Your website is often the first real interaction someone has with your business.
And it’s not just about how it looks. It needs to guide people, build trust, and lead them to take action.
When I design websites, these are the core elements I look at every time.
1. Clear, Essential Pages
At a minimum, your website should include:
- Home
- About
- Services or Products
- Contact
Sounds simple, but what matters is how clearly these pages communicate.
A common issue I see is beautiful websites that don’t actually explain what the business does. Clarity always comes first.
2. Simple, Intuitive Navigation
People shouldn’t have to think too hard.
Your menu should be clean, your layout structured, and your content easy to scan. If visitors can’t find what they need quickly, they’ll leave.
A good rule: everything should be accessible within a few clicks.
3. Strong, Strategic Messaging
Design gets attention, but messaging is what converts.
Your website should clearly answer:
- What you do
- Who it’s for
- Why it matters
This is one of the biggest gaps I see in DIY websites. The design is there, but the message isn’t doing the heavy lifting.
4. SEO Foundations in Place
You don’t need to overcomplicate SEO, but the basics matter:
- Keywords used naturally in headings and text
- Page titles and meta descriptions
- Image alt text
- Internal links between pages
This is what helps your site get found, not just look good.
5. Mobile-Friendly Design
Most people are viewing your site on their phone.
If your site isn’t responsive or feels clunky on mobile, you’re losing potential clients straight away. This is non-negotiable.
6. Clear Calls to Action
Every page should guide the user toward something.
Whether it’s:
- Booking a service
- Making an enquiry
- Downloading something
If there’s no clear next step, people won’t take one.
7. Consistent Branding Throughout
Your website should feel like a natural extension of your brand.
That means:
- Consistent colours and typography
- Cohesive imagery
- A tone of voice that matches everywhere else
When this is aligned, your business feels more established and more trustworthy.
A strong website isn’t just a nice-to-have. It’s one of the most powerful tools in your business.
If your current site feels unclear, outdated, or not converting the way it should, refining these elements can make a significant difference. This is exactly the approach I take when designing websites at Turn About Town. Clean, considered, and built to actually perform.
