Good does not mean spectacular
When I talk to freelancers about their website, it often starts with the appearance: colors, fonts, animations. This is understandable, as the website is a showcase.
However, what matters to your visitors is something else. They want to quickly find out if they are in the right place, and if so, how to reach you. A good website makes this easier.
In the following, I will show the points I pay attention to for every website. You do not need any technical knowledge for this.
1. Clear at first glance: Who, what, for whom?
Anyone opening your page should understand without scrolling:
- who you are,
- what you offer,
- for whom your offer is intended.
“Welcome to our website” does not answer any of these questions. “Carpentry in Sankt Vith – custom furniture and interior design” answers all three.
Sounds trivial, but it is surprisingly often forgotten. Especially those who know their own business well quickly assume knowledge that a visitor does not have.
2. It works on mobile
Many people today first search for a business on their smartphone, whether on the go, on the couch, or during lunch breaks. A website that only looks good on a large screen loses these visitors.
On mobile, good means specifically: texts are readable without zooming in, buttons can be tapped with the thumb, and nothing extends beyond the screen edge. Experts call this "responsive design." It simply means that the page adapts to any screen size.
My tip: Open your own site on your phone and try to find your phone number without help. If that is cumbersome, your customers feel the same way.
3. It loads quickly
No one likes to wait. If a page takes noticeably long to load, visitors leave before they have even seen anything.
The most common culprits are oversized images, unnecessary effects, and too many embedded add-ons. Often, a lot can be improved here with little effort, such as by resizing photos before uploading.
4. Contact with one click
A website usually has one goal: for someone to get in touch, book an appointment, or come by. This step should be as simple as possible.
This means, for example:
- Phone number and email address are clearly visible and directly clickable on mobile.
- A contact form only asks for what you really need.
- Address and opening hours are easy to find when customers come to you.
Every additional required field and every hidden number costs inquiries.
5. It appears trustworthy
Before someone calls you, they want to be sure they are reaching a reputable business. Trust is built through small details:
- Real photos of you, your team, and your work instead of generic stock images.
- A complete imprint and a privacy policy
- Real voices of satisfied customers, if available
On the last point, I am strict: Customer testimonials must be real. A made-up quote may seem good in the short term, but it damages trust as soon as it is noticed. Better no customer testimonials than false ones.
6. It is current
Nothing looks as abandoned as a website with opening hours from three years ago or a "news item" from long ago. Visitors rightly wonder if the business still exists.
A good website does not need to have constantly new content. However, it must be accurate. Therefore, it should be clear from the beginning who keeps prices, times, and offers up to date and whether this is possible without a developer.
7. It is easy to read
Readability concerns everyone, not just older people or those with visual impairments. This includes:
- sufficiently large font,
- enough contrast, so no light gray text on a white background,
- short paragraphs and clear subheadings,
- images with descriptions so that screen readers can capture them.
What is easy for people to read is also better understood by Google.
8. It can be found
The most beautiful website is of little use if no one can find it. This does not require tricks, but primarily clear content: Clearly state what you offer and where. Anyone searching for "Friseur Burg-Reuland" should find exactly those terms on your page.
This area is called search engine optimization, or SEO for short. It is a topic in its own right. However, the foundation is always the same: understandable texts for people.
What is less important than many think
Animations, image carousels, and elaborate effects can be nice. I personally enjoy building such things. However, for most businesses, they are secondary and can cost loading time, clarity, and depending on the situation, money.
A simple page that meets all the points above usually brings more than a spectacular page where no one can find the phone number.
Quick test for your own website
Take five minutes and answer these questions honestly:
- Does a stranger understand what you offer in a few seconds?
- Is the page easy to use on a mobile phone?
- Does the content appear quickly, without you having to wait?
- Can you find your contact information with one click?
- Are prices, times, and offers up to date?
Every "no" is an indication of where your page can improve. Often, it is less effort than you think.
Conclusion
A good website is not a work of art, but a tool. It clearly explains what you do, works on any device, is fast, builds trust, and makes contact easy.
If you were unsure during the quick test or are planning a new page, I would be happy to look at your situation and honestly tell you where I see potential.
Read more:
- Does a small business in East Belgium still need its own website in 2026?
- Two websites, one Odoo: gesund-fit-frei.com and women40plus.be
- Website made from AI code: Why a generated design is not a foundation
Do you want to know how your website performs, or are you planning a new one? You can reach me directly through "Request Project". I will get back to you with an honest assessment.