1. Start With Your Audience in Mind

Your website isn’t for you, it’s for your customers. Say that again, because we often forget the whole point of this is for others, not for us. So, before you design, get clear on:

• Who your audience is
• What information they need
• How they prefer to navigate online

Need some help to get started? Try this AI prompt so you can begin understanding what it is that your customers may want:

“Act as a small business marketing expert. Suggest the top 5 things my target audience (describe them) would want to see on my website.”

2. Keep Navigation Simple

If people can’t find what they need in 3 clicks, they’ll leave. We first heard about this rule when we first started in the world of marketing over 10 years ago and believe us – it still stands. 

• Limit menu items to 5–7
• Use clear labels on your menu items (e.g., “Shop” instead of “Products”)
• Include a visible search bar

3. Prioritise Mobile-Friendly Design

More than half of web traffic now comes from mobile phone users, which makes so much sense given just over 50% of internet traffic comes from a smart phone.

• Choose a responsive theme or template
• Test your site on different devices
• Keep text and buttons easy to click on small screens

Here’s another AI prompt you can use to help you understand where you could improve: 

“Suggest ways to improve my website’s mobile experience based on these descriptions/screenshots: [add screenshots of your mobile website].”

4. Use High-Quality Images

Images set the tone for your brand and we will do anything we can to avoid stock photos – especially ones that feel too generic.

• Invest in professional photography or brand shoots
• If you’re going to edit photos with filters or a unique editing style – be consistent 
• Compress images for fast loading. No-one loves a slow website.

5. Make Your Calls-to-Action (CTAs) Stand Out

Your visitors need to know the next step to take. What do you want them to do? 

Use action-oriented language like “Book Now” or “Get a Free Quote” to take them through the end journey. 

• Place CTAs above the fold and throughout pages
• Make buttons bold and visible. 

Ready for another AI prompt to try? Give this a go:

“Suggest 10 creative CTA phrases for a [type of business] that encourage action without sounding pushy.”

6. Optimise for Speed & SEO

A slow site is a lost customer (trust us. We’ve seen the bounce rates of underperforming websites). What you want to do is:

• Compress images and remove unused plugins
• Use keyword-rich headings and page titles
• Write meta descriptions for every page

7. Build Trust With Social Proof

This is so important because it’s imperative you show potential customers they can trust you.

• Add reviews, testimonials, and case studies
• Highlight client logos, associations you’re part of or certifications
• Display before-and-after work if relevant so customers can see how great you are!

Want some help reviewing your website? Get in touch with us today!