What makes a good website? 10 things that set the best apart

Short answer: a good website does three things. It shows within seconds what you do and for whom, it makes the visitor trust you, and it makes the next step easy, such as calling, booking or buying. It loads fast on mobile, works for everyone and is found when customers search. Good design helps, but a website is only good when it brings in business.

First impressions are decided instantly

Researchers at Carleton University in Canada showed web pages to participants for just 50 milliseconds. Their verdict on the page's look matched what they said after 500 milliseconds (Lindgaard et al., 2006). In a large Stanford study of how people judge credibility, 46 percent of comments were about the site's design, more than anything else (Stanford and Consumer WebWatch).

Then it moves fast. Nielsen Norman Group found that visitors often leave a page within 10 to 20 seconds, and that a page must show what it offers within ten seconds to keep them (Nielsen Norman Group).

10 signs of a good website

1. It is obvious what you do

The headline at the top says what you offer, to whom and where. "Commercial electricians in Bristol" beats "We create tomorrow's solutions". Visitors should not have to scroll to know they are in the right place.

2. It is written to be scanned

In a classic Nielsen Norman Group study, 79 percent of participants scanned new pages, while only 16 percent read word by word (Nielsen Norman Group). The study is from 1997, but mobile has only made the pattern stronger. Write short paragraphs, clear subheadings and lists.

3. It works on mobile first

More than half of all web traffic in the UK comes from mobile phones, according to StatCounter (StatCounter). Google also uses the mobile version of a page when it indexes and ranks (Google Search Central). If a page looks good on a computer but awkward on a phone, it is not a good website.

4. It loads fast

Google measures experience with Core Web Vitals. Good scores mean the largest content loads within 2.5 seconds, the page responds to clicks within 200 milliseconds and content does not jump around (web.dev). Large images, heavy themes and too many plugins are the usual culprits. Read Core Web Vitals explained.

5. It builds trust

Real photos of you and your work, case studies with results, reviews, well-known clients, accreditations and clear contact details with an address and company number. That is what separates a real business from a template.

6. The next step is obvious

Every important page ends with a clear call to action: book a call, get a quote, ring us. The button says what happens, and the form only asks for what is needed.

7. The structure follows the customer's questions

One page per service, not everything on one. The menu uses customers' words, not internal names. That makes the site easier to understand for both visitors and Google.

8. It works for everyone

WebAIM checked the homepages of a million websites in 2026 and found accessibility errors on 95.9 percent of them, most often low-contrast text, images without alt text and forms without labels (WebAIM). In the UK, the Equality Act 2010 requires businesses that serve the public not to discriminate against disabled people and to make reasonable adjustments (legislation.gov.uk), and public sector sites have specific accessibility regulations (GOV.UK). If you sell to consumers in the EU, the European Accessibility Act can also apply (European Commission). Build to WCAG 2.2 at level AA and you reach more people and make life easier for everyone.

9. It can be found on Google

A website nobody finds does no work. Page titles, meta descriptions, headings and a page for each important service are the foundation. Google says content should be created for people, not search engines (Google Search Central). Local businesses also need a Google Business Profile. Read What is SEO?

10. It can be updated and measured

You should be able to change text, add news and see what works yourself. A good CMS and tracking enquiries and sales from day one mean the website can improve over time.

What should a website include?

For most businesses, these pages are the foundation:

For examples of how it looks in practice, see our projects. For consultancy RTL Consulting, the new website brought 30 percent more contact enquiries. For design inspiration, read Best website designs.

Test your own website in five minutes

1. Open your homepage on your phone. Does a new visitor understand what you do before they scroll?
2. Run the page through PageSpeed Insights. Are the Core Web Vitals green?
3. Find your phone number. Does it take more than a second?
4. Read only the headings. Do they tell you what you offer?
5. Search for your most important service and town. Do you appear?

If you answer no to several, it may be time to read Website redesign: signs it's time.