The design and functionality of your website should be suited to your ideal customers. Whether that’s the type of font you choose or the layout and colour schemes, there’s a lot to think about when it comes to adapting a site design that appeals to your audience.
To get a better insight into your customers, get to know your audience in general. Do focus groups, conduct feedback opportunities, and get suggestions on what your typical customer looks for when navigating a website in 2025.
- Create a backlog of content ready for publishing
When it comes to building a successful website, you want to ensure there’s a backlog of content ready to publish, even if the site has launched already. The content you publish needs to be high-quality and SEO optimised – more information on that in the next point.
It’s certainly useful to have a blog element to your site, that way you have an opportunity to always put new content out on the internet. That helps to boost your ranking as a result. While you might have new landing pages such as product pages or announcements, these might not be as frequent, which is why blogs are a usual feature for a lot of company sites.
By creating a backlog of content, you get ahead of yourself and provide consistency within your content schedule by being ahead in what’s already written and ready to go.
- Optimise with effective SEO practices
SEO, as mentioned above, is a crucial part of building a successful website and that’s why it’s important to incorporate it into your strategy when building the website or updating it.
The more you optimise your website with effective SEO practices, the better your site is likely to perform via Google’s search engine. For example, think about adding internal and external links throughout your website’s pages.
Look to add in media that is engaging but isn’t going to slow down your site’s speed, as that can put users off. Consider bounce rate – the rate at which customers spend on your site before going off it – and improve it where required.
There are many different SEO practices you could get started on in order to improve your efforts to climb up the search engine rankings.
- Make sure the website design is responsive on all devices
Your website design needs to be responsive on all devices. That means not just desktops and laptops but also mobile devices and tablets. A lot of businesses don’t make their sites mobile-friendly and as such, lose their users.
It might not be something you’ve considered, but not using mobile-friendly websites or designs when most people nowadays use their smartphones for browsing online is short-sighted.
With that being said, make sure your website functions via mobile just like it does on any other device. If it doesn’t, then you’re going to want to update it where possible to ensure it functions correctly. This might mean you have to remove one or two functionalities currently on the main site for it to work.
- Create a cohesive branding that’s recognisable
Branding is highly important, especially as it takes multiple interactions with a user before they recognise the brand.
Cohesive branding should be cohesive, meaning it looks the same whether it’s on your website, social media, or any marketing materials you put out into the world, online or offline.
Is that cohesive branding currently in place across your company assets? If not, then make sure it’s something to change as you build or update your website. By keeping it cohesive, it’ll take less time for users to recognise you from the times before and ultimately improve the interactions they have with the business from then on out.
- Integrate your socials
Integrating your socials is a great method of promoting your business across all of your channels. While your website might be the main contact for customers and new users alike, your social media handles might also be where customers are originating from.