What is the definition of a GOOD website?

Nowadays, most businesses have a website. But is that enough to make your business a success? Is it enough to make your business grow and thrive? I don't think so. I've seen some pretty dreadful websites. I'm talking about websites that are arguably worse than having no website at all. They are amateurish, ugly, and most importantly... they are ineffective.

This means they don't contribute in the slightest to enhancing the company they represent. They don't attract visitors, and if someone happens to land on the website, they don't stay. The problem is that many entrepreneurs and business owners don't know what makes a good website. As terrible as it sounds, many web developers don't know either. They may have one aspect of web design or search engine optimisation mastered and miss the mark on others.

So let's take a few minutes to define what makes a good website. Once you know that, you can go on to create the sort of website that will attract new customers.

Firstly, a good website offers visitors valuable information.

Information is where it all begins. Your website is your online headquarters. Ideally, your website should serve as a kind of all-in-one package, encompassing a well-written brochure, an attractive office, a professional receptionist, and an excellent salesperson. Phew. That's a lot to expect from a simple website. But the good news is, it's not as complicated as it sounds. Let's start with the content. Your website needs to attract visitors – and the only way to do that is by optimising it. This means the following:

• The selection of the correct keywords
• Use your keywords wisely – in tags and in your content
• Internal links that give your website structure and make it easier for visitors to find relevant content
• External links to reputable websites to support your claims or inform your visitors

It's also about varying your content by combining written content with relevant images, engaging videos, and visual data (e.g., infographics) to inform visitors about your business. Additionally, you need a contact page that makes it easy for visitors to get in touch with you. Ultimately, your website should tell visitors who you are, what you do, and what's in it for them if they do business with you. If you can achieve this, the informational aspect of your website will be exactly as it should be.

Secondly, a good website keeps visitors engaged.

You can have the most beautiful homepage in the world, but if it doesn't entice visitors to read, explore and stay, it's useless. There's a reason you see average visitor time on page in Google Analytics. That information is valuable. It tells you how engaged visitors are. Let's be honest, a visitor who lands on your website and spends 90 seconds on a page they would ideally spend 10 minutes on is not engaged. And chances are, that person has not navigated to another page on your website. Instead, they've likely hit the back button and gone searching for a more interesting page. So what does this mean for the definition of a good website? It means your website must have:

• Well-written, engaging, valuable content that will keep visitors on your page until they've read it all
• Intuitive navigation that allows visitors to easily find what they're looking for and move around your website without having to spend too much time thinking about what to do next

This also means your website should have a responsive design. Mobile usage is increasing and this trend is likely to continue. Mobile users will not stay on your website if it is not easily readable on their device of choice. This means no horizontal scrolling and buttons and menus that adapt for use on a small screen.

Thirdly – A good website converts visitors into customers

Ultimately, it's not just about getting visitors to your website. You want to turn those visitors into paying customers. If your website isn't geared towards conversions, then it's not good. Of course, not every visitor will convert on their first visit. That's why your website needs to offer multiple conversion opportunities. Some will focus on turning visitors into leads, while others will focus on making sales. There are three key features to consider here.

1. An opt-in form that entices visitors to sign up for your mailing list is a must. Once someone gives you an email address, they become a customer. It’s your job to nurture them, overcome their objections, and make it impossible for them not to buy your product or sign up for your service. Ideally, you should have an opt-in option on every page of your website, not just the homepage.
2. A strong call to action is the next indispensable feature of a good website. I’m not talking about a single call to action here. The most effective websites offer multiple calls to action at strategic points. You might have a static form above the fold on your homepage, and then a form triggered by scrolling, and a pop-up form to capture visitors as they leave the page without signing up. Additionally, you need CTAs for direct sales on your product pages.
3. The third conversion-boosting feature you should include is a simple, intuitive checkout process. If your checkout is slow, confusing, or intrusive, customers may abandon their shopping carts without completing their purchase.

A website that displays all three characteristics is likely to be well-suited for conversion. One part is naturally still missing. Lead capture is only as good as your lead nurturing campaign. You need to use your email list, social media, and other resources to move the captured leads towards conversion.

Not all websites are good websites…

… but yours can be. If you focus on these three elements – information, engagement, and conversion – you can capture leads, nurture them, and make the profit you deserve.