What makes a good Website?

Above all else, a Web site should make easily accessible the information and other resources that users want. Jakob Nielsen, who has been called one of the Web's 10 most influential people, believes that users are extremely goal-driven on the internet and return to websites which allow them to do what they want to do as quickly as possible. According to Nielsen, users return to Web sites that have the following four characteristics:

1. They offer high quality content.
2. They are updated frequently.
3. They require minimal download time.
4. They are easy to use.

The quality of the content and how often this content is updated is usually the responsibility of the business or organization with which the site is associated. The Web team is responsible for ensuring that download time is kept to a minimum and that the site is easy to use. Download time will depend on the number of images and the size of the Web pages, as well as on the technology running the site. Although ease of use is affected in part by the technology, the degree to which the site is easy to use will be based on the navigational and architectural structure of the site and on the appropriateness of the signs and metaphors used. If the visual elements are confusing, users will misuse them and feel frustrated, or even decide to stop coming to the site.

Jakob Nielsen's four characteristics: high-quality content, frequent updates, minimal download time, and ease of use still hold significant relevance in 2025, though their interpretation has evolved with technology and user expectations. Let’s evaluate each:

1. High-Quality Content: This remains critical. Users return to websites offering valuable, relevant, and trustworthy information—whether text, visuals, or interactive elements. With the rise of AI-generated content, users increasingly prioritize authenticity and depth, as seen in platforms like X where insightful posts drive engagement. Quality now also includes personalization, ensuring content aligns with individual needs.
2. Frequent Updates: Regular updates are still important to keep content fresh and relevant, especially for dynamic fields like news or tech. However, the expectation has shifted slightly, since users value meaningful updates over arbitrary refreshes.
   For example, evergreen content with occasional enhancements can retain users as effectively as daily posts, provided it remains useful.
3. Minimal Download Time: Speed is more crucial than ever. With global mobile usage soaring (over 60% of web traffic in 2024), users expect near-instant load times. Google’s Core Web Vitals (e.g., Largest Contentful Paint under 2.5 seconds) underscore this, penalizing slow sites in rankings. Modern tech like 5G and optimized CDNs makes this achievable, but bloated scripts or unoptimized media can still deter users.
4. Ease of Use: Usability remains a cornerstone. Intuitive navigation, clear information architecture, and responsive design are non-negotiable, especially as users interact across devices. Accessibility also plays a bigger role today, with guidelines like WCAG 2.2 ensuring inclusivity. Frictionless experiences—think one-tap navigation or voice search—drive retention in a competitive digital landscape.

Nielsen with 4 characteristics still hold true with nuances.
Nielsen's principles align with modern UX priorities, though "minimal download time" now extends to performance optimization across devices, and "ease of use" encompasses accessibility and cross-platform fluidity. Frequent updates matter less for static or niche sites if content quality is exceptional. Data from 2024 shows 88% of users won’t return to a site after a bad experience (e.g., slow load or poor navigation), reinforcing these principles. Meanwhile, X posts highlight user frustration with clunky interfaces or outdated info, echoing Nielsen’s insights in real-time. The core idea persists: users return when their needs are met efficiently and delightfully.

Your homepage must immediately convey where users are, what your organization does, and what actions users can take. If users can’t answer these questions within the first few seconds, they’re likely to bounce. In 2025's fast-paced digital landscape, clarity isn't optional—it's critical.
The central question users ask is: "What is the purpose of this site?
If your homepage doesn’t answer that clearly, users won’t explore further. ### Prioritize Brand Identity and Core Actions Your homepage should balance branding with user-driven functionality. It must stand out visually and be recognizable no matter where users arrive from within your site.

• Display your company name and logo in a visible and consistent location—typically the top-left corner for left-to-right languages. It doesn’t need to dominate the layout, but it should be more prominent than adjacent elements to naturally draw the eye.
• Include a concise and meaningful tag line that defines what your company or site offers. Avoid vague slogans. For example:
  • ✅ Good: “Fast, secure cloud backups for small teams.”
  • ❌ Not helpful: “Empowering a better tomorrow.”

Tag lines should emphasize unique value and help differentiate your offering. If your business operates multiple products or services, use the main homepage to define the company’s mission, while product or service subsites should include tag lines that clarify their specific roles.
Lead with User Priorities, Not Internal Goals
Users come to your homepage with tasks in mind. Identify the top 1–4 tasks your users care about most and make these tasks easy to find and complete. Place them in a high-visibility area, such as the center-top or upper-middle of the screen, without surrounding them with visual clutter.
For example:

• A financial news portal should prioritize access to real-time market data, headlines, and quote lookups.
• An e-commerce store should make product discovery, current promotions, and shopping cart access immediately obvious.

The real challenge and the key to success is determining what your users consider high-priority. The best way to do this in 2025 remains the same a s in past years: direct user research. Observe how people interact with your site in their real-world environment before designing the homepage.
Key Takeaways for a 2025 Homepage

• Communicate purpose, value, and available actions within seconds.
• Display logo and brand identity clearly but without overwhelming the layout.
• Use specific, value-driven tag lines to clarify what sets you apart.
• Highlight core user tasks—not everything—by giving them space and prominence.
• Rely on user research to guide all homepage decisions.

In short, design your homepage from the user’s point of view, not from internal assumptions. That’s how you create a homepage that works in 2025.
In the next lesson you will learn how to evaluate the signs and metaphors of a Web site.