What makes a website actually work, not just look good.

Your website should be your hardest working business asset. It should be bringing in enquiries, generating bookings, and driving sales - whether you’re a service provider or selling products.

I see so many well-designed websites that I come across but the are missing the key elements that actually make a website work. We’ve all experienced it - you search for something on Google, click one of the top results, and within seconds, you’re back on the search page because the website didn’t give you what you needed. You might not have thought about it that deeply, but as a web designer, I know exactly why that happens.

There’s no user journey.

Regardless of your industry, your website should be designed with intention. Think of it like a shop on the high street. It may look effortless: beautiful displays, good lighting, carefully placed products, but in reality, every detail has been strategically planned. You are being guided through the space, often without realising it. In some cases, very obviously (think IKEA with their floor arrows), and in others, more subtly- but always with the same goal: to lead you to the till.

Your website should work in exactly the same way.

It should guide your audience through a clear path, leading them towards making an enquiry, booking a service, or completing a purchase. Without that structure, even the most visually appealing website will struggle to perform.

Five key elements will help to change all this, and make your website actually work.

• A clear homepage that grabs the attention of your audience

  • Think clean layout

  • Branding that reflects your business

  • Header message that immediately establishes your market

    
    

• Simple, intuitive navigation

  • A menu bar with clear headings

  • Links that work

  • A natural flow

    
    

• Strong calls to action on every page

  • Navigation buttons: buy now, book here, let's chat

  • Information that makes your audience think, yes I need this product, yes I need to book this service

    
    

• Trust signals (testimonials, results, portfolio)

  • Reviews and testimonials from existing clients and customers

  • Before and after results

  • Visual portfolio with images

    
    

• Mobile-friendly, responsive design

  • We live in an age where the vast majority of people will find your business on their mobile first, so it's vital that your website performs on all device types

So now you know what makes a website actually work, is it time yours had some updates?

If you’re not sure where your website currently stands, my audit service will show you exactly what’s working, what isn’t, and how you can improve it with clear, actionable steps.

Or, if you’re ready for a more hands-on approach, I can support you with a strategic refresh or full redesign to elevate both your website and how it performs.

Send me an email (hello@meganrowleycoates.com) or fill out the form on the Contact page.