Top 10 Web Design Tips – Part 2: How to Create a High-Performing Business Website

6. Avoid Building Entirely with Outdated Technologies (like Flash)

Websites built in Flash look great and are often very interactive, but the mechanics of Flash mean that Google can't crawl the site or read the actual content. This means they can't add the pages to their index file and therefore the site will not appear in Google search results. Using small elements of Flash to make a site more dynamic (like a moving masthead banner) is the way to go if you want to use Flash.

Best Practice:

Utilize dynamic HTML5, CSS3, and lightweight animations where needed for visual interest. If you want to add interactive banners or animations, make sure they’re built with technologies that are search-friendly and mobile-responsive.

7. Stay Focused—Don’t Try to Be Everything to Everyone

Stay true to the site's primary objective, and avoid trying to meet every possible users needs. Attempting to be all things to all people will result in clutter and will muddy the objective and conversion point potentially allowing the user to bounce around randomly on the site then leave without taking any desired action. Remember, less is more!

Best Practice:

Clearly define your site’s primary objective and user pathways. Remove distractions, streamline content, and let your website’s design guide visitors to a single, obvious call-to-action. Remember: less is more.

8. Use Customer-Focused, Simple Language

Many businesses speak to their target audience using industry jargon. Yes your employees might understand it, but potential customers may get lost in technical terms and lose interest. Language should be friendly, conversational, engaging and speak to the wants, needs or problems of the visitor.

Best Practice:

Write in a friendly, conversational tone. Speak directly to the needs and problems of your target audience. Use plain English, explain benefits clearly, and make every page easy to read and understand.

9. Always Include a Clear Call-to-Action (CTA)

Once you have determined the site's objective, and defined clear pathways to this conversion point, make sure you incorporate a site-wide call-to-action. This is commonly a button on each page that tells the user exactly what action they should take e.g. Contact us, Buy now, Find a store.

Best Practice:

Feature strong, visually distinct buttons or links that guide users toward your main conversion action. Make sure your CTAs are consistent and prominent across the site.

10. Track Performance with Measurement & Reporting

Many businesses have no idea how their website and online campaigns are performing. Implementing Google Analytics is free, and with some specialist guidance, you'll have access to a wealth of information and data that can inform your business.

Best Practice:

Set up Google Analytics (GA4) and Google Search Console. These free tools provide powerful data on website visits, user behaviour, and conversion rates. With expert help, you can interpret this data to make smart improvements that drive business growth.

Pro Tip: If you’re unsure where to start, reach out to a digital marketing agency for a web performance audit—they can help you unlock valuable insights and growth opportunities.

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