What Makes a Website Design Great?

How to Build a Site That Looks Great, Works Hard, and Converts Better

Your small business website shouldn’t just look good—it should generate leads, build trust, and help you dominate your local market. But great website design goes far beyond appearance. A truly effective site not only looks professional but also drives traffic, captures leads, and supports long-term business growth.

So what makes a website design great? It comes down to a combination of design, strategy, speed, and functionality, all working together to create a seamless experience for your users and real results for your business.

First Impressions Matter

A strong website starts with clarity. Visitors should immediately understand who you are, what you offer, and how to take action—whether that’s booking a class, requesting a quote, or scheduling a consultation. Studies show that users form an opinion about your site in just 0.05 seconds, which means your homepage needs to be visually appealing and strategically structured right from the start.

User experience (UX) plays a critical role in keeping visitors engaged. A site that’s cluttered, hard to navigate, or overloaded with content can confuse and overwhelm users. Clean layouts, scannable content, and strong calls-to-action guide users through the site and lead them toward conversion. At 97Display, we design every website with a clear user journey in mind, so your visitors are never left wondering what to do next.

Mobile Optimization Is a Must

Mobile optimization is no longer optional—it’s essential. More than 60% of global web traffic now comes from mobile devices. If your website doesn’t load quickly or display properly on smartphones and tablets, you’re missing out on a huge segment of potential customers.

Great website design ensures a seamless experience across all devices, with fast loading times and intuitive navigation on smaller screens. Every 97Display site is built mobile-first, ensuring you’re not just keeping up—you’re leading.

Speed = Conversions

Speed is another critical factor. According to Google, 53% of mobile users will abandon a site if it takes more than three seconds to load. Great websites are optimized for performance with compressed images, streamlined code, and modern hosting infrastructure to ensure quick load times and smooth interactions.

Fast websites keep users engaged, reduce bounce rates, and improve your chances of turning visitors into leads. Tap below for a Free Website Audit and check your site speed, mobile optimization, and more!

SEO Should Be Built-In

A beautiful site doesn’t help your business if no one can find it. That’s why every high-performing site must include built-in search engine optimization (SEO) elements, from keyword-optimized headings and meta descriptions to structured data and mobile-first design.

A strong SEO foundation helps your business appear higher in search results, attracting more local traffic and qualified leads.

Your Brand Should Shine

Brand consistency is another hallmark of a great website. Fonts, colors, logos, and tone should all align with your business identity to create a polished, trustworthy impression. Custom design—not cookie-cutter templates—gives your business the credibility it needs to stand out in a crowded market. Your website should look and feel like your brand, not like everyone else’s.

Integrations Turn a Good Site Into a Growth Engine

What truly separates good from great, though, is how well your website functions behind the scenes. Great websites don’t just look good—they work hard. Integrating tools like AI-powered lead chat, marketing automation, CRM systems, and real-time messaging transforms your website into a growth engine.

That’s exactly why 97Display pairs powerful design with proprietary tools, including cutting-edge AI features, so your site delivers more than just traffic. It delivers growth.

Build a Website That Grows Your Business

In the end, great website design is about strategy, not just style. It’s the combination of fast performance, strong branding, seamless UX, mobile optimization, and smart automation that turns a good-looking site into a business-building machine.

At 97Display, we specialize in building high-converting websites for fitness studios, martial arts schools, wellness providers, and other service-based businesses. If you’re ready for a website that not only looks great but actually grows your business, we’d love to help.