What Makes a Good Website?

Your website is the first impression potential customers will have of your business.

But what exactly makes a ‘good’ website?

After building over 1,400 websites and supporting hundreds of Australian businesses to grow online each month - we've found that a good website combines three different engines.

1. Attracting the right visitors from search and AI engines
2. Building trust and credibility quickly
3. Converting those visitors to the next step

We call this the A-B-C Framework. Each one comes with key components we'll cover in this guide.

A | Attract the right visitors from search and AI engines

If no one can find your website, it's going to be pretty hard to win online.

But you don't want anyone on your site. You need potential customers who are actively looking for the products and services you deliver.

None of this can happen unless you have a strong technical foundation and a content strategy that Google and AI engines respect.

The three most important ingredients here are:

High-Value Content

Create content that answers the specific questions your customers are already asking. How-to guides and case studies - rather than just talking about yourself.

This approach solves problems and demonstrates expertise, giving search, AI engines and people a genuine reason to trust your business.

Search and AI Engine Optimisation

You don't need to be a technical expert, but you must get the fundamentals of SEO, AEO and GEO right to get found.

Focus on unique page titles with local keywords, clear headings that answer user questions, and a mobile-friendly structure so Google can easily index your site and AI engines can recommend you in answers.

Fast Performance

A slow website frustrates visitors and hurts your search rankings.

Speed is a critical first impression both for humans and website crawlers. It needs to load in under 2 seconds, so make sure it loads fast and delivers content quickly.

For a deep dive into more traffic growth strategies, see 43 Ways to Increase Website Traffic.

B | Build trust and credibility with your target audience

You have those 2 seconds to capture attention and ensure people don't bounce immediately.

To do that, visitors must immediately see you as a credible, secure, and authentic business.

Building trust isn’t a single action-it’s the result of a professional, secure, and authentic online presence that makes potential customers feel confident in choosing you.

The three most important ingredients for building trust are:

Mobile-First Design

With 75% of users judging credibility based on design, your site must work perfectly for everyone's thumbs.

Ensure buttons are easy to tap and text is readable without zooming, or you risk losing the majority of Australian visitors who now browse primarily on mobile.

Heavy Use of Social Proof

Overcome natural scepticism by displaying specific testimonials and Google reviews that highlight real results.

If you are new, bridge the trust gap by listing your ABN, insurance, and professional certifications to prove you are a legitimate, safe business.

A Strong About Us Page

Your About Us page is often the second most visited page on business websites, yet most businesses waste this opportunity with corporate overviews.

Don't waste this page on a dry timeline of your history; instead, explain how your experience helps the customer right now.

Replace "Founded in 2010" with "We help businesses save time," focusing on your team's real-world expertise to build a genuine human connection.

What to include in your About Us is one of the 10 Essential Decisions for a Good Website.

C | Convert those visitors into leads and customers

Attracting visitors and building trust are essential, but won't pay the bills.

The final and most important function of your website is to turn those visitors into paying customers.

The three most important ingredients to improve your conversion rates are:

Intuitive User Experience

Visitors will leave if they have to think too hard, so stick to familiar navigation patterns and the "3-click rule."

Organise services by the problems they solve rather than by internal departments to ensure users find exactly what they need without confusion.

Clear Value Proposition

You have those two seconds to convince visitors to stay, so immediately state what you do and the benefit they get.

Use a clear formula like "We help [customer] achieve [outcome]" to give visitors a concrete reason to choose you over competitors.

Calls-to-Action

A CTA tells visitors exactly what to do next, removing any guesswork or friction.

Every element of your website should support at least one of these functions.

For more ways to increase conversion, see 21 Ways to Increase Conversions on your Website.

Now that you understand the A-B-C Framework - Attract, Build, and Convert - don’t miss the execution steps through the ten essential ingredients that bring each part of this framework to life

Frequently Asked Questions

1. How much should a small business in Australia spend on a website in 2025?

Australian small businesses typically spend between $3,000-$15,000 for a professional website, depending on complexity and features.

The key is focusing on ROI rather than just cost-a well-optimised website should generate more revenue than it costs within 6-12 months.

Consider ongoing costs like hosting ($200-$1,000 annually) and maintenance ($500-$2,000 annually) when budgeting.

To learn more, see our guide on How Much Does a Website Cost in Australia.

2. What's the most important thing to have on a small business website homepage?

The most important element is a crystal clear value proposition above the fold that immediately tells visitors what you do, who you help, and why they should choose you.

This should be visible within 5 seconds without scrolling and use specific, benefit-focused language rather than generic corporate speak.

Follow this with a prominent call-to-action that makes the next step obvious.

3. How fast should my business website load to keep customers from leaving?

Your website should load in under 3 seconds on desktop and under 4 seconds on mobile to meet customer expectations and Google's performance standards.

In Australia, where internet speeds vary between urban and regional areas, optimising for slower connections is crucial. Every additional second of loading time can reduce conversions by up to 20%.

4. Do I really need a mobile-friendly website for my Australian small business?

Absolutely-73% of Australians use mobile devices as their primary method of accessing websites, and Google uses mobile-first indexing for search rankings.

A mobile-friendly website isn't just responsive design; it needs touch-friendly buttons, fast loading on mobile networks, and easy thumb navigation.

Mobile optimisation directly impacts both user experience and search visibility.

5. What's the difference between a good About Us page and a bad one?

A good About Us page focuses on how your experience and expertise benefit customers rather than just listing company history.

Include team photos, specific qualifications, and explain why you're uniquely positioned to solve customer problems.

Bad About Us pages are generic corporate overviews that could apply to any business and don't build trust or credibility.

6. How do I know if my website is actually generating leads for my business?

Set up Google Analytics with conversion tracking for key actions like contact form submissions, phone calls, and email clicks.

Track metrics like conversion rate (percentage of visitors who contact you), traffic sources, and lead quality.

If you can't answer how many visitors become leads each month, you need better analytics setup.

7. What makes a call-to-action button effective on Australian business websites?

Effective CTAs use action-oriented language that clearly states what happens next, like "Get Your Free Quote in 24 Hours" instead of generic "Contact Us."

They should stand out visually with contrasting colours, be large enough for mobile tapping (minimum 44 pixels), and be placed at logical decision points throughout your website.

Australian customers respond to direct, honest language without aggressive sales pressure.

8. Should my small business website include customer testimonials and reviews?

Yes, testimonials and reviews are crucial for Australian businesses because 87% of local consumers read online reviews before making decisions.

Include specific testimonials with full names, locations, and concrete results rather than generic praise. Display Google reviews prominently and respond professionally to all feedback to build trust and credibility.

9. How important is local SEO for Australian small businesses with websites?

Local SEO is critical-46% of all Google searches have local intent, and 76% of people who search for local businesses visit within 24 hours.

Optimise your Google Business Profile, ensure consistent NAP (Name, Address, Phone) across directories, and create location-specific content.

Local SEO often provides higher conversion rates than general SEO because searchers have immediate purchase intent.

10. What's the best website platform for Australian small businesses?

WordPress is the most popular choice for its flexibility and SEO capabilities, while Shopify works well for e-commerce businesses.

Choose based on your specific needs: WordPress for content-heavy sites, Shopify for online stores, or Squarespace for simple business sites.

Consider factors like ease of updates, security, scalability, and integration with Australian business systems.

11. How often should I update content on my small business website?

Update your website content at least monthly to maintain search engine rankings and provide fresh value to visitors.

This includes blog posts, service information, team updates, and customer testimonials. Regular content updates signal to Google that your site is active and relevant, which can improve your search rankings and local visibility.

12. What security features does my Australian business website need?

Essential security features include an SSL certificate (HTTPS), regular software updates, automated backups, and malware protection.

Australian businesses must also comply with the Privacy Act for data collection and display privacy policies.

Security badges and trust indicators help build customer confidence, especially for e-commerce or businesses collecting personal information.

13. How do I make my website accessible for customers with disabilities?

Implement accessibility features like alt text for images, keyboard navigation capability, sufficient colour contrast, and screen reader compatibility.

This isn't just good practice-it's required for Australian government contractors and helps you serve all potential customers. Use tools like WAVE or axe to test your website's accessibility compliance.

14. What's the biggest mistake Australian small businesses make with their websites?

The biggest mistake is treating their website like a digital brochure instead of a lead generation system.

Many businesses focus on looking professional but ignore conversion optimisation, clear calls-to-action, and measuring actual business results.

Your website should actively guide visitors toward contacting you, not just display information passively.

15. Should my website include live chat or chatbots?

Live chat can improve conversion rates by providing immediate assistance, especially for service-based businesses where customers have questions before contacting you.

However, only implement chat if you can respond promptly during business hours. Automated chatbots work well for basic questions and after-hours inquiries, but ensure they're helpful rather than frustrating.

16. How do I choose the right web designer or developer for my Australian business?

Look for designers with experience in your industry who understand Australian market preferences and compliance requirements.

Review their portfolio for mobile optimisation, loading speed, and conversion-focused design. Ask about ongoing support, SEO knowledge, and their process for measuring website performance.

To learn more on this, see our Best Web Design Agencies in Sydney 2026.

17. What analytics should I track to measure my website's business impact?

Track conversion metrics like contact form submissions, phone calls from your website, and lead-to-customer conversion rates.

Monitor traffic sources to understand where your best customers come from, and measure local search visibility for relevant keywords.

Focus on metrics that directly relate to business revenue rather than just vanity metrics like page views.

18. How long does it take to see results from website optimisation efforts?

Technical improvements like speed optimisation and mobile fixes can show immediate results in user experience and search rankings.

Content and SEO improvements typically take 3-6 months to show significant impact in search and AI visibility.

Conversion optimisation through A/B testing can show results within weeks, but sustainable growth requires consistent, long-term optimisation efforts.