What Makes a Good Website?

April 23, 2021 by in category Graphic Design, Marketing, News, SEO, Website Design with 0 and 1

What Makes a Good Website?

“Design is not just what it looks like and feels like. Design is how it works.”    Steve Jobs

So What’s the Secret to Creating a Good Website?

You know good website design when you encounter it because it knows what you need and delivers it. Good design is when the look, the feel and the operation of a site work together to make you feel like you matter. Design is at work when you’re hardly aware of navigating from one part of the site to another, because it feels so intuitive. What makes a good website? When the site does the thinking for you, and you get to sit back and enjoy the experience.

So what’s the secret to creating a good website? We asked the Imagefix web design team to come up with a list of web design essentials. If you want to create a site that works to deliver what makes visitors feel good, these are the 7 basic ingredients they recommend.


1. Focused Intent

A good website knows what its purpose is, and doesn’t deviate. If you have a website with the primary purpose of selling, every design decision you make should be based on whether it helps your visitor to buy. If it doesn’t, then discard it. ‘Choose one thing to do, and do it brilliantly’ is the number one secret of what makes a good website.

Amazon is an excellent example of the ‘selling’ website. Everyone’s front page is different, because it’s tailored to their tastes – but every front page is about making it easy for you to buy the things you love.

2. Technical Excellence

Good website design loads fast, is accessible on any device, and doesn’t have a load of snaggy errors that need workarounds. Behind every good website there are numerous carefully researched decisions that accumulate over time to create technical excellence. In the early stages these will centre upon your choice of a trustworthy hosting service, and a website creation platform (Imagefix uses WordPress) that supports your business aspirations.

There are 3 things every design decision needs to take into account: loading speed, search engine optimisation (SEO) and responsiveness. Without these, your website cannot be relevant, attractive to visitors, or efficient.

Website Data Protection

3. Openness and Trust

There was a time, not so long ago, when a lack of regulation allowed website owners to gather, hoard and sell personal data as part of the website operation. It is now illegal to misuse customer data and the onus is upon websites to demonstrate they can be trusted. At the very least your website should have:

  • SSL Certificate – an SSL certificate keeps user data secure, verifies ownership of the website, and prevents hackers from creating a fake version of the site. Websites with SSL certificates have https in their url.
  • Data Protection Policy – the General Data Protection Regulation (GDPR) gives visitors the right to know what personal data you collect, where it is held, and how long you hold it for. Publish your Data Protection Policy on your website.
  • Cookie Policy – cookies track, store and share user behaviour for profit. A cookie policy alerts visitors to your site to the cookies that are active on your website, what data they’re tracking and the purpose of their activity.

4. Friendliness and Care

When you have friends round to your house, you want them to feel comfortable, at ease. So you tell them where the bathroom is, and ask them to help themselves to food in the kitchen. Exactly the same principle is at work with web design.

An experienced web designer will start by working out the customer journey, which anticipates what a visitor will need at every stage. This is then mapped onto the design using straightforward navigation, helpful buttons, CTAs, and visual aids that show you how to buy.

5. Authored Content

A professional copywriter will ask what the ‘tone of voice’ is that you want for your site. They need to know who it is they’re speaking to so know how to address them. Knowing who will be buying from you, and what kind of content they want from you, is key to keeping visitors on your site.

If you’re unclear, take a look at your competitors and then do what they do, only better. Try to differentiate your offering by providing something unique. It could be an explainer video, research you’ve carried out, or awards you’ve received.

Authored Content

6. Good Looking

Fonts, imagery and colours are key ingredients to a good looking website.

  • Fonts should be consistent and easy to read. A highly stylised font may be perfect for your logo, but a disaster anywhere else. Visitors scan content, so you’ll want a font that helps them to do this. Arial, Helvetica and Georgia are considered the easiest fonts to read online.
  • Colours matter to your visitors, but you can tie yourself up in knots trying to second-guess which colour will ‘make them buy’. Instead, choose a primary colour that fits with your product. Coke is red, Amazon is orange, Twitter is blue. Then choose one or two complementary colours, and work consistently with them across the site.
  • Imagery creates a mood, shows what you’re selling, or provides inspiration to visitors. Whatever the purpose of the images on your website, they need to be high quality, relevant (rather than wallpaper), and meaningful. Visitors like images but they’re also expert at spotting poorly cropped photos, or blurred images. Take time over your images, and invest in getting them right.
Good Looking Web Design

7. Easy to Work With

Remember what it’s like to go to a really good restaurant? There’s no waiting around, attention is given to where you would like to sit, and your drinks are on the table within minutes. The menu is a delight to spend time with and you don’t feel rushed. Of course the food is excellent, you never doubted that it would be.

Good restaurants do the logistical thinking for you, so you can concentrate on the sensory delights of good food, drink and sharing time with others. A good website does exactly the same thing. It makes everything you want to do simple, and the experience of buying becomes a delight.


About Imagefix

Our core business is and always has always been web design; it’s what we love doing. Imagefix started out small over a decade ago, and we’re now a trusted web design agency in Bedfordshire, working across the UK with a team of impressive web designers. All our web designs emerge out of detailed conversations with our business clients, careful market research, and specialist input from copywriters, seo experts, and graphic designers.


Would you like Imagefix to create a web design for your business? Call us today for an informal chat with one of our web designers – 01525 715608

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