Is Your Website Working? 5 Things That Make the Difference
You know that sinking feeling when you realize your website might be... well, not working?
Maybe you're getting traffic but zero inquiries. Or people are bouncing faster than a rubber ball in a gymnasium. Perhaps you're wondering if your site is sending visitors running for the hills instead of reaching for their wallets.
A website that looks gorgeous but doesn't convert is like having a stunning storefront with the door locked. People can admire it, but they can't get in to buy anything.
So let's fix that, shall we?!
Here are five non-negotiables every effective website needs
Think of these as the difference between a website that sits there looking cute and one that rolls up its sleeves and gets to work for your business. Because honestly, your website should be your hardest-working employee; the one who never calls in sick and works 24/7 to bring in leads and sales.
It's really about clarity: letting your visitors know who you are, what you bring to the table, and how you're here to make their lives better. No guessing games, no "figure it out yourself" vibes.
01. Clear description of who you are and what you offer above the fold
Here's a wild concept: people should know what you do within three seconds of landing on your site.
I know, I know. Revolutionary stuff. 🙄
But you'd be shocked how many websites I've seen where I'm still scratching my head after scrolling through half the homepage. "Are they a coach? A consultant? Do they sell physical products? Are they starting a cult?"
Your hero section needs to pass the three-second test. That means having a crystal-clear description of who you are and what you offer right at the top of your website; what we call "above the fold" (the part people see before scrolling).
Keep it simple. Highlight what makes you different. And for the love of all that's holy, make it easy for visitors to understand how you're going to help them solve their problem or reach their goal.
For example: "Dallas luxury vacation planners for busy families who want five-star trips without the five-hour planning sessions" tells you everything; where you're located, what you do, who it's for, and what problem you solve.
Another example: "Squarespace web design for wellness coaches who need a website that books clients while they sleep." Boom. You know exactly what's happening here.
No one should have to play detective to figure out if they're in the right place.
02. Clear call-to-action buttons in your header and throughout your site
Once visitors know who you are and what you offer, you need to tell them what to do next.
And I mean tell them. Not hint. Not suggest. TELL them.
That's where clear call-to-action (CTA) buttons come in. Think of them as your website's GPS system; guiding visitors exactly where they need to go next.
Your main CTA should be visible in your header (so it's always there no matter where someone scrolls) and sprinkled strategically throughout your site. Whether it's "Book Your Call," "Shop Now," or "Download the Guide," make it impossible to miss and even MORE impossible to misunderstand.
Here's what separates the amateurs from the pros: specificity.
Instead of generic "Learn More" buttons everywhere, try:
"Get Your Custom Website Quote"
"Book Your Strategy Session"
"Start Your Free Trial"
"Download the 10-Minute Website Checklist"
See the difference?! Your CTAs should feel like stepping stones leading to the exact outcome your visitor wants.
Pro tip: Use action words that create urgency or excitement. "Grab," "Snag," "Get," "Start"—these words make people want to click.
03. Mobile-first design that doesn't make people want to throw their phones
Let's be real: everyone's scrolling on their phones. Like, constantly.
I'm talking about checking Instagram while brushing teeth, reading emails during commercial breaks, and yes, researching businesses while standing in line at Target. If your website looks like a hot mess on mobile, you're basically telling 60% of your potential customers to take their business elsewhere.
A mobile-responsive site means your online presence looks and functions beautifully whether someone's viewing it on a 27-inch monitor or a 5-inch phone screen. Text should be readable without squinting. Buttons should be big enough to tap without accidentally hitting three other things. Images should load quickly and look crisp.
Your dream client finds your website while waiting for their latte. They're excited to learn more, but your site takes forever to load and the text is so tiny they need a magnifying glass. What happens? They bounce. Gone. Probably to your competitor who figured out mobile design.
Here's what mobile-first design looks like in practice:
Text that's large enough to read without zooming
Buttons that are thumb-friendly (not tiny little links)
Images that load fast and look good on small screens
Navigation that's simple and doesn't require a PhD to figure out
Your mobile experience should feel as smooth as vegan butter. Because when it does, people stick around. And when people stick around, they buy things!!
04. SEO-optimized content and images that help people find you
Here's a question that keeps business owners up at night: "How do people even know my website exists?"
Great question! And the answer is search engine optimization, or SEO for those of us who like our acronyms short and sweet.
Think of SEO as putting up a giant neon sign in the digital world that says, "Hey Google! I'm over here, and I'm exactly what this person is looking for!"
When someone types "affordable web designer in Portland" or "best meal prep service Chicago" into Google, you want your site showing up in those results. Not on page 47 where websites go to die, but right there on page one where people can find you!
Here's how to make that happen:
Use keywords that your ideal clients are searching for. Not industry jargon that sounds impressive but no one types into Google. Real phrases that real people use when they're looking for what you offer.
Optimize your images with descriptive alt tags. Instead of "IMG_2847.jpg," try "luxury-wedding-flowers-portland-florist.jpg." Google loves this stuff!!
Write helpful content that answers questions your audience is asking. Blog posts, FAQ pages, service descriptions; all of it should be useful and searchable.
Make sure your metadata is dialed in. That's the title and description that shows up in search results. Make it compelling enough that people want to click.
The goal isn't to trick Google (that never works anyway). It's to make it crystal clear that your website has exactly what searchers are looking for.
05. Clean, scannable content with generous white space
White space is not wasted space. Let me repeat that for the people in the back: WHITE SPACE IS NOT WASTED SPACE.
I see so many websites that look like someone took a fire hose of information and sprayed it everywhere. Wall-to-wall text, zero breathing room, and content packed so tight you need a crowbar to separate the ideas.
Your website's content should be easy to scan, easy to read, and easy on the eyes. Here's how to make that happen:
Use short paragraphs. Like this one. See how much easier it is to read?!
Break things up with subheadings. They act like little road signs, helping people navigate your content and find what they're looking for.
Love your bullet points. They make information digestible and scannable. Perfect for our attention-span-of-a-goldfish world.
Give your content room to breathe. White space guides your visitor's eyes to the most important parts of your page. It's like a highlighter for your website.
Remember: people don't read websites; they scan them. So make scanning easy. Use formatting that creates natural stopping points and draws attention to your key messages.
When your content is clean and organized, people can quickly find what they need. And when people find what they need, they're much more likely to stick around and take action.
And there you have it!
Your website should feel like the best sales conversation you've ever had. Welcoming, clear, helpful, and impossible to ignore. It should make visitors think, "Yes, this is exactly what I was looking for" instead of "Ummmmm, what am I supposed to do here?"
💡This post was inspired by a section in Building a Storybrand by Donald Miller, a book that explores the power of storytelling in marketing and business. Seriously can't recommend it enough if you want to get clear on your messaging!
