Your website is your brand’s first impression—and we all know how much first impressions matter.
But what actually makes for good web design beyond just looking pretty? Let’s break it down and explore what really counts when creating a website that connects with your audience. We’re talking about style, layout, interactive elements, and the power of simplicity—all wrapped up in a cohesive, exciting experience.
*Also check out The most common web design mistakes businesses make (and how to avoid them in 2025) of things to avoid.
1. Web design style & layout = Your visual storytelling
Good web design is more than just looking good—it’s about telling a story through cleverly mapped-out visuals and content, guiding them through the ‘experience’.
- Simplicity and Consistency: Your users should find what they need effortlessly. Clean layouts, with consistent colours, fonts, and style, make that possible. The design should reflect your brand’s vibe—whether you’re bold and adventurous or sleek and sophisticated.
- Visual Hierarchy: Your layout should naturally guide the user’s attention. Think strong headlines, eye-catching images, and well-placed call-to-actions (CTAs) that lead visitors through the journey you want them to take. Like a great film—there’s dialogue, but the visuals and scenes bring the full story to life.
2. Visuals, whitespace, and interactivity = Impactful balance
Getting the balance right between images, text, and whitespace can make or break the experience.
Too much text? People are out of there. Not enough? They won’t know what’s going on.
- Visuals Create Connection: Images evoke emotions, and emotions drive action. Avoid those tired, generic stock photos and go for visuals that make your brand relatable and real.
- Whitespace Is Breathing Room: Whitespace is that blank, airy space that lets your content breathe. It helps people digest information without feeling overwhelmed. Picture a book where the text runs through to the edges, top to bottom, and left to right—overwhelming, right? Whitespace is your way of saying, “Take your time, relax, and enjoy.”
- Interactive Elements: Not everything needs to be shown at once. Using hover effects, accordion menus, or click-throughs can keep things tidy while giving users the chance to explore deeper if they want. It’s like leaving a breadcrumb trail for the curious.
3. Interactive elements = Make visitors part of the experience
Interactive features make a website come alive, turning passive scrolling into an engaging experience.
- Features that add value: Don’t throw in every widget just because you can—choose ones that enhance the user’s experience. Sticky CTA buttons, animated headlines, or even pop-ups can work wonders when done right. Just remember: less is more, and not all features are essential. Use what supports your goals.
- Micro-Interactions: Subtle touches like hover effects, entrance animations, and scroll effects add polish and personality. These tiny moments show that you’re paying attention to the user’s experience—making it feel personal without being overwhelming.
4. Accessibility = Web design for everyone
Good web design is inclusive.
You want everyone to enjoy what you’ve created, whether they’re on a desktop, a mobile device, or using assistive technology.
- Universal Design: High-contrast colours make text easy to read for those with visual impairments. Keyboard-friendly navigation allows users with limited mobility to move through your site using the “Tab” key. Descriptive alt text helps users with screen readers understand your images.
Plus, it can boost your SEO.
Google rewards sites that make things easier for everyone, so turning your website into an inclusive space that anyone can enjoy isn’t just a nice-to-have—it’s a must.
Here’s another must-read on inclusive web design: Why accessibility matters: The future of inclusive web design.
5. Call to action & conversion = Make it clear and unmissable
A good website doesn’t just look good and function optimally—it drives action.
- Simple and Actionable CTAs: Don’t make users hunt for your CTAs. Keep them bold, simple, and actionable. Words like “Discover,” “Join,” or “Get Started” work well. Align your headlines and text to lead users naturally toward the next step—like inviting someone to a party but forgetting to tell them how to get there. Don’t leave them hanging!
- Active Language: Use words that make the action feel easy and desirable. Every page should end with a clear next step, so your visitors know exactly what to do next.
6. Future-proof web design = Build for tomorrow
When designing a website, you’re not just thinking about today—you’re thinking about tomorrow.
These simple improvements can seriously go a long way for small businesses. Check out: How smart web design levels the playing field for small businesses.
Scalability is key, so build in a way that allows for growth and change.
Using CMS tools like WordPress, paired with a flexible builder like Elementor, allows you to add or adjust elements quickly as your business grows. This ensures your design can evolve without starting from scratch every time.
- AI and AR Widgets: Don’t shy away from integrating emerging tech. Tools like AI chatbots or AR product try-ons can elevate your site—making it not just functional but a standout experience. Imagine letting users try on a product virtually or offering instant support through a chatbot. These features are already shaping the future of web experiences.
Conclusion: Good web design is more than checking boxes
Good web design isn’t about ticking off a list of rules—it’s about creating genuine connections. It’s about crafting an experience where every element, from the layout to the CTAs, works together to inspire, engage, and drive action.
Curious about what’s next in web design?
I’m always on the lookout for new ways to make websites better, more creative, and more effective. If you’re ready to level up your website, let’s connect.
