After decades in the industry, first as a CTO and now as a freelance web developer, I’ve learned that a website is only as good as its ability to serve its users. Many businesses get caught up in flashy designs and technical jargon, but at the end of the day, the most effective websites focus on simplicity, usability, and a clear purpose. Here’s my take on what really matters when crafting a website that actually works.
Content Should Guide Design, Not the Other Way Around
One of the biggest mistakes I’ve seen in website projects is letting design dictate content. Businesses often fall into the trap of creating a visually stunning site first, then forcing content into predefined spaces. Instead, I focus on structuring content first, ensuring it delivers a clear and compelling message. Once the content is right, the design naturally follows, making the site more user-friendly and goal-oriented.
Navigation Should Be Instinctive, Not a Puzzle
Some web designers love getting creative with navigation, but in my experience, the best navigation is the one that requires zero effort to understand. I keep navigation structures clean, straightforward, and predictable. A good rule of thumb: if a user has to think about where to click next, the navigation has failed. Before launching a site, I have a few real-world users test it and note any friction points.
Performance Matters More Than Fancy Features
Speed kills—literally, when it comes to websites. A slow-loading site drives users away, no matter how beautiful it looks. I strip down unnecessary animations, plugins, and heavy scripts to ensure my sites load fast and work seamlessly across all devices. Clients often ask about adding extra features, but I always challenge them: will this improve the user experience, or is it just eye candy?
A Website’s Purpose Should Be Obvious Immediately
Every website should answer three questions within seconds: Who is this for? What does it offer? Why should I care? If these aren’t clear on the homepage, the site will struggle to retain visitors. I emphasize clarity in messaging, concise copy, and strong calls to action. Users shouldn’t have to dig for the important stuff—it should be front and center.
Custom vs. Template-Based Websites: Making the Right Choice
One of the most common dilemmas businesses face is whether to go with a custom website or a template-based solution. While templates can be a quick and inexpensive way to get online, they often come with limitations in flexibility, performance, and branding. A custom website, on the other hand, is tailored to the unique needs of a business, ensuring it aligns perfectly with its goals and audience expectations. Custom sites allow for better SEO optimization, scalability, and a user experience that truly reflects the company’s brand. For a deeper look at the differences and how they impact small businesses, check out this detailed comparison.
Testing Is Non-Negotiable
Many businesses launch websites without proper user testing, leading to frustrating post-launch fixes. My approach? Gather real users—whether it’s employees, friends, or actual customers—and watch how they interact with the site. I rely on their feedback to refine usability, correct any stumbling blocks, and optimize the flow before launch. A few hours of real-world testing can prevent weeks of headaches.
A Website Is Never Finished
Unlike print materials, websites are dynamic and should evolve with the business. I advise clients to treat their websites as ongoing projects, making regular updates based on performance metrics and user feedback. Whether it’s tweaking navigation, updating content, or experimenting with different call-to-action buttons, the best websites are always improving.
Final Thoughts
A good website isn’t about complexity—it’s about effectiveness. My approach, honed over years of experience, is simple: prioritize usability, focus on clarity, and continuously refine. Whether you’re building your own site or hiring a freelancer, keeping these principles in mind will ensure your website isn’t just a digital placeholder, but a powerful tool that drives results.
