Special guest edition - what makes a good website?

Every now and then, it’s great to hear from a fresh voice and we’re excited to bring you something a little different. So, we’ve handed over to one of our colleagues to kick things off.
 

I’m Claire McDougall-Richards and as Digital Broker Marketing Manager,  I look after our Aviva Broker, Aviva Risk Management Solutions and Global, Corporate and Specialty Lines websites. I’ve learnt a lot about what makes a good website and here’s a few hints and tips I want to share with you. You’ll find even more on how to create a brilliant website on Broker Mentor .

What are the key ingredients to make your website stand out?

Creating a great website isn’t just about flashy design or clever animations. A truly effective website is one that’s clear, visually appealing, easy to use and accessible to everyone.

1. Clear and simple copy

Your words matter. Visitors should understand what your site is about within seconds. Use:

• Plain language: Avoid jargon and keep sentences short
• Headings and subheadings: Break up content so it’s easy to scan
• Calls to action (CTAs): Tell users what to do next - like “Contact us” or “Find out more”

Tip: Read your copy out loud. If it sounds natural, it’s probably good.
 

2. High-quality, properly licensed images

Images can make or break a website. They should:

• Support your message: Use visuals that reflect your brand and content
• Be high resolution: Blurry or pixelated images look unprofessional
• Have the right license: Only use images you own, have permission to use them in writing, or are royalty-free from an image supplier

Tip: Always double-check the license before uploading an image.
 

3. Less is more

Clutter confuses. A clean, minimal design helps your visitors focus on what matters. That means:

• Whitespace is your friend: Don’t cram everything onto one page
• Limit colours and fonts: Stick to a consistent style
• Only include essential elements: Every item on your site should serve a purpose

Tip: If you’re not sure whether to include a particular feature, leave it out.

4. Know what’s working (and what’s not)

A good website evolves. Use analytics tools to understand:

• Where your visitors are clicking
• How long they stay on each page
• Where they drop off

This data helps you improve your site based on real behaviour, not guesswork.
 

Tip: Set clear goals for your website and track them.
 

5. Make it accessible to everyone

Accessibility isn’t optional, it’s essential. Your site should work for people with:

• Visual impairments: such as alt text for images, good contrast
• Hearing impairments: such as captions and transcripts for videos
• Motor difficulties: such as supporting keyboard navigation
• Cognitive challenges: such as keeping layouts simple

There are tools available online where you can test the accessibility of your website.

Tip: If your site isn’t usable by everyone, it’s not truly complete.
 

A good website is more than it just looking good, it’s clear, functional, inclusive and user-focused. By keeping your content simple, using the right images, minimising clutter, tracking performance and ensuring accessibility, you’ll create a site that not only looks great but works well too.

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