What Makes a Good Website?
Your website is your shop window - and for most small businesses, it’s the first place customers meet you. With 74% of the world now online, having a website isn’t optional, it’s essential. But many SMEs get it wrong by rushing in without a plan.
Here’s how to make your website work for your business:
1. Think Like Your Customer
Ask yourself:
Can visitors navigate easily?
Is the messaging clear and relevant?
Is branding consistent across pages?
Are you tracking performance to spot pain points?
Tip: Don’t start building without a plan. Structure your pages logically and guide users toward your key actions: contact, book, or buy.
2. Build on Solid Foundations
Before creating pages, get clear on:
Brand identity: Your mission, values, and voice.
Products/services: What customers truly value.
Target audience: Who they are, what they need, and how to solve their problems.
Choose a memorable domain name and reliable hosting, then plan your website’s wireframe - deciding what pages go where.
Tip: Workshop your pages with your team using post-it notes to group them logically.
3. Make Content Work
Use plain English and avoid jargon.
Include keywords for SEO.
Break up copy with sub-headers, bullets, and links.
Add a clear call-to-action on every page.
Keep spelling, grammar, and tone consistent.
Tip: Draft in Word, paste into Notepad before uploading, and avoid over-relying on AI for copy—it can dilute your brand voice.
4. Design for People
Prioritise readability, accessibility, and responsive layouts.
Use images that reflect your brand and include ALT text.
Ensure fast loading speeds and mobile-friendly design.
Include trust signals like testimonials or certifications.
Tip: Every design choice should make it easy for visitors to understand your business and act.
5. Keep It Alive
Track performance with analytics.
Update content regularly.
Optimise for SEO and adjust based on data.
Bottom line: Your website should showcase your business, build trust, and guide visitors to action. Done right, it’s not just a site - it’s a marketing engine.