What makes a great website

October 27, 2020 Adlab

What is the first thing we do when we want to know about a product or service? We google it! This is consumer 101. And here’s why.

In the first instance, people want to know if the business providing the product or service is legitimate, credible. They want to be able to search for the business and see that it is ‘real’. Having an internet presence is essential for potential customers looking for a genuine business to buy from. If they cannot search and find you online, you can almost guarantee you have lost their enquiry / future sale.

If you don’t have a website, stop reading now, get in touch with us (see the Contact page on our website!) and let’s talk. For those of you who do have a website, read on to discover what makes a great website.


Design & visuals

It has become much easier in recent years for individuals to create their own websites, but it takes an experienced professional to design and create a great website. A well-designed website will stand out from the crowd.

The layout needs to be logical, have a well thought out flow and draw the consumer in. Every aspect of the design needs to be carefully considered from a consumer point of view to engage them and get them from the home page to taking the desired action. It must be easy to use, functional and simple to navigate. And everything must work exactly as the consumer expects. This means no 404 errors or ‘Oops’ pages! A potential customer has no loyalty to you or your brand and will swiftly dismiss you and move on.

A great website also needs to look fantastic. It must immediately catch the eye – we use far fewer senses when engaging with online material – so it must be visually on point. Use images that complement each other and are relevant for your product or service, together with a font that is clear and presents well. If incorporating video, make sure it has a fast load speed, is professional and provides benefit. The site should also be optimised to present perfectly on all devices.



The text on your website should be easy to read and presented in a clear and concise manner. It needs to have the right tone and voice for your business and your audience, be error free and written for the consumer. Storytelling is an art and your content should tell your story, engage your visitors and use just the right language to encourage potential customers to act.


SEO friendly

Search engine optimisation (SEO) is the process of improving your website to increase its visibility in search engines. This includes both the quantity and quality of search results. This is a big topic but, in simple terms, all elements of your website need to be set up to ensure it functions at its best and is more likely to be ranked highly by search engines.

SEO incorporates your domain name, keywords (be careful – too many can harm your ranking!), internal links, content quality and relevance, site response time, tags, metadescriptions and more. While some elements are standard, others change as technology advances and it can be difficult to keep up with if this is not your forte. It is recommended that you get the help of a professional to ensure your website performs at its best regarding SEO.



This is an element that is on the increase and deserves your attention if you do not already have a blog on your website. The benefits of a blog are numerous and include helping to improve SEO, generating more – and better quality – leads, providing longer-term returns, aiding brand awareness and establishing your organisation as an authority on your product or service. Blog content can also be used on social media to drive traffic to your website. A well written blog is an invaluable tool to a great website.

If any or all of this seems a bit out of your league, let us help you. Adlab has a team of experienced designers who are trained and skilled at creating great websites that meet your needs and get results. Partner with us today.

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