a clear site value proposition, list the benefits of your products or services and how it solves the customers’ problems.

Additionally, include strong arguments why you provide a better solution than the competition and highlight your website’s unique features and aspects. This could be a tailored customer service experience, a large selection of products, or something else that sets your website apart.

9. Good Copy

Copywriting aims to connect with your target audience and prompt them to take a certain action through storytelling. This is a principle highlighted in many StoryBrand websites. Incorporating a copy reflecting user intent will increase your chances of gaining customer loyalty.

10. Clear CTAs

A call-to-action or CTA is an image, text, or button that aims to guide the reader through each sales funnel step.

Below are some characteristics of high-converting CTAs:

  • Visible. Use bright, contrasting colors to ensure your CTAs stand out from the rest of the content on your page.
  • Action-oriented. Use a copy that evokes a sense of urgency to motivate users to click on the CTA. For example, instead of using “Click Here” opt for other action-oriented words such as “Buy Now”“Claim Deal”, or “Register Now”.
  • Straightforward. It should highlight a specific benefit user will get after clicking it. Also, keep your call-to-action short so it fits within the button frame.

11. Quality Visuals

Most exemplary sites incorporate quality visuals to improve the website’s overall appearance and user experience. It’s best to avoid using stock images as it will make your site appear mediocre and unprofessional.

Instead, site owners should use original, high-quality images relevant to their website and align with their branding and messaging.

12. Capture Quality Leads

An excellent website will allow for the segmentation of leads, which can help businesses to better understand the needs and interests of different groups and tailor their communication accordingly.


Creating a good website requires careful consideration of numerous factors, including design, navigation, search engine optimization, and user experience.

In short, remember that a web site should be easy to use, visually appealing, and provide valuable content to the users to be considered a good website.


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