How to have a high performing website

I hope you had a wonderful Christmas and may the new year bring prosperity to you. It is also a good time to reflect on what makes a successful website.

Below are the seven key attributes of highly effective websites:


1. A key purpose

Solve a problem or satisfy a need, it’s about doing one thing really well, better than anyone else. Highly effective websites have one or two key purposes. They serve a specific need and specialise in that (This attribute is not entirely applicable to web-portals).

2. KISS formula

Effective websites have simplified layout and design, so that users can concentrate on what they are looking for. Gimmicks can grab attention of some users, but they are less likely to help in making a sale.

3. Easy, user-friendly navigation
Simple navigation can save users time and effort. Effective websites intuitively guide users to the next desired step. Key buttons and links are clearly placed without much clutter. It is not possible to satisfy every visitor. Effective websites are developed with end users in mind.

4. Useful content
Good, interesting and informative content grabs and keeps the user on the site longer. Although most visitors simply scan through the content, the key is to have users easily gather relevant information while browsing.

5. Website freshness
New content and graphics keep websites fresh and interesting. Small businesses don’t always have the time or resources to continuously update a website. However, effectiveness of a website can be improved with even small regular changes, so that visitors keep coming back for more.

6. Market exposure

Effective websites make good use of both online and offline (print, TV etc) marketing tools to promote its services and drive-in traffic. Increasing awareness in the market segment is critical to the success of any website.

7. Credibility and security
Effective websites put in extra effort to build the credibility of the site and ensure that the site is properly secured. Successful sites build user confidence by 3rd party endorsements and cross-promotions with well known brands.

Remember, effectiveness is a relative term and it varies from person to person. Your website’s effectiveness should be assessed from the end-user’s perspective.

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