A website can make or break a business. Whether you’re building one from scratch or giving yours a much-needed refresh, there’s a lot to consider.
To dive deeper into what makes a killer website, we sat down with Sydney Jerome, the web designer behind Best Marketing Co.'s standout digital presence. Her insights reveal the key elements that create websites that not only look great but also convert visitors into loyal customers.
1. What’s the Secret to a Successful Website?
A website serves as a digital handshake—the first impression your brand makes. To be effective, it must be simple, easy to navigate, and visually appealing. The goal is to help visitors find what they need quickly and guide them through clear calls to action like “Book Now” or “Learn More.”
Sydney emphasizes the importance of using clear, approachable language. Instead of overwhelming users with jargon, focus on providing helpful and relevant information. A website should foster connection, not confusion.
Another vital element is ensuring your brand identity is well-represented. Consistent branding—such as logos, colors, and fonts—should be reflected across the site. This builds trust and makes the site feel cohesive, reinforcing your brand in visitors’ minds.
2. Mobile-Friendly: Non-Negotiable
With over half of web traffic coming from mobile devices, a mobile-friendly design is essential. Building for small screens first ensures a seamless experience across all devices. Responsive design frameworks are invaluable in achieving this, but testing across multiple devices is equally crucial.
Simple adjustments like making buttons easy to tap and using readable font sizes significantly improve user experience. Even the smallest design elements can make or break engagement on mobile platforms.
Sydney recommends prioritizing load speed on mobile. Compressing images, minimizing code, and reducing redirects all contribute to faster load times. “People aren’t going to wait around for a slow site,” she explains. “Fast, responsive sites not only improve user experience but also rank higher in search engines.”
3. Watch Out for These Technical Landmines
A slow website can drive visitors away. Optimizing images, enabling caching, and regularly updating plugins keeps things running smoothly. SEO also plays a critical role—without it, even the most beautiful site risks being invisible on search engines.
Frequent audits help identify and fix common pitfalls like broken links, missing alt text, and outdated metadata. Regular maintenance ensures your site stays competitive and user-friendly.
Security is another overlooked aspect. Sydney recommends ensuring SSL certificates are in place and regularly updating software to protect against vulnerabilities. “Security builds trust. If users see ‘Not Secure’ in the browser, they won’t stick around.”
4. Make It About Them, Not You
User experience should take priority. Visitors arrive looking for answers, so structure your site to address their needs directly. Clean navigation and an intuitive layout make it easier for them to find essential pages quickly.
Content should focus on solving problems and answering common questions. Including blogs or resource pages can enhance engagement while positioning your brand as an expert. Incorporating live chat or AI-driven tools can further personalize the experience, offering immediate assistance to visitors.
5. Tools for Beginners (Because We’re Not All Coders)
Building a website doesn’t require coding expertise. Platforms like WordPress, Wix, and Squarespace offer intuitive, professional-looking templates suitable for beginners. Each platform caters to different needs—Squarespace is great for portfolios, WordPress offers flexibility, and Shopify excels in e-commerce.
These platforms provide tutorials and support, making it easy for anyone to create a functional and attractive website without extensive technical knowledge.
Sydney also suggests exploring plugins and add-ons that enhance functionality. For example, SEO plugins can guide beginners through optimizing their content, while drag-and-drop builders simplify design adjustments.
6. SEO Basics: Keep It Simple
SEO doesn’t have to be complicated. Focus on using relevant keywords, crafting clear meta titles and descriptions, and ensuring fast load times. Content that genuinely helps users ranks higher on search engines.
For local businesses, including location-based keywords and maintaining consistent business information across platforms improves visibility. Sydney highlights the importance of backlinks—gaining reputable links to your site boosts credibility and enhances SEO rankings.
Regularly updating content also improves SEO. Fresh blog posts, case studies, or new product pages signal to search engines that your site is active and relevant.
7. Functionality vs. Aesthetics: Can’t We Have Both?
Functionality should always come first, but aesthetics play a crucial role in building trust and engagement. A polished design with cohesive colours, clean layouts, and consistent fonts enhances the user experience.
Consistency across the site creates a professional appearance, reinforcing credibility and making navigation effortless.
Sydney suggests conducting user testing before launch. Observing how real users interact with the site can highlight design flaws or areas of confusion that might otherwise be overlooked.
8. Don’t Skip the Small Stuff
Small details can elevate the entire website experience. Elements like favicons, custom 404 pages, and social proof through testimonials or case studies add a professional touch.
Accessibility is another essential factor. Ensure the site is usable for everyone by incorporating alt text, proper contrast, and keyboard navigation. Sydney recommends using accessibility checkers to identify areas for improvement.
9. The Bottom Line
Websites are never truly finished—they evolve over time. Starting with the basics and improving gradually ensures steady progress. Focus on creating a great user experience, optimizing for mobile, and developing content that resonates with visitors.
A website should grow alongside your brand, continuously adapting to meet user needs and industry standards. As your business evolves, so too should your online presence, reflecting changes in your products, services, and overall brand identity. This dynamic growth is essential in maintaining relevance in an ever-changing digital landscape. Regularly reviewing performance metrics is a critical aspect of this process.
By analyzing data such as page load times, bounce rates, and user engagement statistics, you can gain valuable insights into how your website is performing and where improvements may be necessary. Contact Best Marketing Co. today to get started with your website!