The Essential Guide to Building a High-Performance Website

Introduction

In an era where social media platforms have seemingly overshadowed the traditional web, it's easy to underestimate the power and necessity of a well-crafted website. For small and medium-sized businesses (SMBs), non-profits, and social enterprises, a robust website is a vital "shopfront" to your business that helps establish a professional and credible brand, and implements effective search engine optimisation (SEO).

In this article, we delve into the importance of websites, the key elements that constitute a great website, and practical steps for designing and developing a site that resonates with your audience and meets your organisational objectives.

Why Websites are Still Important

Despite the rising popularity of Instagram and Tiktok, websites remain crucial for businesses and organisations. They offer a level of authenticity and direct consumer engagement that social platforms cannot match.

Key insights from PwC's Global Consumer Insights Pulse Survey (June 2023) reveal a significant shift in consumer behavior, with a majority preferring to purchase directly from brand websites due to factors like authenticity and competitive pricing.

Additionally, PowerReviews highlights the critical role of online research and reviews in the purchasing process. Google is one of the most common starting points for online shopping, demonstrating the significant it plays in the consumer purchase journey.

In fact, 77% of shoppers specifically seek out websites with ratings and reviews, indicating the critical influence of user-generated content on purchasing decisions​​.

A branded website is an important digital real estate that helps to establish visibility, credibility, and trust in a crowded online marketplace. A thoughtfully designed website serves as a digital hub that aggregates all of a brand's online presence. It is a platform for audience engagement and is also a critical tool for capturing leads and driving conversions.

Elements of a Good Website

What then makes a good website? A "high-performance" website seamlessly blends aesthetic appeal with functionality. Key elements include:

• Eye-Catching Design: Interactive elements like AR product displays and videos can significantly enhance user engagement.

• Informative and Useful Content: Content should be relevant, engaging, and updated regularly to keep users returning.

• SEO Optimisation: This includes technical aspects, keyword integration, and website speed to ensure high search engine rankings.

• Backlinks and Integration: A website should serve as a hub for all your online presence, linking to your social media and other digital platforms.

• Functionalities: Features like registration, booking, and content download options enhance user experience and utility.

Steps for Building a New Website

1. Decide the Primary Purpose

Start by defining the primary purpose of your website. Consider factors like target audience, campaign goals, and competitor analysis. Research similar businesses globally for innovative ideas.

2. Select the Type of Website

Different goals require different website types:

1. Landing Pages: Ideal for specific campaigns or product launches.

2. Simple Websites: Suitable for small businesses or solopreneurs, these can be template-driven and easy to maintain.

3. Custom Websites: For a more extensive service catalog or content-rich site, custom websites can integrate third-party apps for functionalities like class sign-ups or member areas.

4. eCommerce Websites: Tailored for online merchants, these sites include features for inventory, order, and customer management.

3. Choose the Platform to Build On

Understanding the tools and solutions at your disposal is crucial. This involves choosing the right web host, website builder, and content management system (CMS).

• Web Hosts: These provide the necessary infrastructure for your website to be accessible online. Web hosts also provide fundamental connectivity and domain management capabilities.

• Website Builders: Tools with user-friendly interfaces for designing and building websites without extensive coding knowledge.

• Content Management System (CMS): More advanced solutions allow for greater levels of customisation and control over your website’s content and layout. For example, CMS enables creation of design libraries and templates that allows web designers to create reusable design components.

Most modern website solutions like WordPress, Webflow and Wix offer a one-stop services with integrated web hosts, website builders and CMS. Some additional factors to evaluate include the range of out-of-the-box app integrations, available design systems, quality of templates, speed performance and very importantly, the accessibility and quality of support.

4. Decide How You Want to Build It: DIY or Professional Help

Consider whether to build the website yourself or hire professionals. DIY can be cost-effective but time-consuming and may lack professional polish. It may seem tempting to work with a template or DIY your own website, however, do not underestimate the rigour and effort it takes to build a professional and high-performing website.

Common mistakes and errors found in websites include:

• Lack of SSL Certificates: Makes the website unsafe and excludes it from Google rankings.

• Missing Privacy Policies and Terms of Use: Business run the risk of non-compliance potential legal disputes.

• Inadequate SEO Optimisation: Poor keyword usage, missing Alt tags, descriptions and slow loading speeds negatively affect visibility of the website and user retention.

• Not Using Analytics: Failing to use tools like Google Analytics does not enable useful insights to visitor behaviour.

• Lack of Clear Calls-to-Actions (CTA's): Without clear CTAs, it is difficult to guide visitors towards desired actions like subscribing or purchasing.

Professional designers and agencies bring expertise and efficiency, ensuring a high-quality, bug-free, mobile-responsive, and SEO-optimised website.

Conclusion

In the digital age, a website is more than just an online presence; it's a an important digital real estate, a hub for all your digital assets for engagement, credibility, and growth. For SMBs, non-profits, and social enterprises, understanding and leveraging the power of a well-designed website is essential. By focusing on the key elements of a good website and following the steps for effective design and development, organisations can create a digital presence that not only stands out but also significantly contributes to their success.