What Makes a Good Website? 11 Qualities of Effective Websites

For businesses, your website serves as your storefront, communications center, brand headquarters, and customer service hub. It is the heart of your brand and must be enticing, secure, and easy to navigate and use.

In fact, 88% of consumers are less likely to return after a bad site experience and 32% of consumers say they would leave a favored brand after a single negative website experience, according to web user experience research firm Baymard Institute. They also report that every $1 spent on user experience creates $100 in value.

So, exactly what makes a good website? Discover the essential qualities that can transform a humdrum site into a magnetic force to attract customers, build trust, lower bounce rates, and drive conversions.

11 qualities of a good website

1. Clear purpose and value proposition
2. Visual appeal
3. Customer-centered user experience (UX)
4. Strong site performance
5. Clear calls to action (CTAs)
6. Search engine optimization (SEO)
7. Relevant content
8. Personalization
9. Accessibility
10. Technical security
11. Credibility signals

A good website requires a combination of strategic planning, thoughtful design, technical excellence, and user-friendly content. Drawing from current best practices and trends in web design, let’s look at the fundamental qualities that go into a successful website. All of these qualities share the ultimate goal: attracting and keeping satisfied customers, increasing conversions, and boosting sales.

It’s worth noting that making a good website is not a one-and-done affair. It requires constant evaluation and adjustments. Jodie Harrison, former chief brand officer of British clothing company Belstaff, echoes this point on Shopify Masters: “A website is a continually growing beast. We’re continually having to feed and evolve and update and tweak. Our roadmap is never-ending in that regard.”

1. Clear purpose and value proposition

Before you write or design anything, you should define the problem your business solves, your target audience, and what makes your products or services unique. Establishing a clear value proposition allows you to design your site and create content that aligns with user intent.

What you can do:

• Use the About page to concisely explain your purpose.

• Highlight your offering’s unique advantage and benefits.

• Ensure all content aligns with your core message.

Example: Hodinkee’s Our Story page concisely states its mission and value proposition as “the preeminent resource for modern and vintage wristwatch enthusiasts.”

2. Visual appeal

First impressions make a difference, with website visitors forming an opinion on your site in about 0.05 seconds. A visually appealing website uses color, images, typography, and layout to create a professional environment that showcases your brand personality and entices visitors.

Cereal brand OffLimits, for example, spent longer than usual on website design, with founder and CEO Emily Miller encouraging the brand’s design agency to go wild and get creative. “It was fun for everybody to work on, and then we came out with this wacky, totally new type of way that brands can have their websites represented,” Emily says on Shopify Masters. “It doesn’t always have to be so transactional and sales-focused. I’m much more focused on play and kind of creating, like, a fan page, because that is, to a certain extent, what it feels like.”

What you can do:

• Present a clean layout that isn’t cluttered or too text-heavy and includes plenty of white space.

• Use impactful, high-quality product photos and graphics that grab attention.

• Focus on a foundational color scheme that supports your brand identity (three colors is recommended).

Example: Kai Collective greets visitors with stunning high-quality fashion photos that take center stage in the hero area above the fold. The branded shopping bags in the image below subtly reinforce the company’s aesthetic.

3. Customer-centered user experience (UX)

A good website is easy to use because it makes the user journey a priority and is designed to enhance user experience (UX). When customers can effortlessly browse, filter, add items to their cart, and complete purchases, they are far more likely to convert, spend more, and come back often. A confusing user interface can lead to high abandonment rates and lost sales.

Jodie of Belstaff emphasizes that customers should receive consistent levels of attention and service regardless of the channel, with Belstaff’s ecommerce site offering a compelling, frictionless experience where shoppers can navigate the site and find what they want easily.

Belstaff’s site is simple and straightforward, with only five header menu options (new arrivals, men, women, motorcycle, and sale) that expand into different clothing categories.

What you can do:

• Label the menus clearly.

• Add a search bar for quick access to products and information.

• Create effortless pathways to product pages, carts, and checkout.

• Minimize clicks and pain points and eliminate dead ends.

Example: The dropdown Designer menu on the Clothes Mentor website organizes product browsing by category and the most popular brand names, giving shoppers quick access but not overloading them with too many choices. Note the magnifying glass search icon as well, which allows visitors to skip the dropdown menus completely and search for the item they want.

4. Strong site performance

Patience wears thin on the web quickly. Visitors don’t want to wait for pages to load or make do with pages that aren’t optimized for their mobile devices. A site that loads in one second has a conversion rate three times higher than a site that loads in five seconds (and five times higher than a site that loads in 10 seconds), according to a Portent marketing agency study.

And, if your site doesn’t load or display properly on mobile, you’re missing out on a huge opportunity. About one-third of the US population uses their phone to buy something online at least once a week, according to Consumer Affairs. Google also uses mobile-first indexing, which means it uses the mobile version of your site to rank pages in search results.

What you can do:

• Use a reliable hosting service that guarantees 24/7 uptime and handles traffic spikes.

• Optimize images for reduced file size and faster loading.

• Test and fix broken links, buttons, and checkout errors.

• Adopt a mobile design approach, using a responsive design layout that automatically adapts to multiple devices, from smartphones and tablets to desktops.

Example: Ebike company Cowboy adapts its site design to fit the smaller screen format of mobile devices. On the homepage, the main navigation is hidden within a hamburger menu rather than spread across the top of the page. Product pages are decluttered and minimalist in design, enhancing readability. Users can swipe down for more images and sales copy.

5. Clear calls to action (CTAs)

Calls to action (CTAs) guide visitors to desired outcomes. They may be buttons, links, or phrases like “Add to Cart,” “Buy Now,” “Learn More,” or “Sign Up.” Optimizing CTAs increases conversions. Without clear directions, visitors may browse but won’t take the next step, meaning your business may miss out on sales opportunities.

What you can do:

• Create clear and concise CTAs.

• Make CTA buttons stand out from the background so they’re easily identifiable.

• Strategically place CTAs throughout the site, but don’t overdo it.

• Use persuasive content that encourages immediate engagement (“Limited Time Offer,” “Unlock Your Savings,” etc.).

Example: World Wide Stereo’s homepage features a carousel of featured images, each with a unique yellow CTA button to harvest leads and direct visitors to featured product reviews.

6. Search engine optimization (SEO)

SEO techniques help optimize your website for search engines like Google, making it easier to crawl, index, and rank your pages for relevant search queries. This attracts organic traffic, allowing visitors to find your site through search engines without you paying for ads. Higher search rankings mean more visibility, more user clicks, and ultimately, more potential customers landing on your product pages.

What you can do:

• Use relevant keywords to optimize content and product descriptions.

• Optimize your site’s technical performance, including page load times and mobile-friendly design.

• Use structured data in schema markup, which helps search engines understand content more precisely.

• Make content easy to share on social media, which positively impacts search ranking.

Example: Search Google for bookshelves made in Vermont and Vermont Woods Studios ranks highly in the results. Its landing pages are filled with keywords that contribute to its strong SEO performance. The manufacturer’s Solid Wood Bookcases landing page, for instance, highlights that the “solid wood bookcases” are “handcrafted in Vermont” with “premium … hardwoods” like “cherry, maple, oak, and walnut.”

7. Relevant content

A key element of SEO, well-crafted website content is relevant information that educates, persuades, and converts. It is fresh, accurate, valuable, and user-centered. The page structure and writing style should appeal to the target audience, answer questions, and help users accomplish their goals. Quality content builds authority, improves search engine rankings for relevant keywords, and attracts organic search traffic. Visitors stay on-site longer, which reduces bounce rates.

What you can do:

• Add detailed product descriptions.

• Create a content strategy, which may include a blog and evergreen content such as how-to guides and listicles.

• Answer frequently asked questions (FAQ).

• Spice up the site with engaging video and audio.

Example: Gnarly Nutrition’s “Gnarly Stories” blog provides informational content that educates consumers and markets its products. The blog is regularly updated with fresh content, which contributes to growing customer loyalty.

8. Personalization

An effective website encourages ongoing customer engagement and exploration, paving the way for an enjoyable user journey. The goal is to keep visitors immersed and willing to explore more of your offerings. One great way to drive engagement is to add personalization features. McKinsey & Company reports that 71% of consumers expect personalized interactions, and about three-fourths are unhappy when businesses don’t do this.

What you can do:

• Strategically suggest related content or products on product and search result pages.

• Include interactive elements that provide specific recommendations or answers (like quizzes and calculators).

• Create dynamic content based on the type of visitor or the product pages being viewed.

• Use triggers based on specific visitor actions, such as an abandoned cart reminder when someone adds items to their cart but doesn’t complete checkout.

Example: At Revision Skincare, visitors can take a short quiz to find the perfect Intellishade formula for their sunscreen needs.

9. Accessibility

A good website is usable by everyone, regardless of abilities. An inclusively designed site is the right thing to do and a competitive advantage, as you want everyone to be able to do business with your company. Accessibility testing demonstrates your brand’s commitment to inclusivity and social responsibility, which enhances your reputation. Many accessibility design practices overlap with good SEO practices and overall usability, which benefits all users.

What you can do:

• Perform accessibility testing to determine how your site is doing (Accessibly is one tool you can use).

• Choose a theme that follows accessibility standards (like WCAG).

• Include alt text for images (for screen readers) and use sufficient color contrast on web pages.

• Organize using proper heading structure for hierarchical navigation.

• Add keyboard navigation alternatives for mouse-free browsing.

Example: Revice, a maker of premium denim clothing, includes a detailed page listing its accessibility features on its website. The page also provides contact information for visitors with accessibility-related questions or feedback.

10. Technical security

Customers won’t make purchases on a site they perceive as insecure. Baymard Institute research from 2025 found that 19% of survey respondents had abandoned their online cart in the past three months because they didn’t trust the site with their credit card information. Maintaining good website security fosters trust among your users.

What you can do:

• Choose a secure hosting provider with robust user security protocols.

• Conduct regular vulnerability scans to avoid data breaches, downtime, and damaged reputation.

• Keep all software updated.

• Require strong, unique passwords or multifactor authentication for accounts.

• Have a valid SSL/TLS certificate, which encrypts data between the browser and server, protecting sensitive data like credit card details.

• Ensure PCI DSS compliance for all payment card processing.

Example: Many sites instill confidence in visitors by including a security statement, like the one from Luxe Water Walls. This gives customers and potential customers peace of mind, knowing you take security seriously.

11. Credibility signals

Customers on ecommerce sites cannot physically inspect products or interact face to face, so they must rely on digital cues. You need to provide social proof to lower barriers to entry. To reassure customers and search engines of your legitimacy and expertise, reputable websites include plenty of credibility and trust signals.

What you can do:

• Display accessible contact information (phone number, email, and physical address, if applicable).

• Showcase customer testimonials and positive reviews (e.g., star ratings, review widgets).

• Highlight certifications, awards, or media mentions.

• Share case studies.

Example: The customer testimonials at Chocolate.org are used to affirm the quality of its product and build credibility among potential customers.