The 10 Must-Have Elements for Website Success
Whether you're a photographer, coach, designer, or any kind of creative entrepreneur, your website is the place where dream clients fall in love with your brand. But what actually makes a great website? Like, the kind that keeps visitors hooked, makes sales on autopilot, and feels like a true reflection of you?
I’ve designed my fair share of websites (hundreds in fact!), and I can tell you—there are some non-negotiable elements that take a website from ‘meh’ to magic. So if you’re wondering what makes a great website, keep reading, because I’m breaking down exactly what you need to make your online home a powerhouse for your business.
1. A Strong, Clear Brand Identity
First things first: your website should scream you. Your brand is more than just a logo—it’s your colors, fonts, messaging, and overall vibe. When someone lands on your site, they should instantly get who you are and what you do. If your website feels all over the place or lacks personality, visitors won’t stick around.
How to make a great website with branding:
- Use a cohesive color palette and font pairing that reflects your brand.
- Have professional (or well-lit, high-quality) brand photos.
- Write copy that sounds like you—not like a robot or corporate brochure.
- Consistently use your brand voice across your website, social media, and marketing materials.
2. A Homepage That Grabs Attention
Your homepage is your first impression, and trust me, people are quick to decide if they want to stay or bounce. You have about 5 seconds to convince them that you’re the right fit.
What makes a great website when it comes to homepages?
- A clear, engaging headline that tells people exactly what you do.
- A professional but personable photo of you (because people buy from people!).
- A strong call-to-action (CTA) so they know what to do next (like “Book a Call” or “Shop Now”).
- A simple, easy-to-navigate design—no clutter, no distractions!
- Feature key benefits of your services or products so visitors immediately see the value.
3. Mobile-Friendly Design
This one is huge. Over half of website traffic comes from mobile devices, so if your site looks wonky or loads slow on a phone, you’re losing potential clients. Your website must be responsive, meaning it looks amazing on any screen size.
How to make a great website for mobile users:
- Use a Showit template (they’re built for mobile responsiveness!).
- Keep paragraphs short and easy to read on small screens.
- Test your site on multiple devices to catch any weird formatting issues.
- Ensure buttons and links are easy to click without zooming in. (Make them large enough!)
4. Easy Navigation
If visitors can’t find what they need, they’re outta there. Your navigation should be intuitive and simple—think clear menu labels, not 20 different options to click through.
Website navigation tips for a great user experience:
- Keep your main menu to 5-6 links max (like Home, About, Services, Portfolio, Blog, Contact).
- Use a sticky navigation bar so it stays visible as people scroll.
- Avoid cutesy or confusing menu names—“Work With Me” is clearer than “The Magic.”
- Include a search bar if your site has a lot of content.
5. SEO That Works for You
Your website should be discoverable on Google, right? That’s where SEO (search engine optimization) comes in! Good SEO helps your site rank higher in search results, so your dream clients can actually find you.
How SEO contributes to what makes a great website:
- Use keywords naturally throughout your website (like “houston wedding photographer” if that’s what you do!).
- Add alt text to your images (Google reads these to understand your site better).
- Optimize your site speed—no one likes a slow website. (Check it here!)
- Blog regularly! Fresh content helps boost your rankings. (I can't stress this one enough! Here's a short Showit Blog Tutorial to get you started))
- Use meta descriptions that entice people to click on your links.
6. Personality-Packed Copywriting
A beautiful website is great, but if the words don’t connect, visitors won’t take action. Your copy should be clear, engaging, and sound like you—not stiff or overly formal.
How to write great website copy:
- Talk to one person—your ideal client.
- Use conversational language (yes, contractions and emojis are totally fine!).
- Focus on benefits, not just features (instead of “I offer branding services,” try “I help you build a brand that gets you booked and paid”).
- Include CTAs everywhere—don’t leave visitors guessing what to do next!
- Keep paragraphs short and scannable for better readability.
7. Testimonials & Social Proof
Nothing builds trust like real words from happy clients. If you’re not showcasing testimonials, you’re missing a huge opportunity to boost credibility.
Why testimonials are key to what makes a great website:
- They help build trust and credibility.
- Place them on key pages (home, services, and sales pages work best, but I love to sprinkle them anyplace it makes sense!).
- Use real names and photos when possible (it adds authenticity!).
- Highlight results—what changed for your clients after working with you?
- Include video testimonials for even more impact.
8. A Blog That Positions You as an Expert
Blogging isn’t just for fun—it’s a powerful way to attract traffic and establish yourself as an expert in your field. Plus, it gives you more chances to rank on Google!
How blogging contributes to what makes a great website:
- Write about topics your audience is searching for.
- Use strategic keywords.
- Keep posts easy to read with short paragraphs, headings, and bullet points (like this one!).
- End every post with a CTA.
- Repurpose blog content for social media to drive more traffic.
9. A Contact Page That Converts
A great website makes it easy for people to reach you. Your contact page should be simple, inviting, and have multiple ways for people to connect.
- Clear contact form with easy-to-fill fields
- Links to social media or direct messaging platforms
- A phone number or email for personal connection
- A calendar to schedule a free call (if applicable)
- An inviting call to action to encourage reaching out
10. An Offer That’s Clear & Irresistible
Your website should ultimately guide visitors toward working with you, buying from you, or signing up for something valuable. Make your offer crystal clear—what do you want people to do?
- A prominent call to action on each page
- Descriptions of your services or products in plain language
- Engaging visuals that support your offer
- A sense of urgency or limited-time deal to prompt immediate action
Ready to Build a Great Website?
If you’re ready to elevate your brand with a website that wows, let’s make it happen! Whether you’re DIY-ing with one of my Showit templates or want a custom design that’s uniquely you, I’m here to help. Check out my showit template shop or inquire about working with me on a custom website design. Your dream website is just a click away! 💕
