What Makes a Good Website? 20 Characteristics To Stand Out (From Design to UX)

By abrar arshad   Posted on April-04-2023   74


In today's digital age, a website is often the first point of contact between a business and its customers. It is essential for a website to be user-friendly, visually appealing, and informative to attract and retain visitors. A well-designed website can improve user experience and boost business success. Here are twenty characteristics that make a good website stand out, from design to user experience (UX).

1.Clear Navigation: 

The website should have a clear and easy-to-use navigation menu that guides users to relevant pages.

Clear navigation refers to the ease with which users can move around and navigate a website, application, or any other digital product. Good navigation is essential for a positive user experience and can greatly impact the effectiveness of a website or app.

Clear navigation means that users can easily find what they are looking for, understand where they are within the product, and move between different sections or pages without confusion. This includes providing clear labels and intuitive navigation menus, as well as consistent design and placement of navigation elements across the product.

There are several best practices to follow when designing clear navigation, such as using descriptive labels that accurately describe the content of each section or page, organizing content in a logical and intuitive way, and providing easy-to-use navigation controls such as dropdown menus or breadcrumbs.

Clear navigation can greatly enhance the usability and user experience of digital products, making it easier for users to accomplish their goals and find the information they need.

2.User-Friendly Design: 

The website design should be simple, visually appealing, and easy to navigate, with clear calls to action.

User-Friendly Design, also known as User Experience (UX) Design, is a process of designing products, systems, or interfaces that are easy to use, intuitive, and accessible to the user. The primary goal of user-friendly design is to create an enjoyable, efficient, and satisfying user experience.

A user-friendly design considers the user's needs, preferences, and limitations when designing the product. It focuses on making the product easy to understand, navigate, and use. Some of the key factors that make a design user-friendly are:

Simple and intuitive: 

The design should be simple and easy to understand, with clear navigation and easy-to-use controls. The user should be able to complete their desired task without having to think too much.


The design should be consistent throughout the product, with a uniform style, layout, and color scheme. This ensures that the user knows what to expect and where to find information.


The design should be accessible to everyone, including those with disabilities or impairments. This includes making the design easy to read, providing alternatives for non-text content, and ensuring that the product is compatible with assistive technologies.


The design should provide feedback to the user, letting them know what is happening and what to do next. This includes providing clear error messages and confirming successful actions.

User testing: 

The design should be tested with real users to ensure that it is effective and easy to use. This allows for feedback and improvements to be made based on the user's experience.

Overall, a user-friendly design is essential to creating a positive user experience, increasing user satisfaction, and driving product adoption and engagement.


A good website must be responsive and accessible on mobile devices, as most users access the internet through their mobile phones.

Mobile-friendly refers to a website or web design that is optimized to be easily accessible and user-friendly on mobile devices, such as smartphones and tablets. A mobile-friendly website is designed to adapt to different screen sizes, load quickly, and provide an intuitive and user-friendly experience for mobile users.

There are several important elements to consider when designing a mobile-friendly website, such as responsive design, touch-friendly navigation, fast loading times, and simplified content layout. Responsive design ensures that a website can adapt to different screen sizes and orientations, providing an optimal user experience across all devices. Touch-friendly navigation, such as large buttons and menus, allows mobile users to easily interact with the website using their fingers.

Fast loading times are crucial for mobile users who may have limited data plans or slower internet connections. A mobile-friendly website should be optimized to load quickly and efficiently, with optimized images, reduced file sizes, and streamlined code. Finally, a simplified content layout can help mobile users quickly find the information they need, without having to scroll or zoom in excessively.

In summary, a mobile-friendly website is essential in today's mobile-first world, as more and more users access the internet primarily from their mobile devices. By designing a website with mobile users in mind, businesses can ensure that their website is accessible and user-friendly for all visitors, regardless of their device.

4.Fast Load Time: 

The website should load quickly, as slow load times can frustrate users and lead to high bounce rates.

Fast load time refers to the amount of time it takes for a website or application to load and become functional for the user. In today's fast-paced digital world, users expect websites and applications to load quickly and efficiently, and they are likely to abandon a site or app if it takes too long to load.

Fast load time can be achieved through various techniques, including optimizing images and videos, minifying and compressing code, reducing the number of HTTP requests, using caching and content delivery networks (CDNs), and optimizing server response time.

A website or application with fast load time not only improves the user experience but also has many other benefits. It can lead to higher engagement and conversion rates, improved search engine rankings, and reduced bounce rates. Additionally, fast load time can also save on server costs and improve the overall performance and scalability of a website or application.

Overall, fast load time is critical for the success of any website or application, and developers and designers must prioritize it in their design and development process.

5.Consistent Branding: 

The website should be consistent with the brand's overall image, with consistent fonts, colors, and imagery.

Consistent branding refers to the practice of presenting a uniform image and message across all of a company's marketing materials, including its logo, packaging, advertising, website, and social media. Consistent branding is important because it helps to establish and reinforce a company's identity and values in the minds of its customers and potential customers.

Consistency in branding is essential for building trust and credibility with customers. If a company's branding is inconsistent, customers may become confused about what the company stands for and may not trust its products or services. On the other hand, if a company's branding is consistent, customers are more likely to recognize and remember the company, which can lead to increased sales and customer loyalty.

Consistent branding also helps to differentiate a company from its competitors. By presenting a unique and consistent image, a company can stand out in a crowded marketplace and attract customers who are looking for products or services that align with their values.

To achieve consistent branding, a company should create a set of brand guidelines that outline the colors, fonts, imagery, and tone of voice that should be used in all marketing materials. These guidelines should be followed by everyone in the company who is responsible for creating or publishing marketing content.

In summary, consistent branding is a key element of a successful marketing strategy. It helps to establish trust and credibility with customers, differentiate a company from its competitors, and build recognition and loyalty over time.

6.Unique Content: 

The website should have unique and relevant content that adds value to the user and sets the brand apart from its competitors.

Unique content refers to original and distinctive information, ideas, and media that have not been published or shared elsewhere. This can include written content, images, videos, infographics, and other forms of media. Unique content is essential for a successful digital marketing strategy because it helps a company to stand out from competitors and to establish itself as an authority in its field.

One of the primary benefits of unique content is that it can improve a website's search engine ranking. Search engines like Google prioritize websites with original, high-quality content that provides value to users. When a website consistently publishes unique content that is relevant and engaging, it is more likely to rank higher in search engine results pages (SERPs) and to attract organic traffic.

Unique content can also help to establish a brand's reputation and build trust with customers. When a company publishes valuable and informative content, it demonstrates its expertise in its field and shows that it cares about providing value to its audience. This can lead to increased customer loyalty and a better reputation within the industry.

Creating unique content requires research, creativity, and attention to detail. It's important to conduct thorough research on the topic and to present information in a way that is fresh and engaging. Additionally, it's essential to ensure that all content is original and not plagiarized from other sources.

In summary, unique content is a crucial component of a successful digital marketing strategy. It can improve a website's search engine ranking, establish a brand's reputation and authority, and build trust with customers. Creating original and high-quality content requires effort and resources, but it is well worth the investment in the long run.

7.Clear Call-to-Action: 

The website should have clear calls to action that encourage users to take specific actions, such as filling out a contact form or making a purchase.

A clear call-to-action (CTA) is a message or instruction that prompts a user or customer to take a specific action. It's a crucial component of any marketing or advertising campaign because it helps guide the user towards the desired outcome, such as making a purchase, subscribing to a newsletter, or filling out a form.

A clear call-to-action should be easy to understand and prominently displayed on a webpage or advertisement. It should be visually distinct from the surrounding content, and use actionable language that motivates the user to take the desired action. For example, "Sign up now" is a clear and actionable CTA, whereas "Learn More" is less specific and may not motivate the user to take action.

It's also important to consider the placement and timing of your CTA. It should be strategically placed in a visible location where the user is most likely to see it, and it should be timed to appear at the moment when the user is most likely to take action, such as after reading a compelling product description.

Overall, a clear call-to-action is essential for driving conversions and achieving your marketing goals, and should be a key consideration in any marketing or advertising campaign.

8.Easy-to-Find Contact Information: 

Contact information should be prominently displayed on the website to make it easy for users to get in touch with the brand.

Easy-to-find contact information refers to the contact details of an individual or organization that are easily accessible and visible to anyone who wants to get in touch. This information can include phone numbers, email addresses, physical addresses, and social media profiles.

Having easily accessible contact information is important for several reasons. First, it allows people to get in touch with you easily and quickly, which can be important for urgent matters. Second, it makes it easier for potential customers or clients to reach out to you, which can help build trust and increase business. Third, it can help you avoid missed opportunities, such as job offers or partnership opportunities, that might come through via email or phone.

To make your contact information easy to find, you should consider placing it in several locations, such as on your website, social media profiles, email signature, and business cards. You should also ensure that the information is up-to-date and accurate, as outdated or incorrect information can lead to frustration and missed opportunities.

Overall, making your contact information easy to find is an important aspect of building a strong personal or business brand, and can help you stay connected with your network and achieve your goals.

9.Search Engine Optimization: 

The website should be optimized for search engines, with relevant keywords and meta descriptions that improve its search engine ranking.

Search Engine Optimization (SEO) refers to the process of improving the visibility and ranking of a website or webpage on search engine results pages (SERPs). The objective of SEO is to make it easier for search engines to understand and rank your content, thereby increasing the organic (non-paid) traffic to your website.

SEO involves various strategies and techniques that are aimed at optimizing your website's structure, content, and other elements so that they are search engine-friendly. Some of the key elements of SEO include:

1.Keyword research: 

Identifying the right keywords and phrases that people are searching for and integrating them into your content.

2.On-page optimization: 

Optimizing the website's structure, content, and other on-page elements to improve search engine rankings.

3.Off-page optimization: 

Building high-quality backlinks from other websites to improve your website's authority and reputation.

4.Technical SEO: 

Improving the website's technical aspects, such as website speed, mobile responsiveness, and security, to enhance user experience and search engine rankings.

SEO is a continuous process that requires ongoing monitoring, testing, and optimization. With effective SEO strategies, you can improve your website's visibility and attract more targeted traffic to your site, resulting in increased leads, conversions, and revenue.

10.Social Media Integration: 

The website should have social media integration, allowing users to share content and follow the brand on social media platforms.

Social media integration refers to the process of combining social media platforms and content with other digital communication channels or applications. This integration allows users to seamlessly interact with social media platforms while using other applications or websites. It also enables businesses to leverage social media as a marketing tool by integrating social media with their existing digital platforms.

There are different ways that social media integration can be implemented, depending on the purpose and goals of the integration. Some common examples include:

1.Social login: 

This allows users to log in to an application or website using their social media credentials, such as their Facebook or Twitter account. This eliminates the need for users to create new accounts and passwords, making the login process more convenient and streamlined.

2.Social sharing: 

This enables users to share content from an application or website directly to their social media accounts, such as sharing a blog post or a product they like. This can increase the reach of the content and drive traffic back to the application or website.

3.Social commenting: 

This allows users to comment on content within an application or website using their social media accounts, such as leaving a comment on a blog post using their Facebook account. This can help to increase engagement and promote social sharing.

4.Social media monitoring: 

This involves monitoring social media platforms for mentions of a brand, product, or service, and responding to those mentions in a timely manner. This can help businesses to build relationships with their customers and manage their online reputation.

Overall, social media integration can help to enhance the user experience, increase engagement, and improve the effectiveness of marketing campaigns.


The website should be accessible to all users, including those with disabilities, with clear headings, alt text, and proper color contrast.

Accessibility refers to the design and development of products, services, technologies, and environments that can be used by people with disabilities or other limitations, such as age-related or situational disabilities.

In the context of digital technology, accessibility means ensuring that websites, software, and electronic devices are designed and developed in a way that makes them accessible and usable by all people, regardless of their abilities or disabilities. This includes making content perceivable, operable, understandable, and robust.

Accessibility is crucial because it ensures that people with disabilities can access information, participate in activities, and engage with society on equal terms with others. It also benefits others who may have situational limitations, such as people using a mobile device with a small screen or limited bandwidth.

Some examples of accessibility features in digital technology include:

  • Closed captioning and audio descriptions in videos

  • Alternative text descriptions for images

  • High-contrast modes and screen readers for visually impaired users

  • Keyboard navigation for people who cannot use a mouse

  • Text-to-speech software for people with reading difficulties

Overall, accessibility is an essential aspect of creating an inclusive society and ensuring that everyone can participate in all aspects of life.


The website should have proper security measures in place, including SSL certificates and firewalls, to protect user data and prevent cyber attacks.

Security refers to the state of being protected from harm, danger, or unauthorized access. In the digital world, security involves protecting computer systems, networks, and data from unauthorized access, theft, damage, or disruption.

There are several types of security, including physical security, network security, information security, and cyber security.

Physical security involves protecting physical assets such as buildings, hardware, and data centers from physical threats such as theft, vandalism, or natural disasters.

Network security involves protecting computer networks from unauthorized access or attacks, and includes measures such as firewalls, intrusion detection systems, and virtual private networks (VPNs).

Information security involves protecting data from unauthorized access or theft, and includes measures such as encryption, access controls, and secure data storage.

Cybersecurity is a specialized form of information security that specifically deals with protecting computer systems, networks, and data from cyber threats such as hacking, malware, and phishing attacks.

Overall, security is essential in ensuring the confidentiality, integrity, and availability of sensitive data and critical systems. It is important for individuals and organizations to implement appropriate security measures to protect their assets and prevent potential security breaches.

13.Easy-to-Read Content: 

The website content should be easy to read, with clear headings, short paragraphs, and bullet points.

Easy-to-Read Content is a writing style that aims to make information more accessible and understandable to a wider audience, particularly those with lower literacy levels or cognitive impairments. The purpose of Easy-to-Read Content is to provide information that is clear, concise, and easy to comprehend.

Some key characteristics of Easy-to-Read Content include:

1.Simple language: 

using plain, everyday words that are familiar to the target audience.

2.Short sentences: 

keeping sentences short and to the point, with only one idea per sentence.

3.Short paragraphs: 

breaking up longer blocks of text into smaller, more manageable sections.

4.Active voice: 

using active voice instead of passive voice makes it easier for readers to understand who is doing what.

5.Clear structure: 

Organizing information in a logical, easy-to-follow structure.

6.Visual aids: 

using images, diagrams, and other visual aids to support and enhance understanding.

Easy-to-Read Content can be used in a variety of contexts, including healthcare, education, and government. It can help to improve accessibility and inclusivity, enabling more people to access important information and participate fully in society.

14.Images and Videos: 

The website should include high-quality images and videos that enhance the user experience and provide additional information.

Images and videos are two types of visual media used to convey information or convey an idea or emotion. While both involve the use of visual elements, they differ in several key ways.

An image is a static representation of a visual scene or object. It is a two-dimensional representation that captures a moment in time. Images can be created by various methods, such as painting, drawing, or digital manipulation. They can be still photographs, illustrations, or graphics. Images are used to convey ideas, emotions, or information and can be used in a variety of contexts, such as advertising, journalism, and art.

On the other hand, a video is a moving sequence of images that are presented in a sequence to create the illusion of motion. Videos are made up of a series of frames, with each frame being a still image. When these frames are played in sequence at a fast enough rate, the human eye perceives them as a continuous motion. Videos can be created using cameras, animations, or a combination of both. Videos are used in a wide range of applications, such as entertainment, education, marketing, and communication.

In terms of file format, images are typically saved in formats such as JPEG, PNG, or GIF, while videos are saved in formats such as MP4, AVI, or MOV. Images are generally smaller in size compared to videos, which can be quite large due to the amount of data required to store each frame.

In summary, images and videos are both important types of visual media that are used to convey information, ideas, and emotions. While images are static and two-dimensional, videos are dynamic and create the illusion of motion. Both have their unique strengths and are used in various contexts to achieve different objectives.

15.White Space: 

The website should have adequate white space, allowing users to focus on the content without distractions.

White space, also known as negative space, is the empty space between design elements in a composition. It is the area of a page or design that is left intentionally blank, without any content or visual elements. White space can be in any color, not just white, and it is an important element in graphic design, web design, and other visual arts.

White space is essential to design because it helps to create a balance and hierarchy of visual elements. It can provide breathing room for the eyes and make the design easier to read and understand. The use of white space can also create a sense of elegance, simplicity, and sophistication in a design.

White space can be divided into two types: micro and macro white space. Micro white space is the small amount of space between individual design elements such as letters, lines, or images. Macro white space is the larger space between major design elements such as paragraphs, columns, or pages.

There are several ways to create white space in a design. One of the most common techniques is to increase the margins or padding around design elements. Another technique is to use a grid system to create a consistent and organized layout. Using a minimalist design approach can also create white space by reducing the number of design elements on a page.

In summary, white space is an essential element in design that helps to create a balance and hierarchy of visual elements. It provides breathing room for the eyes and can make a design easier to read and understand. The use of white space can create a sense of elegance, simplicity, and sophistication in a design.

16.Consistent Layout: 

The website should have a consistent layout across all pages, making it easy for users to navigate and find information.

Consistent layout refers to maintaining a uniform and cohesive visual design across all pages and elements of a website or application. A consistent layout is essential in creating a seamless user experience that allows users to easily navigate and find the information they need.

There are several key aspects of a consistent layout that should be considered when designing a website or application:


The navigation should be consistent throughout the site, with links in the same location on each page.


Consistent typography helps create a unified visual style, making it easier for users to read and navigate.

3.Color Scheme: 

A consistent color scheme helps tie together the design elements and gives the site a polished and professional look.

4.White Space: 

Adequate white space helps create a sense of balance and clarity in the design, making it easier for users to focus on the content.

5.Grid System: 

A consistent grid system ensures that elements are aligned and spaced evenly, giving the design a more structured and organized appearance.

By maintaining a consistent layout, designers can create a more user-friendly and intuitive website or application that helps users achieve their goals more efficiently.

17.Feedback Mechanism: 

The website should have a feedback mechanism, allowing users to provide feedback and suggestions to improve the user experience.

A feedback mechanism is a process by which information about the output of a system is fed back to modify or control the inputs to the system. The purpose of a feedback mechanism is to maintain or adjust the performance of a system in response to changes in its environment or its own output.

In general, there are two types of feedback mechanisms: positive feedback and negative feedback.

Positive feedback amplifies the output or response of a system, which can lead to instability or even chaos. For example, when a microphone picks up its own amplified sound and continues to amplify it, it can result in a high-pitched noise.

Negative feedback, on the other hand, works to counteract changes in a system and stabilize its output. For example, a thermostat in a heating system senses the temperature and adjusts the output of the heater to maintain a set temperature.

Feedback mechanisms can be found in many areas of science and engineering, including biology, control theory, and economics. They are also important in human communication and social interactions, where feedback can help individuals adjust their behavior to achieve desired outcomes.


The website should have analytics tools in place, such as Google Analytics, to track user behavior and make data-driven decisions.

Analytics refers to the process of collecting, organizing, analyzing, and interpreting data to gain insights and make informed decisions. It involves using statistical and computational methods to uncover patterns, trends, and relationships in data, and then using these insights to make informed decisions or take actions.

Analytics can be applied to a wide range of areas, including business, finance, marketing, healthcare, sports, and many others. Some common examples of analytics in action include:

1.Business analytics: 

Using data to optimize operations, increase efficiency, and identify new opportunities for growth.

2.Marketing analytics: 

Analyzing customer data to identify patterns, preferences, and trends, and using this information to create targeted marketing campaigns.

3.Healthcare analytics: 

Analyzing patient data to identify potential health risks, improve care, and reduce costs.

4.Sports analytics: 

Using data to analyze player performance, optimize team strategies, and identify new talent.

There are various types of analytics, including descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics. Each type of analytics serves a different purpose and helps organizations to gain insights in a different way.

Overall, analytics is a powerful tool that can help organizations to make better decisions, improve efficiency, and stay competitive in today's data-driven world.

19.Frequently Updated: 

The website should be frequently updated with fresh content, ensuring that users return for new information and updates.

"Frequently Updated" refers to something that is regularly revised, modified or improved with new information, features, or content. This term is commonly used to describe websites, apps, or any other digital platforms that require constant updates to keep up with the changing needs and preferences of users.

Frequent updates are essential for ensuring that a platform remains relevant and engaging for its users. For instance, social media platforms such as Facebook, Twitter, and Instagram are frequently updated to introduce new features, improve user experience, fix bugs, and enhance security. Similarly, websites that publish news and information also need to be frequently updated to ensure that the information presented is accurate, up-to-date, and relevant.

Frequent updates also help to improve the search engine rankings of a website, as search engines prefer websites that are updated frequently over those that remain stagnant. This is because updated content is seen as more valuable and useful to users.

Overall, frequent updates are essential for maintaining the quality, relevance, and effectiveness of any digital platform.

20.Clear Privacy Policy: 

The website should have a clear privacy policy, outlining how user data is collected, used, and protected.

In conclusion, a good website must be visually appealing, user-friendly, and informative, with clear navigation, fast load times, and easy-to-find contact information. It should also be optimized for search engines, accessible to all users, and have proper security measures in place. By incorporating these twenty characteristics, a website can stand out from the competition and improve user experience, leading to increased engagement and business success.

A clear privacy policy is a document that outlines an organization's practices related to the collection, use, and protection of individuals' personal information. The privacy policy should be clear, concise, and easy to understand for the average person.

A clear privacy policy typically includes information about:

  1. The types of personal information collected by the organization

  2. How the organization uses the personal information

  3. Whether the personal information is shared with third parties and if so, with whom

  4. How the organization protects the personal information

  5. How individuals can access and control their personal information

  6. How the organization responds to data breaches or other security incidents

  7. How the organization complies with relevant laws and regulations related to data protection and privacy.

A clear privacy policy is important because it helps individuals understand what happens to their personal information when they share it with an organization. It also helps organizations build trust with their customers by being transparent about their data practices. Finally, having a clear privacy policy is often a legal requirement in many jurisdictions, especially when collecting personal information from individuals.


Digital Marketing Strategies

A good website is one that effectively communicates its message to users and provides an enjoyable user experience. Here are 20 characteristics that can make a website stand out: 1.Clean and visually appealing design 2.Intuitive and easy-to-use interface 3.Consistent branding and messaging 4.Fast loading speed 5.Mobile-responsive design 6.Accessible for users with disabilities 7.Secure and trustworthy 8.High-quality and relevant content 9.Clear and concise navigation 10.Engaging and interactive features 11.Search engine optimized 12.Social media integration 13.Easy to contact and find information 14.Minimal use of pop-ups and ads 15.Easy to share content 16.Personalized user experience 17.Ability to provide feedback and reviews 18.Up-to-date and accurate information 19.Use of multimedia elements 20.Reliable and accessible hosting.

By abrar arshad    04-Apr-2023 Views  74

You may also read following recent articles