When your website regularly generates sales and new leads, it’s working. However, that doesn’t mean it’s living up to its full potential.

When a website isn’t performing well, you’ll likely know about it. When your website isn’t maximising all opportunities, it won’t be so obvious. You’ll have to dig deeper to find the missing pieces.

We’re often asked about website success when redesigning websites for clients. Here’s what we know.

In this blog post, we’ll explore the six key indicators of a successful website. If your website ticks all the boxes, it’s likely performing as it should. If not, we’ll discuss what you can do to boost its performance and find more online success!

1. Continuous Growth in Leads and Sales

KPI: Upward trends month on month or year on year

When your website works, you should be getting calls, emails, bookings or sales regularly. But regular engagement isn’t the only sign of success. When your website is constantly performing well, you should see a growth in sales or leads.Most marketing strategies, like email campaigns or SEO, should grow your audience over time. If lead generation or sales remain at the same level for long periods, it can mean that something isn’t right with your website.

2. Regularly Updated Content

KPI: Content published at least once a month, copy reviewed at least once a quarter

Success in the digital world today relies on staying relevant. With an estimated 82% of live websites dormant across the globe, visitors to your site and search engines need to know that your business is still in operation.

Content refers to two main areas in this sense: your blog and the copy that sells your services or products (e.g. your homepage or service pages). Keeping these content areas current is important for different reasons.

  • Blog: Publishing new content on your blog is important for search engine optimisation. It can bring new traffic to your site. We recommend adding blog posts weekly or monthly.
  • Website copy: Ensuring your web copy accurately represents your brand/services/products is important. When your copy is effective, it leads visitors to engage with your business. We recommend scheduling time to review the general copy on your site at least once per quarter.

3. Ultra-Fast Loading Times

KPI: Loading speeds under two seconds or one second

Patience is an admirable trait, but few of us have it when it comes to the internet. Websites should load in no more than two seconds. Ideally, your site will load in even less than a second if you want to stand out from the crowd.

A fast website is one of the most important aspects of retaining visitors. When visitors can jump through your products or services without long buffering times, they’re more likely to spend time on your website.

If your bounce rate is high, we recommend checking your core web vitals to see what’s going on. A more proactive approach is to schedule time to perform a quick performance check at least once a quarter.

Source: Stephen Phillips / Unsplash

4. High Traffic / Traffic Growth

KPI: Consistently high traffic and/or traffic growth from previous months/years

Your website should have one of two things when it’s successful: consistently high traffic or continuous traffic growth. Visitors should be coming from search engines, social media and other marketing efforts (e.g. email campaigns). The more traffic you get, the more opportunities you have to sell to potential customers.

We recommend having an analytics tool in place (e.g. Google Analytics) to track how many visitors come to your website, where they visit from and which pages are performing best. When you compare the analytical data to previous years, you should clearly see growth if your website is performing well.

5. Excellent Reviews or Published Case Studies

KPI: Positive reviews/case studies from customers or visitors

Happy customers are a clear sign of website success. Your business should be getting great reviews when you’re doing something right. At the same time, you shouldn’t be getting complaints about your website or how difficult it is to use.

We recommend sharing positive reviews on your website to promote trust in your brand. If you’re a service-based business, proactively creating case studies and publishing these can help customers make the right buying decision.

6. Great User Experience

KPI: Low bounce rates, no customer complaints about website frustration

Intuitive designs and well-thought-out navigation are crucial for a website’s success. Your visitors should be able to quickly and easily find the information they need. This should be the case no matter which screen they’re using, whether it’s a PC, mobile, laptop or tablet.

We recommend investigating your bounce rates as an indicator of whether your website is performing as it should. Running a user feedback campaign to gain the views of visiting customers or conducting an audit can also be beneficial.


When your website doesn’t tick all these boxes, it’s worth a deeper look into what’s going on. Chances are, it isn’t the case that a website doesn’t work for your business. There may be something blocking your site from growing in success and reaching its full potential.

The design of your website is always important to consider when evaluating what needs to change. A strong design that’s suitable for your brand can bring clarity to the products or services, boost trust and promote a better user experience.

Learn more about the importance of web design and development in securing your website’s success. Or contact us for a chat about how our team can help maximise your website’s potential.

Frequently Asked Questions

What is the Key to a Successful Website?

True measures of success are different for every website. You need to understand your unique business goals to determine what success looks like for your brand. However, as a standard, every successful website should have fast loading times, an intuitive design, up-to-date content, high traffic, continuous growth and positive reviews.

What is the Most Important Factor in a Website?

A successful website must have good navigation and usability. The design should enable visitors to navigate information, services or products easily. Everything should work on the website as your visitors expect, with no broken links or misleading buttons.

What Determines the Success of a Website?

Determining the success of a website relies on knowing your goals and reviewing data against the performance of each goal. For example, if your goals are to generate more traffic from blog content, a measure of success is your analytics data showing a growth in traffic from blogs.