Like books, magazines, email, currency, humans and all the other things which have been threatened with extinction by new digital evolutions, websites are going nowhere fast. Creating a website is one of the most crucial steps for any business. For small businesses especially, having an effective website isn’t just about being present online—it’s about creating a space where potential customers can interact with your brand, learn about your products or services, and ideally make purchases.

As websites aren't a new invention of these digital times, users expect a seamless, visually pleasing, and highly functional experience. At the same time, search engines like Google are prioritising accessibility, speed, and mobile-friendliness when determining which sites to rank and are far more exacting in their algorithms than they used to be. So how do you create a website that not only looks great but also delivers on user experience (UX) and performance?

In this blog post, we’ll cover the most critical aspects of creating a website, including design best practices, accessibility requirements, layout and content trends, eCommerce features, and everything a small business should consider when building or commissioning a website from a designer.

1. Start with a Solid Foundation: Website Purpose and Audience

Before diving into the technical aspects of design, layout, and content, it’s essential to define the purpose of your website and identify your target audience. Here are some key questions to consider:

• What is the primary goal of your website? Is it to sell products, generate leads, provide information, or build brand awareness?
• Who are your target users? What are their needs, interests, and pain points?
• How will you measure success? Will it be through sales, traffic, engagement, or another metric?

Having clear answers to these questions will guide every decision you make about your website, from design choices to content structure and functionality. It will also help you to brief a designer if you can clearly articulate what you need so they can turn your vision into a semblance of your imagined reality.

2. Best Design Practices for 2024

Website design is about more than just aesthetics. While your site needs to be visually appealing, it mostly has to be functional, easy to navigate, and optimised for various devices. Here are some best practices for modern website design:

a. Mobile-First Design

With over 60% of web traffic coming from mobile devices, a mobile-first approach is essential. Rather than designing for desktop first and then adapting to mobile, prioritise the mobile experience and expand it to larger screens. Responsive design ensures that your website looks and functions well across all devices, from smartphones to tablets and desktops.

b. Simplicity and Minimalism

Simplicity continues to be a major trend in web design. Clean, minimal layouts with plenty of white space not only look modern but also improve usability. Avoid cluttered pages, excessive animations, and unnecessary distractions. Every design element should serve a purpose. Show don't tell, and if you do have to tell, make it as simple and short as possible in a very readable font.

c. Fast Load Times

Page speed is a critical factor both for user experience and search engine optimisation (SEO). A slow-loading website frustrates users and leads to high bounce rates. To improve load times:

• Optimise images by compressing them without losing quality.
• Minimise the use of heavy scripts or plugins.
• Use lazy loading for images and videos so they only load when needed.
• Choose a fast, reliable web hosting provider.

d. Easy Navigation

Navigation should be intuitive. Users should be able to find what they’re looking for within a few clicks. Simplify your site’s structure, use clear and descriptive menu items, and ensure that important sections (such as product pages or contact information) are easy to access.

3. Key Accessibility Must-Haves

Website accessibility is no longer optional; it’s a necessity. Accessibility refers to designing websites that can be used by everyone, including individuals with disabilities. Not only is this a moral obligation, but it can also affect your SEO and legal standing - Google is paying a LOT of attention here.

Here are some accessibility best practices:

• Text alternatives for images: Use descriptive alt text for images to ensure that visually impaired users relying on screen readers can understand the content.
• Keyboard navigation: Ensure that all interactive elements (like buttons, links, and forms) can be navigated using a keyboard.
• Contrast and readability: Ensure that there’s sufficient contrast between text and background colours to make reading easier for users with visual impairments. Fonts should be legible, and text should be scalable.
• Accessible forms: Label form fields clearly, provide error messages, and ensure that forms are navigable via keyboard.
• ARIA landmarks: Use ARIA (Accessible Rich Internet Applications) tags to help assistive technologies understand and interpret web content.

Incorporating accessibility features not only broadens your audience but also shows that your business is committed to inclusivity.

4. Trends in Layout and Content

Design and content trends are always evolving, but a few key themes are consistent in terms of layout and content structure for sites that rank and perform well:

a. Asymmetrical Layouts and Bold Typography

Asymmetrical grids and layouts are becoming increasingly popular. They break away from traditional grid-based structures and add an element of surprise to the design. Similarly, bold typography that dominates the screen can be a powerful design element. However, balance is key—you don’t want design elements to overwhelm the actual content.

b. Micro-Interactions and Animations

Micro-interactions are subtle animations or design features that provide feedback to users. For example, a button changing color when hovered over or a form field shaking when an error is made. These small details enhance user experience by making the site feel interactive and alive.

c. Personalisation and Dynamic Content

Personalisation is becoming more prevalent in website design. With dynamic content, businesses can show users personalised messages, recommendations, or products based on their browsing history or preferences. This approach can improve engagement and conversion rates.

d. Video and Multimedia Integration

Video continues to be a powerful form of content. Whether it’s explainer videos, product demonstrations, or customer testimonials, video can engage users in ways that text and images can’t. In 2024, websites should focus on integrating high-quality multimedia without compromising speed or accessibility.

5. Essential eCommerce Features

For small businesses selling products or services online, having a robust eCommerce platform is vital. Here are some essential eCommerce features to consider:

a. Secure Payment Gateways

Your website should support a variety of secure payment options, such as credit cards, PayPal, and mobile payment solutions like Apple Pay and Google Pay. Make sure your checkout process is encrypted and PCI-compliant to protect customer data.

b. User-Friendly Product Pages

Product pages should be designed with the user in mind. Include high-quality images, detailed product descriptions, and clear pricing. Ensure that the add-to-cart button is easy to find, and provide options for product reviews and ratings to build trust.

c. Fast and Simple Checkout Process

Cart abandonment is a major challenge in eCommerce. Simplify your checkout process by:

• Offering guest checkout options.
• Minimising the number of form fields.
• Providing clear progress indicators.
• Offering multiple payment methods and transparent shipping options.

d. Inventory Management and Integrations

Choose an eCommerce platform that integrates with your inventory management system, CRM, and shipping providers. Automation can save time and prevent mistakes, especially as your business grows.

6. SEO and Content Strategy for Small Businesses

A beautiful website is worthless if people can’t find it. Search engine optimisation (SEO) remains a critical component of any website, especially for small businesses trying to attract local or niche audiences. Here are some SEO must-haves for your website:

• Keyword research: Understand what terms your audience is searching for and create content around those keywords.
• On-page optimisation: Include keywords in your titles, meta descriptions, headers, and throughout your content.
• Mobile optimisation: Google prioritises mobile-friendly websites in search rankings, so ensure your site is optimised for mobile devices.
• Local SEO: If you’re a small business targeting local customers, ensure you’re listed on Google My Business and optimise for local keywords.

Content-wise, focus on quality over quantity. Produce valuable, engaging content that answers user questions or solves their problems. Blogs, how-to guides, and case studies are great ways to drive organic traffic while establishing your business as an authority in your industry.

7. Consider Professional Help

While many small businesses may consider DIY website builders or templates, investing in professional web development can make a significant difference. A professionally designed website will not only stand out aesthetically but also ensure that all the critical elements—performance, security, SEO, and accessibility—are implemented correctly.

Building a website involves more than just selecting a few templates and uploading content. It’s about creating an accessible, user-friendly, and visually engaging experience that resonates with your target audience while meeting the latest design trends, performance standards, and eCommerce requirements.

For small businesses, your website is often the first interaction potential customers have with your brand. By following these best practices and considering key elements like accessibility, eCommerce functionality, and SEO, you can create a website that stands out in today’s competitive digital landscape.

Whether you decide to go the DIY route or hire professionals, taking the time to get it right will pay off in the form of better user engagement, higher conversions, and a stronger online presence.

Don't forget to check out the Digital Ready Program's Website Fundamentals online course, which will step you through all of the stages to help you prepare to build or update your existing site - and it's free and self paced - of course.