So, you’ve decided to build a website. 🎉 Great move! Now comes the slightly overwhelming part — how do you know if your website is actually good?
Is it about slick animations? Trendy fonts? Having a video that autoplays when the page loads (please don’t do that)?
Here’s the truth: a good website isn’t about being flashy — it’s about being functional. It’s not what you think looks cool. It’s what your visitors actually need to see, feel, and do when they land on your site.
At our small web studio, we’ve worked with dozens of small businesses, freelancers, and startups. And we’ve seen it all — from websites that look like digital masterpieces but confuse everyone, to simple layouts that convert like crazy.
Let’s break it down. Here are the 5 non-negotiables every good website should have — no jargon, no fluff, just the real deal.
1. Clarity Beats Cleverness (Every Time)
You’ve got about 5 seconds to convince a visitor they’re in the right place. That’s not enough time to decode clever puns or abstract taglines.
If someone lands on your homepage and thinks:
“Wait… what do they actually do?”
You’ve already lost them.
What to do instead:
- Use plain language. Say what you do right away. For example:
👉 “Custom cakes for every occasion” is better than “Whisking up sweet dreams.” - Have a clear call to action (CTA) above the fold:
👉 “Book your free consultation” or “Shop now” - Make your navigation simple and intuitive. Don’t hide the Contact page in a dropdown called “Let’s Connect” — just call it Contact.
Good design is invisible — it guides people without making them think too hard.
2. Speed = Trust
If your site takes longer than 3 seconds to load, your visitor’s already thinking about lunch. Or Netflix. Or the next business in the search results.
Slow websites kill conversions. Not just because people are impatient, but because speed subconsciously builds trust. If your site feels slow, old, or clunky, users assume the rest of your business is too.
How to fix it:
- Compress your images (JPEGs under 200kb is a good target).
- Don’t overload your homepage with videos, sliders, or endless animations.
- Use a fast, reliable hosting provider.
- Keep plugins and themes up to date (especially on WordPress).
- Need a quick check? Run your site through Google PageSpeed Insights. You don’t need a perfect score, but red flags are worth addressing.
3. Mobile-First is Non-Negotiable
80% of your visitors are probably browsing your site while scrolling one-handed on a phone, possibly while holding a coffee or a toddler. Your site has to look and work beautifully on mobile — no excuses.
Signs your mobile site needs help:
- Buttons are too small to tap.
- Text is crammed or cut off.
- Images load too slowly or not at all.
- Your menu turns into a 10-item accordion puzzle.
What a mobile-friendly site does:
- Loads fast, looks clean, and feels intuitive.
- Has readable text, tappable buttons, and well-spaced content.
- Works on screens big and small — from an iPhone to a Samsung Galaxy to a tablet.
Most modern website builders (like Webflow, WordPress, or Squarespace) offer responsive templates. Use them. Customize thoughtfully. Then test your site on real devices, not just your laptop.
4. Your Brand Should Shine Through (Not Get in the Way)
You don’t need a big logo, five fonts, and neon gradients to have a unique brand presence. In fact, the opposite is true: great branding is subtle, consistent, and clear.
What to focus on:
- Use consistent colors (preferably your brand palette).
- Pick one or two fonts and stick with them.
- Show your personality — but not at the cost of readability or user flow.
- Use authentic photos if possible. Even an iPhone shot of your studio beats a generic stock image of people in suits high-fiving.
Your website should feel like you, but not be all about you. Keep the user’s needs front and center.
5. Make It Easy to Take Action
This one’s huge. If your site is beautiful but doesn’t clearly guide people toward action, it’s just a digital brochure — not a business tool.
Every page should answer:
“What do I want the visitor to do next?”
Examples:
- Homepage → Book a call
- Product page → Add to cart
- About page → View services
- Blog post → Subscribe or contact
How to do it:
- Use buttons with strong verbs: “Start your trial,” “Schedule a call,” “Download now”
- Repeat your CTA in multiple places (especially on longer pages)
- Don’t hide your contact info — make it visible and accessible
People want to take action. Don’t make them work for it.
Bonus: Don’t Forget the Basics
Even the best-designed website will flop if it’s missing the basics. Make sure you’ve got:
✅ A clear logo
✅ Easy-to-find contact info
✅ Social media links
✅ Legal stuff (privacy policy, terms, cookies if needed)
✅ SEO titles and meta descriptions (so Google knows you exist)
You don’t need to obsess over every pixel. But the basics? Get them right.
So, What Makes a Website Good?
It’s not about being trendy or techy. A great website is one that:
✨ Tells people who you are and what you offer
🚀 Loads fast and looks good on any device
📱 Is easy to use — even with one hand and a bad WiFi connection
📸 Shows your personality without overwhelming the user
🎯 Makes it super clear what to do next
If your website does those things? You’re already ahead of the game.
And if you’re feeling overwhelmed — we’ve got your back. As a small web design and development studio, we specialize in creating websites that are not just beautiful, but smart. If you’d like a free audit or want to start building something great, let’s chat.
