10 Principles of Good Website Design

May 30, 2024

From clicks to customers: A guide to designing websites that drive results

As the first point of contact between a business and its potential customers, a well-designed website not only attracts visitors but also engages them, builds trust, and ultimately drives conversions. But designing a website is so much more than just aesthetics; the fundamental principles of good website design are a must.

In this article, we’ll explore the 10 essential principles that form the foundation of exceptional website design, which when applied, can transform a website into a powerful tool for growth and success. From prioritising user-centred design to ensuring responsiveness and accessibility, each principle plays a crucial role in shaping the entire user experience.

Get ready to take your website to the next level and leave a lasting impression on your audience – read on to find out more… 

What are the principles of good website design?

Good website design involves several key principles that ensure a site is user-friendly, visually appealing, and effective at achieving its goals. Below, we outline some of the most important website design best practices:

Principle 1: User-Centred Design

At the heart of good website design lies the principle of user-centred design. A website should be designed with the end user in mind, considering their needs, preferences, and behaviours. This process involves understanding the target audience and creating a design that caters specifically to them. 

User-centred website design goes beyond initial aesthetics; it focuses on creating a seamless and enjoyable experience that enables users to access the information they need and complete tasks (such as purchases) efficiently and effectively. By putting the user at the centre of the design process, a website can encourage engagement, build trust, and ultimately drive conversions.

Principle 2: Simplicity

In the world of website design, simplicity is a powerful principle that can greatly enhance the user experience. A clean, uncluttered design allows users to focus on the essential content and functionality without being overwhelmed by unnecessary elements that can distract from the main content and purpose of the site.

By streamlining the layout, using ample whitespace, and minimising visual clutter, a website can become easier to use. This extends to simple and straightforward navigation so that users can intuitively find their way around a website without getting lost or confused. 

In a world where attention spans are short and people are easily distracted, a simple yet attractive design can make all the difference in capturing a user’s interest and imagination. 

Principle 3: Visual Hierarchy

Visual hierarchy is a fundamental principle of good website design that guides users and helps them navigate the site effectively. By strategically using design elements such as size, colour, contrast, and placement, a clear visual hierarchy can be created that puts emphasis on the most important content and calls to action. 

The principle of visual hierarchy is rooted in the understanding that users tend to view websites in a predictable pattern. By placing key information and interactive elements along these natural eye-tracking paths, users quickly find what they’re looking for. Effective use of visual hierarchy also helps establish a sense of order and priority, making it easier for users to understand the importance of different pieces of content. 

Whether it’s through the use of bold headlines, prominent images, or contrasting buttons, visual hierarchy guides users through the website in a logical and intuitive manner, ultimately enhancing the overall user experience.

Principle 4: Consistency

Consistency is a key principle of good website design that ensures a cohesive and predictable user experience. As they say, consistency is key! This is because a consistent website means a user can navigate a site without having to relearn new patterns or layouts on each page.   

Consistency applies to various aspects of the design, including the use of colours, typography, iconography, and layout elements. Establishing a clear visual identity and adhering to it across the site reinforces the brand’s personality and creates a sense of familiarity and trust with users. 

Ultimately, it’s all about building a strong and memorable brand identity and improving usability to establish loyalty with customers. 

Principle 5: Responsiveness

In today’s mobile-driven digital landscape, responsiveness has become a non-negotiable principle of good website design. So what do we mean by responsive? Well, a responsive website seamlessly adapts its layout and content to fit various screen sizes and devices, providing an optimal viewing experience for users whether they are viewing a website on a desktop, laptop, tablet, or smartphone. 

This important process eliminates the need for users to zoom in or out, scroll horizontally, or struggle with poorly sized content. Responsive design not only enhances usability but also improves accessibility, as it makes the website accessible to a wider range of users, including those with different devices or browsing preferences. 

Principle 6: Fast Loading Speed

In the fast-paced digital world we live in, website users expect instant results. Fast loading speed time is a critical principle of good website design and has a significant impact on user engagement, conversion rates, and search engine rankings. 

To support this, studies have shown that users tend to abandon websites that take more than a few seconds to load, leading to lost opportunities and potential revenue. To ensure faster loading of websites, various aspects must be minimised, including image compression, code minification, browser caching, and server response times.

Principle 7: Clear Navigation

Clear navigation is a crucial principle of good website design that ensures users can easily find the information they need and move through the site effortlessly. A well-designed navigation system helps users understand the website’s structure, hierarchy, and available options, reducing confusion and frustration. 

A website’s navigation menu should be prominently placed (which is why it is usually found at the top or left side of the page) and remain accessible throughout the site. Using descriptive and concise labels, rather than generic or ambiguous terms, helps users quickly identify the content they seek. Dropdown menus or mega menus can be included to accommodate larger content hierarchies while keeping the main navigation uncluttered. 

Principle 8: Engaging Content

Engaging content is a vital principle of good website design that keeps users interested, informed, and motivated to explore the site further. Content really is king, so it must be made compelling to the reader and have absolute relevance – this means no waffling!

Effective use of typography (such as appropriate font choices, sizes, and spacing) can greatly improve readability and make the content more inviting to users. Breaking up text into smaller, easily digestible chunks, using headings, subheadings, bullet points, and images, can help users scan and understand the content quickly. 

Let’s not forget the impact of incorporating multimedia elements, such as videos, animations, or interactive infographics, which can add visual interest and engagement, making complex information more accessible and memorable.

Principle 9: Call-to-Actions (CTAs)

Call-to-actions (CTAs) are essential elements in good website design that guide users towards taking desired actions, whether it’s making a purchase, subscribing to a newsletter, or contacting the business. Well-designed CTAs are prominent, clear, and strategically placed throughout the website to maximise their effectiveness. 

They should stand out visually, using contrasting colours, bold typography, and ample whitespace to draw users’ attention. The language used in CTAs should be action-oriented, concise, and compelling, communicating the benefits of taking the desired action. For example, instead of generic phrases like “Click Here,” CTAs should use specific and persuasive language like “Sign Up for Exclusive Offers” or “Download Your Free Guide Now.” 

Principle 10: Mobile-First Design

Mobile-first design is a principle we live by here at 67 Degrees as adopting a mobile-first design approach is a fundamental principle of good website design. This principle involves prioritising the design and development of a website for mobile devices before progressively enhancing it for larger screens (such as desktops and laptops). 

This approach acknowledges the fact that a significant portion of website traffic comes from mobile devices and ensures that the mobile user experience is not an afterthought. By starting with the constraints of smaller screens and limited bandwidth, designers like ours are forced to focus on the essential content and functionality, eliminating unnecessary elements and creating a streamlined and efficient user experience. 

Mobile-first design influences the overall layout, navigation, and content hierarchy, ensuring that the most critical information and actions are easily accessible on mobile devices.

What are the four C’s of website design?

The website design process is based on what we call ‘the four C’s’ – these are Content, Consistency, Creativity, and Conversion. Below, we’ve listed the key bullet points for each ‘C’ in relation to the principles of good website design: 


  • Ensure the website has clear, relevant, and engaging content that aligns with the goals and target audience.
  • Organise content in a logical and user-friendly manner.
  • Use headings, subheadings, and bullet points to make content digestible and easy to read.
  • Optimise content to improve visibility and rankings on Google (incorporating standard SEO practices).
  • Regularly update and refresh content to keep it current and relevant to users.


  • Maintain a consistent visual design throughout the website, including colour scheme, typography, and layout elements.
  • Use consistent navigation and menu structures to make it easy for users to find what they’re looking for.
  • Ensure branding is consistent across all pages and elements, reinforcing the brand identity.


  • Incorporate unique and creative design elements to make the website stand out and engage users.
  • Use visually appealing graphics, images, and videos to enhance the user experience.
  • Implement creative interactions and animations to add interest and interactivity.
  • Balance creativity with usability to ensure the website remains functional and user-friendly.


  • Design the website with a clear focus on achieving the desired user actions or conversions.
  • Use prominent and compelling calls-to-action (CTAs) to guide users toward specific goals.
  • Optimise landing pages and forms to maximise conversion rates.
  • Make it easy for users to complete desired actions, such as making a purchase or filling out a contact form.
  • Monitor and analyse conversion metrics to identify areas for improvement.

How is a website designed?

While we consider our dev team to be the magicians of code, there is a process to building and designing a website which is broken down into four main stages:    

Stage 1: Discovery and Planning

  • Define the goals, objectives, and target audience of the website.
  • Gather requirements and create a project brief.
  • Conduct market research and competitor analysis.
  • Establish the project timeline, budget, and resources needed.

Stage 2: Design

  • Create a sitemap and information architecture.
  • Develop wireframes and prototypes to visualise the layout and functionality.
  • Design the visual elements, including colour scheme, typography, and imagery.
  • Create high-fidelity mockups of key pages.
  • Ensure the design is responsive and optimised for different devices.

Stage 3: Development

  • Set up the development environment and choose the appropriate technologies.
  • Implement the design using HTML, CSS, and JavaScript.
  • Integrate any necessary back-end functionality, such as databases or APIs.
  • Perform thorough testing and debugging to ensure cross-browser compatibility and responsiveness.
  • Optimise the website’s performance, including page load times and server response times.

Stage 4: Launch and Maintenance

  • Deploy the website to a live server.
  • Perform final testing to ensure functionality across different devices and browsers.
  • Set up analytics and tracking tools to monitor website performance and user behaviour.
  • Establish a maintenance plan for ongoing updates, security patches, and feature enhancements.
  • Gather user feedback and make improvements based on data and insights.

Award-winning automotive websites

As a website design and marketing agency that specialises in creating award-winning automotive websites for car dealer customers, here at 67 Degrees, we deliver cutting-edge websites that elevate the online presence of dealerships.  

Our team of skilled designers, developers, and marketers work closely with each client to understand their unique brand identity, target audience, and business goals. By combining stunning visuals, intuitive navigation, and powerful functionality, we create websites that not only captivate potential car buyers but also streamline the car-buying process. 

From immersive vehicle galleries and interactive search tools to seamless integration with inventory management systems, our websites are designed to drive engagement, generate leads, and ultimately boost sales for car dealers. Get in touch to find out more.

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