Anatomy of a good website - Mornington Peninsula Marketing
The high cost of being Cheap
December 20, 2015
The 5 Steps You Must Do to Win at SEO
February 22, 2016

Anatomy of a good website

Do you have a good website?  Not sure? Having a well structured website is essential in 2016.  Here are a few things that will help your website rank better, get found more easily, get liked by Google and make you stand out from your opposition. So you need to consider the anatomy of your website, and see how you can improve it.


1. Unique Selling Proposition (USP)

What is it about your business that gives it a unique appeal to those in your target market?

mp marketing usp

GoodnessMe don’t just have a simple philosophy. They also have a very simple USP that is articulated in only a few words.

Some guidelines here:

  • The USP should be something unique about your business that appeals to the inner desires of your target market. The import here is that is appeals. Just being unique isn’t enough.
  • Ideally it can be expressed in a handful of words.
  • It’s supported by proof in the design and copy of your site.

2. Copy

Sales copy that re-enforces the USP and encourages people in your target market to take action.

mp marketing copy

Schedule Once contains strong copy that appeals to the potential customers and reduces risk to encourage people to sign up for a trial.

Here are some key considerations to do with onsite sales copy:

  • Headlines that grab attention, intrigue the target customer and encourage them to read on
  • Clear definition of the problem
  • Clearly define the target customer (even in the headline or subheading if you can)
  • Clear presentation of the solution (as much detail as you can about what it is, what it does, how it solves the problem)
  • Evidence of proof that your solution solves the problem (testimonials, social proof, logos etc – anything adding credibility)
  • Clear call to take action
  • Reverse risk and address any objections.

3. Design

Have a modern, simple clear design that looks professional and enables visitors to focus on the content and calls to action.

Best practice example

At around 50,000 employees Apple are hardly a small business but they sure do know how to focus attention on their products with simple design.

At around 50,000 employees Apple are hardly a small business but they sure do know how to focus attention on their products with simple design.

Worst practice example

mp marketing bad design 1

Word practice example: Text is centered in articles. Seriously. There have been billions of research studies showing that centered text is the hardest way to read text. Why are they centering the text? Show me a Fortune 200,000 company who uses justified text. Why not? Because people won’t take you seriously.

Worst practice example 2

mp marketing bad design 2

People’s attention shouldn’t be drawn to the background.

Here are some considerations for a small business website:

  • Make sure your theme is clean, professional and simple – strong colours or shapes should be reserved for focus points not outlying design
  • Support text with relevant, consistent and professional graphics (limit stock photos – if you can avoid them altogether do so)
  • Break content up using visuals, dot points, ample paragraph spacing etc
  • Don’t clutter the page / limit options
  • Clear calls to action with size, shape and colour used to differentiate from the rest of the page
  • 1 page 1 purpose, don’t try to achieve too many things on any given page
  • Establish a visual hierarchy – make it natural for someone to read through the page and arrive at the goal of the page
  • Make it legible (contrast against background, font size etc)
  • Make sure elements are aligned – small imperfections in alignment can hurt a design
  • Make sure colours are coordinated and consistent and strong colours aren’t overused
  • Generally bevels, drop shadows etc look dated unless you are working with a great designer. Simpler flatter designs are easier to make look professional in most cases.
  • Make sure all elements are consistent (style, colour, size etc)

4. Conversion Optimization

Each page is clearly designed around an obvious and appealing goal.

*Note conversion tips may vary depending on the goal. Here we will assume the goal is to complete a contact form or signup for a product.

MailChimp, beautiful design, large call to action button that stands out visually.

MailChimp, beautiful design, large call to action button that stands out visually. To sign up for free, Click here

Here are some conversion tips for various aspects of a web page. You can see these in action in most of the examples provided here.

Overall theme

  • Attractive and simple overall theme
  • 1 page 1 goal
  • Limited clutter
  • Opt-in stands out in colour and depth or in some other way
  • Visual cues towards opt in
  • Proof of benefits provided if possible

Top pages

  • Make sure your top pages are optimized for email optin (check Analytics for top pages)
  • Homepage (obviously)
  • Blog homepage is often a highly trafficked page
  • About page is often a popular page if the link appears in the top menu
  • Product pages might be the final destination before conversion so these obviously need to be optimized for conversion.

Value proposition

I mentioned above about having a clear unique selling proposition (USP). Now make sure that is turned into a clear reason to take action right now (i.e. sign up or contact you).

  • The benefits of taking action should be relevant to your target audience
  • The value should be clear
  • The steps for taking action should be simple and clear
  • The value should be backed up by some sort of proof (logos, testimonials, images etc)
  • If there can be some sort of scarcity or urgency this will increase conversion


How are you attracting people to your conversion point?

  • Benefit driven (don’t say ‘contact us’ say ‘improve your x today’)
  • Data filled (if practical)
  • Social proof (if practical)
  • Who is it for (if practical)
  • Grabs attention

Dot points or supporting copy

Depending on the conversion goal, this copy might be in the optin location or on the conversion page (i.e contact page or sales page).


Crazy Egg take the approach of specifically listing out reasons why it’s a risk free option to try their software

Here are some guidelines for supporting copy

  • Specifically what the benefits / features are
  • Who it’s for if not specified in the headline
  • Social proof (if practical)
  • Logos / security / memberships / clients / risk reduction (if practical)
  • Deal with objections if possible – i.e. Add message ‘100% privacy – no spam guaranteed’ with a padlock

Conversion images

  • Professional quality
  • Images that add credibility
  • People can work but generally cheesy stock photos don’t
  • Don’t take focus away from the conversion point if possible

Conversion call to action button

Crazy Egg: Simple, benefit filled button - supporting text to reduce risk.

Crazy Egg: Simple, benefit filled button – supporting text to reduce risk.

  • Button stands out in colour
  • Looks like a button
  • Text is benefit filled (if possible) and action-oriented

Conversion locations

Where on your site are you going to aim to get people to your conversion pages? Here are a few options worth considering.

  • Homepage (of course)
  • Sidebar of every page (assuming it doesn’t conflict with another goal of the page)
  • Blog pages (If you have a blog consider the blog homepage, scroll box, hello bar and post signature locations)
  • Pop up (aggressive but effective)

Landing pages

Dedicated landing pages will convert visitors much higher than normal pages within the standard theme. These are particularly effective for email optin.

Best Practice: MindValley Hispano: Courtesy of the Marketing Show this template converts exceptionally well.

Best Practice: MindValley Hispano: Courtesy of the Marketing Show this template converts exceptionally well.

5. Technology

Make sure the technology behind the site is up to what is required of a modern website. This can make a good website, a great website.

  • CMS – Make sure your site is built on a modern, full featured CMS so you can maintain a regularly updated site yourself.
  • Hosting – Make sure your site loads quickly and has good uptime.
  • Backups – Make sure your site is regularly backed up and can be restored quickly.
  • Compatibility – Make sure your site looks good in all major browsers
  • Responsive design – Make sure your design looks great on smaller devices.

6. Content

Content is the future of traffic and SEO and it’s also a big driver of leads and conversions. Here are some guidelines for producing excellent onsite content.


Kiss Metrics have an amazing blog with epic posts added every day. It is responsible for 70% of their leads.

Here are some guidelines for creating exceptional content.

  • Make sure you have a blog or some way of publishing useful content for your audience.
  • Make sure you are regularly producing quality content. This improves your search engine performance and also shows your expertise.
  • Content shouldn’t be all about you. Great content should be about the reader. Case studies are useful but make sure it’s for the benefit of the reader and focus on how they can apply your results.
  • General content like ‘what is social media’ isn’t that actionable for people. Make sure your content is specific.
  • Put yourself in your customers shoes, work out what their problems are and solve them with your content.
  • If your prospects regularly ask you ‘how much does a pool cost’ then write a post about how much a pool costs.
  • People love openness and honesty, the more you can reveal the better.
  • Try to stay away from making content too technical. If it’s interesting to you it doesn’t mean it’s interesting to your customers.
  • Generic content turns people off. Have a viewpoint and some personality.
  • Plain text content is being replaced by graphic-heavy content (such as related images, audio, video, interactive elements etc).
  • This type of content generally works best particularly for search engines, so make your content in general long and detailed.
  • Make sure your content serves to build desire among your target audience. This will turn your content into a lead generation activity.
  • If you want to become a thought leader in your space, introduce new ideas that people (in your industry) haven’t come across before.

7. Personalization

People want to do business with other people, make sure your website reflects that. Most good websites make it personal.  Show some photos of you.

Awesome use of personalization from 37 Signals.

Awesome use of personalization from 37 Signals.

Here are some guidelines for introducing personalization into your website.

  • Use people images, ideally real people not stock photos.
  • Make sure you include social media elements to show you are a real business that real people love.
  • Make sure your content is written by real employees with real author boxes under each post.
  • Include proof that you have real customers that love your business.
  • The owner of the business often drives the business, make sure their presence is prevalent on the site.
  • Make sure you have a great about page with pictures and a great story about the business and it’s people.
  • Make sure your contact page is personable and mentions real people or real teams.
  • Having a clear physical address on your about / contact pages or even in your site footer can help with personalization and proof.

8. Important information

An easy way to kill an otherwise great small business website is to fail to include the most important information. Here are some examples but the important information may be different depending on the business.

  • Phone – Include your phone number on your contact page if not every page (depending on your business and call to action). If your business heavily relies on phone leads then the top right is the best place.
  • Email – Check that your email address or contact form is easy to find (and it works and it’s monitored). Most small business leads go with the first responder.
  • Address – Show a physical address. This gives proof that you are legitimate and adds to credibility.
  • Products – Make sure your main products and services are well represented on your site.
  • Customers – People in your target market will relate to people like them so make sure your customers are prevalent.

9. SEO

There is a lot of information out there about SEO but the fundamentals have remained more or less unchanged for quite a while. Here are some basic guidelines.

If your site looks like this. Good luck to you.

If your site looks like this. Good luck to you.

Here are a few basic SEO inclusions.

  • Clean coding – Making sure it’s coded with clean HTML / CSS
  • Tags – Make sure your site is using the right tags in the right places (for example your post titles are H1 tags)
  • URLs – When someone visits your ‘product-x’ page the address is ‘’
  • Titles – Making sure your site automatically create page titles / descriptions etc based on the content created on the current page
  • Sharability – Make sure any content on your site can be easily shared (i.e. sharing widgets on your blog posts)
  • Authorship – If you have a blog make sure you are using Google Authorship so when people search in Google and find your post, your face (or that of your staff) is shown.

10. Analytics

Google Analytics has become the standard in web analytics.

Google Analytics has become the standard in web analytics.

Base minimum analytics setup:

  • Google Analytics – Standard Google Analytics header code added
  • Goals configured – Tracking of conversion goals established
  • Reporting – System in place to enable the business owner to see how their website is performing