What Makes a Good Website
Top 3 Things That You Should Include in Yours!
(updated Jan. 2026)
Let’s be honest: first impressions matter, even online. When someone lands on your website, you only have a few seconds to let them know they’re in the right place. So what makes the difference between a website people click away from and one that draws in your ideal clients? Whether you’re starting from scratch or refreshing what you already have, here are three must-have elements that you’ll want to include.
1. Brand Photography That Feels Like You
People connect with people. That’s why professional, brand-aligned photography makes such a big difference. While stock photos can certainly work in a pinch, they can only go so far—they don’t show off you, your team, or the personality behind your business. Psychology shows that we are naturally drawn to, trust, and favor websites that feature photos of people. It's even more effective when those photos include you and your business team!
Great brand photography tells your story without saying a word. It creates trust, helps your audience feel a connection, and sets the tone for your brand. Whether it’s behind-the-scenes shots, product photography, or a warm welcome from you, authentic images give your site a polished and professional feel that builds confidence from the first click.
Photo credit to Laura Harstad, Virtual Brand Photographer.
2. Clear, Compelling Website Copy
Once your images grab attention, your words need to seal the deal. Your website copy should tell visitors three things—fast:
They’re in the right place
You understand their needs
You have the solution they’re looking for
Think of your copy as your virtual handshake. It should be warm, clear, and focused on the value you provide. No jargon. No fluff. Just words that speak directly to your ideal client or customer in a way that makes them want to stick around, and click that “Contact” or “Sign-Up” button.
Here are a few questions to begin marinating on that will help lay the groundwork for your website copy:
Who is your ideal client?
What problem does your ideal client have?
How can you solve this problem for them?
If you’d like a guide to help you write your copy with confidence, I’ve created a FREE Website Copy Template to help you generate ideas and write your copy.
My guide contains the same questions, tools, and examples that I’ve used to create my own website content and that I share with my paid web design clients.
You’ll find encouragement along with clear, guided steps on what to include in your Homepage, Services Page, and About Page!
Before you begin the web copy writing process, I guide you through helpful steps that get you mentally prepared to lay the foundation for your copy!
If having a resource like this sounds wonderful to you, you can claim your FREE website copy template here!
3. Engaging Content That Keeps People Around
Here’s the secret sauce: the longer people stay on your website, the better your chances of ranking well on Google. In fact, engaging content is one of the top factors Google uses to decide how to rank your site in search results. Check out this graphic, curtesy of FirstPageSage:
The most significant factor in Google ranking is the "Consistent Publication of Engaging Content."
That means blog posts, videos, FAQs, guides—anything that educates, entertains, or adds value. Is what you’re creating helpful, reliable, and people-first? (Google breaks down what they mean by that here). Not only does this content show your expertise, but it also keeps visitors scrolling, clicking, and coming back for more. And the more helpful your content is, the more likely people are to share it (which Google also loves).
A quick word about blogs. They’re an excellent way to create content that not only engages and helps your audience but also improves your chances of ranking higher on Google.
Google loves fresh, valuable content—and the longer people stay on your site, the better your search rankings.
Blogging gives you the chance to share your expertise, answer common questions, and even solve problems for your audience. Plus, every new post is another opportunity for people to find you or share relevant, helpful content with others.
BLOGGING TIP: Think of what types of questions your ideal client is asking. Use that question and turn it into a blog post (it can make for great SEO when you turn it into the H1 blog title!).
For a more detailed dive into blogging for business, check out my post, “Should You Be Blogging for Business?” I include a section on how to generate blog ideas.
Whether you’re sharing tips, stories, or insights, regular blogging can help build trust with your audience and get your website noticed by search engines. It can be an effective way to organically grow your online presence!
In a Nutshell:
If you want a website that not only looks good but works—think connection, clarity, and content.
Invest in quality brand photography that reflects you.
Write copy that welcomes your ideal visitors and is clear about the type of services you offer.
Create content that keeps people engaged and positions you as the go-to expert.
Focus on these three things, and you’ll be well on your way to a website that looks great, ranks well, and (most importantly) connects with the people you’re here to serve!
Ready to take a deeper dive into making your own website?
I’ve created a 7 step guide to breaking down the website design process, so it doesn’t seem so overwhelming! Check out How to Design Your Own Website in 2026.
Want more resources that can help with your website in 2026? Here you go! —>
How to Design Your Own Website in 2026 (A 7 Step Guide)
FREEBIE! Claim my full Website Copy Template (that I use with my paid clients!)
If you’re ready to spend your precious time managing your business and less time on the details of web design, I would love to come alongside you in this process.
Reach out! I’d love to chat with you how I can support and encourage you as your Squarespace web designer!
