Ask ten people what good website design is and you’ll get ten answers about colours, fonts and style. Those matter, but they’re not what makes a website good. A good website helps the visitor do what they came to do, quickly, on whatever device they’re using.
Here are the ten principles we use when designing sites for businesses, and a simple way to check how your own website measures up.
1. Clarity in the first five seconds
A visitor should know what you do, who it’s for and what to do next without scrolling. If your headline is something like “Welcome to our website” or “Excellence in every detail”, it isn’t doing that job. Say exactly what you offer, in plain words.
2. A clear visual hierarchy
The most important thing on the page should look the most important. Use size, weight, colour and spacing to guide the eye: headline first, then supporting text, then the main button. When everything is bold, nothing stands out.
3. One main action per page
Every page should have one primary goal: call, book, buy, get a quote or sign up. Secondary links are fine, but the main button should be obvious and repeated where it makes sense, especially at the end of the page.
4. Plenty of white space
Space isn’t wasted. It makes content easier to scan and makes key elements stand out. Crowded pages feel cheaper and harder to read, especially on a phone.
5. Readable typography
Use a body text size of at least 16 pixels, comfortable line spacing, and lines that aren’t too long on desktop. Stick to one or two typefaces. If people have to squint or zoom, they’ll leave.
6. Strong colour contrast
Light grey text on a white background looks stylish and is hard to read. Accessibility guidelines (WCAG) recommend a contrast ratio of at least 4.5:1 for normal text. Good contrast helps everyone, not only people with visual impairments.
7. Mobile first
For most businesses, the majority of visitors arrive on a phone. Design for that screen first: large tap targets, a tap-to-call button, short forms, and no tiny text or hover-only menus.
8. Speed
A beautiful site that takes several seconds to load loses visitors before they see it. Compress images, use modern formats like WebP, avoid heavy sliders and unnecessary plugins, and choose decent hosting. Speed also matters for Google rankings through Core Web Vitals.
9. Simple, predictable navigation
Keep the main menu short, use words visitors understand (“Services”, not “What We Do Best”), and keep it in the same place on every page. People shouldn’t have to think about how to get around.
10. Trust signals
Real photos, reviews, client logos, certifications, clear contact details and visible prices (or price ranges) all reduce doubt. A site without them asks the visitor to take a leap of faith.
Good design is also good SEO
Many of these principles help search rankings too. Clear headings help Google understand a page, speed is a ranking signal, and a page that answers the visitor’s question keeps them from bouncing back to the search results. That’s why we design and optimise at the same time. Read more on our SEO website design page.
How to check your own website
You don’t need an agency to get a rough answer. Try these five tests:
- The five-second test. Show your homepage to someone who doesn’t know your business for five seconds, then ask what you do. If they can’t say, your message isn’t clear.
- The phone test. Open your site on your own phone over mobile data. Try to find your phone number and send an enquiry. Note every moment of frustration.
- The speed test. Run your homepage and a key service page through Google PageSpeed Insights and look at the mobile scores.
- The squint test. Squint at the page until it blurs. The thing that still stands out should be your main message or button.
- The competitor test. Open the top three competitors in Google side by side with your site. Be honest about which one you’d contact.
Signs your design is holding you back
- Visitors arrive but very few enquire or buy
- The site looks broken or cramped on phones
- You’re embarrassed to send people the link
- Updating anything needs a developer
- It’s been more than four or five years since the last redesign
If several of these sound familiar, read 7 signs it’s time to redesign your website.
Good design doesn’t have to be expensive
You don’t need a huge budget to get these principles right. They come from clear thinking and good process more than expensive visuals. Our small business websites start at $1,199 in the USA and CA$949 in Canada, with mobile-first design, speed optimisation and on-page SEO included.
Want an honest opinion on your current site? Send us the link and we’ll tell you what we’d change first.
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