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4 Characteristics Of A Great Website

Daniel Kelly

Daniel Kelly

Web Design & Digital Growth Specialist

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A lot of small business owners tend to overlook the aesthetic appeal of their company website, focusing instead on social media which is understandably free and easy to setup. What they don’t know is that a great website helps extend their reach, increases brand awareness and reputation, and impacts their presence on the internet. A well-designed website sets the tone for your company’s culture, brand, and value. It is also helpful in boosting your SEO (search engine optimization), increasing your website’s ranking. This then allows people to find your business on the internet with the help of your search engine’s algorithms.

Putting up your own website may be easy and save you some money at the beginning but it’s gonna cost you a lot in the long run, unless you really know what you’re doing. An unprofessional looking website will not convey a clear brand message and only hurt your reputation.

What are the characteristics of an organized, modern, and responsive website?

Your Website: To DIY or Not

1. It Increases Customer Conversion/Engagement

Having a well-designed and well-organized website can help your customers quickly find what they are looking for. This will reduce the likelihood that they leave the site empty-handed. What tabs must your website visibly have and where should they be located?

Once this has been set up, you can ask a few people to try navigating your website and ask for feedback on user experience. You can also use the A/B testing method which tests two groups of people using two slightly different versions of your website. Otherwise, keeping it clean and organized should be enough.

A study conducted on health websites allowed researchers to identify the trust factors that design elements and content give to web visitors. 94% of the participants claimed that the design elements made the most impact while 6% said the actual content had the most effect the website’s credibility. The data gathered from this study hold the same basic principles that can be applied to other industries. What elements should you avoid?

Avoiding these pitfalls will ensure that you’ll get the conversions you want and need.

2. It Tells Your Company’s Story and Represents Your Brand

Your website directly reflects your branding so make sure to make it credible. It would also be helpful if you use the same colours and elements as your print marketing collateral such as brochures and digital ads which will help connect it to your brand and boost how users perceive it. A user-friendly website that is inviting also helps customers feel confident in your services and more likely to reach out to you. This increases their brand trust and likelihood for referral in the future.

How can your website be perceived as a credible one?

Your website’s content, as well as call-to-action, plays a major role when it comes to conversions. When writing CTA, consider using the word “free” which is said to increase sign up rate by 4.2%.

Well written and useful content is another characteristic a credible website has. If you want to further increase brand trust, share blogs on your social media channels occasionally. In doing so, users will perceive you as an industry leader, making them go to your website for advice and expertise.

3. It Is Built for Search Engine Optimization

Based on a survey, 85% of consumers use Google to help them find information about products before they make a purchase. This is one reason why when considering a website build or redesign, it’s important to always have SEO in mind.

A lot of people have been applying parallax design on their websites. Parallax scrolling is a special scrolling technique where background images throughout a web page move slower than foreground images, creating an illusion of depth on a two-dimensional site. However, parallax scrolling is not good for SEO. Search engines like to see websites that provide several, content-rich pages to users. Parallax sites are usually just one or two pages at most and having multiple H1 headers on the same page which is not SEO friendly either.

A study also showed that 68% of users in the United States are using the internet using a smartphone. This is why content should be readable across multiple devices, browsers, and platforms. Moreover, when a user is using a mobile device and searching for a business or item, Google’s newest algorithm update prioritize those websites that have a responsive (mobile) website.

4. It Has An Aesthetic Appeal

Every great website is designed with three important factors: logic, art, and creativity. A beautiful website makes its users unconsciously happy, making them stay longer and navigate more. Furthermore, a positive emotional appeal can turn into solid action.

Colour has a big influencing effect on the consumer buying behaviour and plays a major role in marketing products. According to a study, it accounts for 85% of the reason why someone decides to purchase a product. This is why you should consider your purpose and audience so you can use colours the right way.


Your website’s design can make or break your online reputation so make sure to take advantage of the opportunity to make an impact on your audience. Invest in a professionally designed website to ensure your company’s success.

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