The first website I ever built was, honestly, pretty ugly.
At the time, I thought it was a masterpiece. It had all the right colours, a nice logo, and a layout that I was weirdly proud of. But looking back, it was all style and no strategy.
Back then, I wasn’t working in online marketing. I was in radio, where design didn’t have to perform; it just had to look good.
My goal was to make something visually appealing, not necessarily something that worked.
I had a general idea of what we wanted the client to do on the site, but it wasn’t the main focus. The design came first, and everything else had to fit around it.
Now, more than a decade later, I can laugh at those early designs.
They were lovely in their own way, full of brand colours and fonts that matched perfectly, but they didn’t always achieve their purpose. That’s what I see all the time now: business owners who pour heaps of time, effort and money into a site that looks great… but one that does not work towards their goals or what it’s actually supposed to do.
Now, more than a decade later, I can laugh at those early designs. They were lovely in their own way, full of brand colours and fonts that matched perfectly, but they didn’t always achieve their purpose. That’s what I see all the time now: business owners who pour everything into making a site look good, without thinking about what it’s actually supposed to do.
A beautiful website that doesn’t convert is like buying a shiny new car and never learning to drive it. It looks impressive in the driveway, but it’s not going anywhere.
These days, I still care deeply about design. I want every website to be beautiful and perfectly on brand. But I no longer measure success by how attractive it is. A good site is one that works hard behind the scenes, converting browsers into buyers and visitors into loyal clients.
Start with function, not fancy
When I design a site now, I start by asking one question, What do you want people to do here?
That one question drives everything, from the layout and copy to the user flow and imagery. Every decision has to support that goal.
If the goal is to get bookings, your call to action should be front and centre. If you’re selling products, the journey needs to feel intuitive. If you’re building trust, your design should gently lead visitors through a story that makes sense.
A website should never be built around what looks cool. It should be built around what works (then it’s time to add all the cool bits!)
SEO: if they can’t find it, they can’t buy from you
I used to think SEO was a dark art filled with algorithms, backlinks and mystery.
Now I think of it as the sign out the front of your business saying, “Hey, we exist.”
The basics go a long way, and. site built “properly” will already cover your core SEO:
SEO isn’t magic, it’s just clarity. You’re helping both Google and your customers understand what your business does.
Accessibility matters more than ever
At least one in four adults experiences some level of disability that affects how they use the internet. If your site isn’t accessible, you’re excluding a massive audience.
I learned this when a client using a screen reader emailed me to point out that none of my images had alt text. It was an embarrassing moment, but one that changed how I build forever.
Readable fonts, proper colour contrast, clear alt text and logical navigation aren’t nice-to-haves. They’re essentials. They make your site easier for everyone, including Google.
Keep it simple
The websites that perform best are usually the ones that are the easiest to use. If people have to think too hard, they leave. Simple menus, short paragraphs, fast loading pages and clear next steps always win.
Your website should feel effortless to move through. If someone lands on your homepage and can’t immediately see what to do next, you’ve already lost them.
A good-looking site draws people in. A functional one keeps them there and makes them act. Combine both and you’re onto a winner.
That first crappy website was the best lesson I ever built. These days, I still want things to look stunning, but I care much more about how they work.
Why isn’t my website bringing in new customers?
Usually because it looks nice but doesn’t guide visitors to take action. A good website needs clear messaging, simple navigation, and a reason for people to get in touch.
Do I need to completely redesign my website to make it work better?
Not always. Often it’s small fixes like faster load times, better calls-to-action, and writing content that speaks directly to your ideal client. A VIP Day might be just what you need for a quick audit and key changes.
How can I tell if my website is actually working?
Are people contacting you? Track how many people visit, how long they stay, and whether their reaching out via your website. If it’s quiet, it’s time to look at your design, SEO and content.
