Creating a High-Performing Website: Best Practices

January 22, 2023
January 22, 2023 Mark Acornley

Creating a high-performing website is crucial for businesses that want to achieve their digital goals.

A high-performing website is a website that meets or exceeds the expectations of its visitors, resulting in high engagement rates, low bounce rates, and high conversion rates.

It is a website that loads quickly, is easy to navigate, and provides an exceptional user experience.

A high-performing website is optimised for search engines, mobile devices, and various screen sizes. It is also secure and reliable, ensuring that users’ personal information is protected.

Why a High-Performing Website is Important

A high-performing website is important for several reasons.

It creates a positive user experience, which leads to higher engagement rates and increased time spent on the website. This, in turn, can lead to higher conversion rates and more revenue for the business.

Secondly, a high-performing website is essential for search engine optimisation (SEO). Search engines, such as Google, consider page load speed, user experience, and security when ranking websites.

Therefore, a high-performing website has a higher chance of ranking higher on search engine results pages, increasing its visibility and attracting more visitors.

A high-performing website builds trust with its visitors. A website that is slow, difficult to navigate, or not secure can damage a business’s reputation and lead to lost sales and customers.

How a High-Performing Website Benefits Businesses

A high-performing website benefits businesses in several ways.

It increases customer satisfaction and loyalty, resulting in repeat business and positive word-of-mouth referrals.

It improves search engine rankings, resulting in increased visibility and more traffic to the website. This, in turn, can lead to increased leads, sales, and revenue.

A high-performing website can reduce costs associated with website maintenance and support.

A well-designed, well-optimised website is less likely to experience downtime, errors, or security issues, reducing the need for costly fixes and support.

Understanding Your Audience and Business Goals

Before creating a website, it is important to understand your audience and business goals.

Identifying Your Target Audience

Identifying your target audience is the first step in creating a website that meets their needs and expectations.

Your target audience is the group of people who are most likely to use your products or services.

To identify your target audience, you can conduct market research to gather demographic, psychographic, and behavioural data about your potential customers.

This data can include age, gender, income, education level, interests, and purchasing habits.

Once you have this information, you can create buyer personas, which are fictional representations of your ideal customers.

Buyer personas can help you understand your target audience’s needs, motivations, and pain points, and tailor your website’s design, content, and user experience accordingly.

Defining Your Business Goals

Defining your business goals is essential for creating a high-performing website that supports your overall digital strategy.

Your business goals are the specific objectives that you want to achieve through your website.

They can include increasing sales, generating leads, building brand awareness, improving customer engagement, or reducing support costs.

To define your business goals, you can start by conducting a SWOT analysis, which evaluates your strengths, weaknesses, opportunities, and threats.

This analysis can help you identify areas where your website can improve and set specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with your overall business strategy.

Aligning Your Website with Your Audience and Business Goals

Aligning your website with your audience and business goals is essential for creating a high-performing website that delivers the results you want.

To align your website with your audience, you can use the buyer personas you created earlier to inform your website’s design, content, and user experience.

For example, if your target audience is millennials who use mobile devices, you may want to prioritise a responsive design that looks good on small screens and has fast load times.

To align your website with your business goals, you can use your SMART goals to inform your website’s structure, functionality, and features.

For example, if your goal is to increase sales, you may want to prioritise an easy-to-use checkout process, prominent calls-to-action, and product pages that showcase your offerings’ unique selling points.

It is also important to consider your website’s branding and messaging when aligning it with your audience and business goals.

Your website’s branding should reflect your business’s values, personality, and unique selling proposition.

Your messaging should be clear, concise, and tailored to your target audience’s needs and interests.

By aligning your website with your audience and business goals, you can create a website that resonates with your customers, delivers results, and strengthens your brand

Designing Your Website

Website design plays a crucial role in creating a high-performing website.

Your website’s design affects how users perceive your brand, interact with your content, and complete desired actions.

A well-designed website can improve user engagement, increase conversions, and establish credibility with your target audience.

Conversely, a poorly designed website can frustrate users, deter them from returning, and harm your brand’s reputation.

By investing in high-quality website design, you can create a positive user experience that aligns with your audience and business goals.

Essential Elements of Website Design

Several essential elements of website design contribute to a high-performing website.

These elements include:

  • Layout: A clear, organised layout that directs users’ attention to the most important content and calls to action.
  • Colour scheme: A colour scheme that reflects your brand’s identity, values, and messaging and promotes visual harmony and contrast.
  • Typography: A consistent and legible typography that enhances readability and supports your content’s hierarchy and tone.
  • Imagery: High-quality and relevant imagery that enhances your website’s visual appeal and helps users understand your content.
  • Navigation: Intuitive and easy-to-use navigation that enables users to find what they’re looking for quickly and efficiently.
  • Accessibility: A design that accommodates users with disabilities and complies with accessibility standards such as WCAG 2.0.

By incorporating these elements into your website’s design, you can create a website that engages your audience and supports your business objectives.

Best Practices for Website Design

Several best practices for website design can help you create a high-performing website.

Your website should prioritise the needs, expectations, and behaviours of your target audience to create a seamless and enjoyable user experience.

This includes being optimised for various devices and screen sizes, including desktops, laptops, tablets, and smartphones.

One great way to have a clean website is to use white space strategically to create a clean and uncluttered design that enhances readability and visual appeal.

SEO is important, your website must be optimised for search engines to improve visibility and attract relevant traffic. This can be achieved through techniques such as keyword research, meta tags, and content optimisation.

For a great user experience, you’ll want your pages to load quickly to prevent user frustration and improve search engine rankings.

This can be achieved through techniques such as compressing images, minifying code, and using a content delivery network (CDN).

Using consistent branding too across all pages, including logos, colours, typography, and messaging. This helps your users to become more familiar with your brand and trust it more.

By following these best practices, you can create a website that stands out from the competition, resonates with your target audience, and achieves your business goals.

Website design is a critical aspect of creating a high-performing website.

Developing Your Website

Choosing the right development platform is critical to the success of your website.

A development platform is a software framework that provides the tools and infrastructure for building and deploying your website.

There are several popular development platforms to choose from, including WordPress, Drupal, Shopify, Magento, and Squarespace.

Each platform has its strengths and weaknesses, and choosing the right one depends on your business goals, technical requirements, and budget.

It’s essential to research and compares different development platforms to find one that aligns with your website’s needs and your team’s technical expertise.

Creating a Sitemap and Wireframes

Before you start developing your website, it’s essential to create a sitemap and wireframes.

A sitemap is a visual representation of the pages and content on your website. It helps you organise your content and plan your website’s structure and navigation.

A wireframe is a blueprint of your website’s design.

It outlines the layout, content, and functionality of each page on your website. It helps you visualise your website’s design and user flow and identify any potential issues before development begins.

Creating a sitemap and wireframes can save time and resources during the development process and ensure that your website meets your business goals and user needs.

Developing Your Website’s Front-end and Back-end

Developing your website’s front-end and back-end involves building the visual and functional elements of your website.

The front end is the visible part of your website that users interact with. It includes the design, layout, content, and user interface elements.

The back end is the behind-the-scenes part of your website that manages data, processes user requests, and performs other tasks. It includes server-side scripting, database management, and application logic.

The front-end development process involves converting your website’s design and wireframes into HTML, CSS, and JavaScript code.

It requires a deep understanding of web design principles, front-end frameworks such as Bootstrap and Foundation, and web development tools such as code editors, version control systems, and debugging tools.

The back-end development process involves building the server-side components of your website using programming languages such as PHP, Python, Ruby, or Node.js.

It requires a strong knowledge of web development frameworks such as Laravel, Django, or Ruby on Rails, as well as server management tools such as Apache, Nginx, or AWS.

By developing your website’s front-end and back-end with care, you can create a website that delivers a smooth and seamless user experience, supports your business objectives, and sets you apart from your competition.

Developing a high-performing website involves choosing the right development platform, creating a sitemap and wireframes, and developing your website’s front-end and back-end.

Optimising Website Speed and Performance

Website speed and performance are critical to the success of your website. A fast-loading website can improve user experience, increase engagement, and boost conversions.

On the other hand, a slow website can frustrate users, decrease engagement, and harm your search engine rankings.

According to research, 47% of users expect a web page to load in two seconds or less, and 40% will abandon a website that takes more than three seconds to load.

Additionally, Google uses website speed as a ranking factor in its search algorithm, which means that slow-loading websites may not rank as well as faster-loading websites.

Best Practices for Optimising Website Speed

There are several best practices for optimising your website’s speed, including:

  • Minimise HTTP Requests: HTTP requests are the number of requests a web browser makes to load all the components of a web page, such as images, scripts, and stylesheets. Minimising HTTP requests can reduce the time it takes for your website to load. You can do this by reducing the number of components on your web pages, combining scripts and stylesheets, and using CSS sprites to combine images.
  • Optimise Images: Images can be a major contributor to slow website speed. You can optimise your images by compressing them, resizing them to the correct dimensions, and using the appropriate image format (e.g., JPEG, PNG, GIF) for the image type.
  • Use Browser Caching: Browser caching allows a website to store frequently accessed files on a user’s browser, so they don’t have to be downloaded every time the user visits the website. This can reduce page load times and improve website speed.
  • Minify CSS and JavaScript: Minifying CSS and JavaScript involve removing unnecessary white space, comments, and other characters from the code. This can reduce file size and improve website speed.
  • Use Content Delivery Networks (CDNs): CDNs are a network of servers that cache and deliver website content from the server closest to the user. This can reduce website load times and improve website speed for users who are geographically distant from your server.

Tools for Measuring Website Speed and Performance

There are several tools available for measuring your website’s speed and performance.

  • Google PageSpeed Insights: Google PageSpeed Insights is a free tool that analyses your website’s speed and provides suggestions for improving performance.
  • GTmetrix: GTmetrix is a website performance testing tool that provides a detailed report of your website’s performance, including load time, page size, and the number of HTTP requests.
  • Pingdom: Pingdom is a website monitoring and performance testing tool that allows you to test your website’s speed and uptime from multiple locations around the world.
  • WebPageTest: WebPageTest is a free website performance testing tool that allows you to test your website’s speed and performance from multiple locations and browsers.

Using these tools, you can identify areas for improvement and optimise your website’s speed and performance to provide a better user experience.

Ensuring Website Security

Website security is essential to protect your website from cyber attacks, data breaches, and other security threats.

A secure website can build trust with your users, protect your brand reputation, and ensure compliance with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Common Website Security Threats

There are several common website security threats that you should be aware of, including:

  • Malware: Malware is software that is designed to harm your website or computer. Malware can be spread through infected files, links, and email attachments. It can compromise your website’s security, steal data, and harm your users.
  • DDoS Attacks: A Distributed Denial of Service (DDoS) attack is a type of cyber attack that overwhelms your website with traffic from multiple sources, causing your website to crash or become inaccessible.
  • Phishing: Phishing is a type of cyber attack where attackers use fraudulent emails, text messages, or websites to trick users into providing sensitive information such as usernames, passwords, and credit card details.
  • SQL Injection: SQL injection is a type of attack where attackers exploit vulnerabilities in a website’s code to gain access to sensitive data or take control of the website.

Best Practices for Ensuring Website Security

Keeping your website software up-to-date is essential for protecting your website from security vulnerabilities. This includes your content management system (CMS), plugins, themes, and any other software you use on your website.

Using strong passwords can prevent attackers from gaining access to your website. Use a combination of upper and lower case letters, numbers, and special characters, and avoid using easily guessable passwords.

Implement SSL/TLS. SSL/TLS (Secure Sockets Layer/Transport Layer Security) is a protocol for encrypting data transmitted between a user’s browser and your website. Implementing SSL/TLS can prevent attackers from intercepting sensitive information such as usernames, passwords, and credit card details.

Regularly backing up your website can protect your data in case of a cyber-attack or other security threat. You should also store your backups in a secure location.

There are several website security tools available that can help you protect your website from security threats. These include firewalls, malware scanners, and intrusion detection systems.

Train Your Staff: Educating your staff about website security threats and best practices can help prevent security breaches.

Ensure that your staff understands the importance of website security, and provide training on how to identify and avoid security threats.

It is essential to remain vigilant and stay up-to-date with the latest security threats and best practices to keep your website secure.

Implementing Effective SEO Strategies

Search Engine Optimisation (SEO) is the practice of improving the quantity and quality of traffic to a website through organic search engine results.

The goal of SEO is to make a website visible and rank high on search engine results pages (SERPs) for relevant keywords and phrases. SEO is important because it helps businesses to attract more traffic to their website, increase visibility, and improve brand recognition.

Best practices for implementing effective SEO strategies

  1. Conduct keyword research: Keyword research involves finding the words and phrases that people use to search for products and services in your niche. Use keyword research tools to identify relevant keywords and phrases to target in your content.
  2. Optimise website structure and content: Ensure that your website has a clear and logical structure that is easy to navigate. Include relevant keywords in your page titles, meta descriptions, and content. Use header tags (H1, H2, H3) to organise your content and make it easy for search engines and users to understand.
  3. Build high-quality backlinks: Backlinks are linked from other websites to your site. They are important because they indicate to search engines that your website is valuable and relevant. Build backlinks by creating high-quality content that other websites will want to link to.
  4. Use social media: Social media is an important tool for driving traffic to your website and improving SEO. Share your content on social media platforms, engage with your audience, and encourage social sharing.
  5. Monitor and analyse website performance: Use analytics tools to monitor your website’s performance, including traffic, bounce rates, and engagement. Use this data to identify areas for improvement and make data-driven decisions.

Tools for measuring website SEO Performance

Google Analytics

Google Analytics is a free tool that provides detailed insights into website traffic and user behaviour. Use it to monitor website performance, track conversions, and identify areas for improvement.

Google Search Console

Google Search Console is a free tool that helps you monitor and improve your website’s presence on Google search results. Use it to track website traffic, identify crawl errors, and monitor keyword performance.


SEMrush is a paid tool that provides comprehensive SEO analysis and insights. Use it to monitor website performance, conduct keyword research, and track backlinks.


Ahrefs is a paid tool that provides an in-depth analysis of website performance, backlinks, and keyword rankings. Use it to monitor website performance, identify link-building opportunities, and conduct competitor research.


Ubersuggest is a paid tool that provides a suite of SEO tools, including keyword research, link building, and website analysis. Use it to improve website performance, identify technical issues, and track keyword rankings.

Implementing effective SEO strategies is essential for improving website visibility and driving traffic.

Leveraging Social Media

Social media has become an integral part of online marketing and website success.

Social media platforms offer businesses a unique opportunity to engage with their audience, increase brand awareness, and drive traffic to their website.

By leveraging social media, businesses can reach a wider audience, build relationships with their customers, and ultimately drive more sales.

Best Practices for leveraging social media for website success

  1. Define your social media strategy: Before you start using social media to promote your website, define your social media strategy. Identify your target audience, goals, and metrics for success. Determine which platforms are most relevant to your business and develop a content strategy that aligns with your brand.
  2. Optimise your social media profiles: Ensure that your social media profiles are complete and optimised for search engines. Use relevant keywords and phrases in your profile descriptions, include a link to your website, and use high-quality images and videos.
  3. Create engaging content: Create content that resonates with your target audience and encourages social sharing. Use a mix of media, including images, videos, and infographics, to make your content more engaging.
  4. Engage with your audience: Social media is a two-way conversation. Engage with your audience by responding to comments and messages, and participating in relevant conversations.
  5. Use social media advertising: Social media advertising is a powerful tool for driving website traffic and increasing brand awareness. Use social media advertising to target specific audiences, promote your website, and drive conversions.

Tools for measuring social media performance

Google Analytics

Google Analytics provides insights into website traffic from social media. Use it to track the number of visitors, bounce rates, and conversions from social media.

Facebook Insights

Facebook Insights is a free tool that provides insights into the performance of your Facebook Page. Use it to track engagement, reach, and audience demographics.

Twitter Analytics

Twitter Analytics provides insights into the performance of your Twitter account. Use it to track engagement, follower growth, and top tweets.

Instagram Insights

Instagram Insights is a free tool that provides insights into the performance of your Instagram account. Use it to track engagement, follower growth, and audience demographics.


Hootsuite is a social media management tool that provides analytics and insights across multiple social media platforms. Use it to monitor social media performance, schedule posts, and engage with your audience.

By leveraging social media, businesses can increase brand awareness, drive website traffic, and engage with their audience.

To effectively leverage social media for website success, businesses should define their social media strategy, optimise their social media profiles, create engaging content, engage with their audience, and use social media advertising.

Use tools like Google Analytics, Facebook Insights, Twitter Analytics, Instagram Insights, and Hootsuite to measure social media performance and optimise your social media strategy.

Creating Quality Content

Creating quality content is essential for website success.

Quality content can help attract and retain website visitors, increase engagement, and improve search engine rankings. Quality content can also establish your brand as an authority in your industry, increase brand awareness, and drive conversions.

Best practices for creating quality content

  1. Identify your target audience: Before creating content, identify your target audience. Understand their needs, pain points, and interests, and create content that resonates with them.
  2. Use a mix of media: Use a mix of media, including images, videos, infographics, and written content, to make your content more engaging and appealing to a wider audience.
  3. Use relevant keywords: Use relevant keywords and phrases in your content to improve search engine rankings and attract organic traffic.
  4. Create original content: Creating original content that offers value to your audience can help establish your brand as an authority in your industry and differentiate your brand from your competitors.
  5. Focus on quality over quantity: Creating a few high-quality pieces of content is more effective than creating a large quantity of mediocre content. Focus on creating content that offers value to your audience and aligns with your brand.

Types of content that work well on websites

Blog posts

Blog posts are a popular type of content that works well on websites. Blog posts can help establish your brand as an authority in your industry, attract organic traffic, and provide value to your audience.


Videos are highly engaging types of content that work well on websites. Videos can help explain complex topics, showcase products or services, and increase engagement.


Infographics are a visual type of content that works well on websites. Infographics can help communicate complex information simply and engagingly.

Ebooks and whitepapers

Ebooks and whitepapers are longer-form pieces of content that work well on websites. Ebooks and whitepapers can help establish your brand as an authority in your industry, provide value to your audience, and generate leads.

Case studies

Case studies are a type of content that works well on websites. Case studies can help showcase your products or services, establish your brand as an authority, and provide social proof.

Creating quality content is essential for website success.

To create quality content, businesses should identify their target audience, use a mix of media, use relevant keywords, create original content, and focus on quality over quantity.

Types of content that work well on websites include blog posts, videos, infographics, ebooks and whitepapers, and case studies.

Using Analytics to Measure Website Performance

In today’s digital world, it’s essential to measure and analyse your website’s performance to identify areas for improvement and make data-driven decisions.

This is where website analytics comes in. It allows you to track and measure various aspects of your website’s performance, such as traffic, engagement, and conversion rates.

Analytics provides valuable insights into how your website is performing, allowing you to make data-driven decisions to improve your site’s effectiveness.

By analysing website traffic and user behaviour, you can gain a better understanding of your audience, identify trends, and adjust your website’s design and content to meet their needs.

Additionally, analytics can help you identify which marketing campaigns are driving traffic and conversions, allowing you to optimise your strategies for better results.

There are various types of website analytics available, and it’s important to understand the differences between them to choose the right tool for your business. The most commonly used types of website analytics include:

  1. Web traffic analytics: This type of analytics tracks website traffic and visitor behaviour, such as how long they spend on your site, which pages they visit, and where they come from.
  2. Conversion analytics: This type of analytics tracks specific actions taken by visitors on your site, such as filling out a contact form, making a purchase, or subscribing to a newsletter.
  3. Social media analytics: This type of analytics tracks engagement and performance metrics for social media platforms, allowing you to measure the effectiveness of your social media marketing efforts.
  4. SEO analytics: This type of analytics tracks how well your website is ranking on search engines, the keywords driving traffic to your site, and other search-related metrics.

Once you have a clear understanding of the type of analytics that’s most relevant to your business, you can start using best practices to measure your website’s performance effectively.

Before you start analysing website data, it’s essential to define your website’s goals. This could be anything from increasing website traffic to improving conversion rates.

Identify the key metrics that align with your website goals and track them regularly.

This could include metrics such as traffic sources, bounce rates, conversion rates, and time spent on site.

Data visualisation tools, such as charts and graphs, make it easier to understand and communicate website performance data to stakeholders.

Analysing website performance data over time allows you to identify trends and patterns, enabling you to adjust your website’s design and content to improve performance.

A/B testing allows you to test different versions of your website to see which one performs better. This can help you make data-driven decisions to optimise your site for better results.

Enhancing User Experience

User experience (UX) is crucial to the success of any website because it directly affects how visitors perceive the website and whether they will return in the future.

A good user experience ensures that visitors can easily find what they are looking for, navigate the website with ease, and engage with the content.

A bad user experience, on the other hand, can lead to frustration, confusion, and ultimately, a high bounce rate.

Best practices for enhancing user experience:

  1. Understand your audience: Before designing your website, it is essential to understand your target audience’s needs, preferences, and behaviours. This information can help you design a website that meets their expectations and provides a positive user experience.
  2. Design for simplicity: A simple, intuitive design can enhance the user experience by making it easy for visitors to find what they are looking for. Avoid cluttered designs, confusing navigation, and distracting elements that can detract from the user experience.
  3. Optimise for speed: Website speed is a critical factor in user experience. Slow-loading pages can frustrate visitors and cause them to abandon the website. Optimising images, minimising code, and using caching can all help improve website speed.
  4. Make it mobile-friendly: With the increasing use of mobile devices, it is essential to design websites that are optimised for mobile users. A mobile-friendly website ensures that visitors can access the website from any device and have a seamless user experience.
  5. Use clear calls-to-action: A clear call-to-action (CTA) can help guide visitors to the desired action, whether it is making a purchase, filling out a form, or subscribing to a newsletter. Make sure CTAs are visible, clear, and easy to understand.

Tools for measuring user experience:

  1. Heatmaps: Heatmaps show where visitors are clicking, scrolling, and spending their time on the website. This information can help identify areas of the website that may need improvement.
  2. User testing: User testing involves observing real users as they interact with the website and providing feedback on their experience. This feedback can help identify pain points and areas for improvement.
  3. Surveys: Surveys can provide valuable insights into visitors’ opinions and experiences with the website. They can help identify areas where visitors are having difficulty or where they would like to see improvements.

Overall, enhancing the user experience is a continuous process that requires ongoing analysis and improvement. By prioritising user experience and following best practices, website owners can create a positive experience for visitors and improve their website’s performance.

Testing and Iterating

Testing and iterating are essential for improving website performance, ensuring usability, and enhancing user experience.

Testing involves identifying areas of improvement, and iterating involves making changes to the website based on the results of the testing.

By implementing a testing and iteration process, website owners can identify and fix issues before they negatively impact the user experience and improve website performance over time.

Types of Testing

There are several types of testing that website owners can use to improve website performance, including:

  1. A/B testing: This involves creating two versions of a web page and comparing their performance to determine which version performs better.
  2. Usability testing: This involves testing the usability of a website by having users complete specific tasks and providing feedback on their experience.
  3. Performance testing: This involves testing the speed and performance of a website to identify and fix issues that may be slowing it down.
  4. Security testing: This involves testing the security of a website to identify vulnerabilities and potential security threats.

Best practices for testing and iterating

Identify what you want to achieve with the testing and iteration process. Goals may include improving website performance, increasing conversion rates, or enhancing user experience.

Determine which areas of the website need to be tested. For example, if the goal is to improve website performance, focus on testing page load times and optimising images.

Select the appropriate testing methods based on the testing areas identified.

For example, if the goal is to enhance user experience, usability testing may be the most appropriate testing method.

Use real users to test the website as they will provide more accurate feedback on the usability and functionality of the website.

Analyse the results of the testing to identify areas of improvement and make the necessary changes.

Make changes to the website based on the results of the testing and repeat the testing process to continuously improve website performance and user experience.

By following these best practices, website owners can create a testing and iteration process that leads to a high-performing website that delivers a great user experience.

Klub Clicks

Use SEO to turbo charge your business.

Hire our SEO Agency to see results.


Other Services

Manchester, UK

Apartment 25, Fusion 6
8 Middlewood Sreet,
Salford, M5 4LN

07394 887 895