What to look for in a website?
A good website for a small business, public body, or nonprofit organization should have several key components.
If you need help getting through this maze, get in touch.
Clear Purpose and Navigation
The website should have a clear purpose that is immediately evident to visitors. The navigation should be intuitive and allow users to easily find important information1 2.
- Use a logical, hierarchical structure that makes sense to its users
- Use a consistent layout across pages
- Include clear menus and navigation options to help your users get to where they want to be
- Ensure navigation links use terms that your users expect
- Ensure you use navigation link text that is the same as the page title a user will go to
Compelling Content
The content should be high-quality, informative, and relevant to the target audience1 2. Key elements include:
- A clear value proposition explaining your unique benefits
- Engaging and up-to-date information about services, programs, or products
- Strong calls-to-action that guide visitors towards buying your product, using your service, donating, volunteering etc
- The minimum number of words that you need to convey your message3
- Headings and lists to make the content easier to digest
Test your website's readability here: WebFX Readability Score
Mobile-Friendly Design
The website must work well on different screen sizes and devices to provide a smooth user experience on both mobile phones and tablets1 2.
See what your website looks like on different devices here: Responsive website design checker
Search Engine Optimization (SEO)
Optimize content with relevant keywords in the text, meta descriptions, and title tags to improve visibility in search results1 2.
Write your content using words that your users will use to search.
Test your Search Engine Optimisation here: SEO Check
Security and Performance
Ensure your website has an SSL certificate4. Test it with SSL Shopper.
Make sure your pages load quickly. Test it with Google Pagespeed.
Key Pages
Include essential pages such as:
- An informative homepage that quickly conveys your or your organisation's purpose
- An "About Us" page explaining things like your mission, your history, and maybe your team
- A contact page with multiple ways to get in touch - eg. a contact form, email address (using the same domain as your website), phone number
- Up-to-date information about what you are selling or what you do
- How to get involved or to buy from you
Credibility Builders
Incorporate elements that build trust and credibility:
- Testimonials or success stories
- Press coverage or awards
- For nonprofits: information on how donations are used
- For public bodies: transparency about operations and decision-making processes
Accessibility
Ensure the website adheres to accessibility guidelines to accommodate users with disabilities1.
By focusing on these key areas, organizations can create effective websites that engage visitors, convey important information, and achieve their goals, whether that's driving sales, increasing public engagement, or promoting a cause.
Test your website's accessibility using the SiteImprove Website Accessibility Checker or their free SiteImprove Chrome Extension