These days, most companies have a website. But is it enough to make your business a success? Is it enough to make your business grow and prosper? I don't think so. I've seen some pretty terrible websites. I'm talking about websites that are arguably worse than not having a website at all. They are amateurish, ugly and above all... They are ineffective.

This means that they don't do a thing to enhance the company they represent. They don't attract visitors, and if someone happens to land on the website, they don't stay there. The problem is that many entrepreneurs and business owners don't know what makes a good website. As terrible as that sounds, many web developers don't know either. They may have a handle on one aspect of web design or search engine optimisation and miss the boat on other aspects.

So let's take a few minutes to define what makes a good website. Once you know that, you can create the kind of website that attracts new customers.

Firstly - A good website provides visitors with valuable information

It all starts with information. Your website is your online base. Ideally, your website should look like a combination platter that includes a well-written brochure, an attractive office, a professional receptionist and an excellent salesperson. Whew. That's a lot to accomplish with a simple website. But the good news is that it's not as complicated as it sounds. Let's start with the content. Your website needs to attract visitors - and you can only do that if you optimise it. Here's what that means:

Choosing the right keywords
Use your keywords wisely - in tags and in your content
Internal links that give your website structure and make it easier for visitors to find relevant content
External links to reputable websites to support your claims or inform your visitors

It's also about diversifying your content by combining written content with relevant images, captivating videos and visual data (e.g. infographics) to inform visitors about your business. You also need a contact page that makes it easy for visitors to get in touch with you. Ultimately, your website should tell visitors who you are, what you do and what they get out of doing business with you. If you can do that, the information aspect of your website is exactly what it should be.

Secondly - A good website keeps visitors engaged

You can have the most beautiful website in the world. But if it doesn't encourage visitors to read, explore and linger, it's useless. There's a reason you see the average time visitors spend on your site in Google Analytics. This information is valuable. It tells you how engaged visitors are. Let's face it, a visitor who lands on your website and spends 90 seconds on a page that should take them 10 minutes is not engaged. And chances are, that person didn't navigate to another page on your website. Instead, they probably clicked the "Back" button and went in search of a more interesting page. So what does this mean for the definition of a good website? It means that your website must have the following:

Well-written, engaging, valuable content that keeps visitors glued to your site until they've read it all
Intuitive navigation that allows visitors to easily find what they are looking for and navigate your website without having to think long and hard about what to do next

It also means that your website should have a responsive design. Mobile usage is on the rise and this trend is likely to continue. Mobile device users won't stay on your website if it's not easy to read on their device of choice. This means no horizontal scrolling and buttons and menus that adapt for use on a small screen.

Thirdly - A good website converts visitors into customers

Ultimately, your goal is not just to attract visitors to your website. You want to convert those visitors into paying customers. If your website isn't geared towards conversions, then it's no good. Of course, not every visitor will convert on their first visit. That's why your website needs to offer multiple conversion opportunities. Some will focus on turning visitors into leads, while others will focus on sales. There are three main features to consider here.

An opt-in form that entices visitors to sign up to your mailing list is a must. Once someone gives you an email address, they become a customer. It's your job to nurture them, overcome their objections and make it impossible for them to buy your product or sign up for your service. Ideally, you should offer an opt-in option on every page of your website, not just on the homepage.
A strong call to action is the next essential feature of a good website. I'm not talking about a single call to action here. The most effective websites offer multiple calls to action at strategic points. You could have a static form above the fold on your home page, and then a form that is triggered by scrolling, and a pop-up form to capture visitors when they leave the page without logging in. You also need CTAs on your product pages for direct sales.
The third conversion-boosting feature you should include is a simple, intuitive checkout. If your checkout is slow, cumbersome or intrusive, customers may abandon their cart without completing the purchase.

A website that has all three characteristics is probably well suited for conversion. One part is still missing, of course. Lead capture is only as good as your lead nurturing campaign. You need to leverage your email list, social media and other resources to drive captured leads to conversion.

Not all websites are good websites...

... but yours can be. By focusing on these three elements - information, engagement and conversion - you can capture leads, nurture them and get the profit you deserve.