How to Build a Website That Sells: Practical Lessons for New Business Owners

At Diversido, we’ve been through this change ourselves. Over the years, we’ve rebuilt our website several times — first moving from WordPress to Squarespace, and then to Webflow. It wasn’t just that the tools changed, but that our goals, audience, and brand grew. That’s the first step for any new business: get clear on what your website needs to do before starting design or building.

So if you’re building your first website (or rebuilding one that isn’t quite working), here’s what we’ve learned — and what we always tell our clients.

Start With the Purpose, Not the Platform

It’s tempting to dive straight into colours and CMS comparisons. But first, pause. What is the main purpose of your website?

Sell products? Book consultations? Become known in your field? The way your site is set up, what it says, and what it can do all depend on this choice. Your homepage isn’t just there to look nice. It needs to guide, convince, and encourage people to take action. A visitor should know exactly where they are, what you do, and what they’re supposed to do next.

This is the difference between a website that just looks good and a website that converts.

Pick the Platform That Works For You

There is no single best tool, just the one that fits your needs and skills. We started with WordPress, which is flexible but can be tricky. Then we switched to Squarespace because it looks good and is fast. Later, when we wanted more control and options, we moved to Webflow and have been happy with it.

Each time we switched, it was because we needed something new. The truth is, picking a platform is not just about what it can do. It is about how easy it is for you or your team to keep it working. A website only works well if you keep it updated, check it regularly, and maintain it.

Put People First: Design for Humans, Not Just Algorithms

One of the most overlooked truths about online business is this: if people don’t understand what you do and how you help them, they’ll leave quickly.

So when we talk about best practices for designing a website that drives sales, we’re not just talking about SEO tactics or heatmaps. We are talking about storytelling, structure and flow.

Who’s visiting your site? What are they worried about? What do they need to see, read, or feel to believe you’re the right choice?

Answer those questions honestly, and you’re halfway to a site that works.

Keywords Still Matter, But Only When Used Properly

If your website is your business’s front door, keywords are the sign above it. They help people find you, but they won’t keep anyone inside.

Yes, it is still important to know what your audience is looking for. Use what you learn to shape your content, from headlines to main messages, but do not cram in keywords just to have them. Focus on what sounds natural and is helpful to your audience.

And remember: content that’s useful and engaging constantly ranks better than content that’s just ‘optimised’.

Fresh Content Builds Trust and Authority

Google likes fresh content. But so do people. Updating your blog, adding new case studies, or even rewriting your service pages sends a message: we’re active, we’re evolving, we care about what we do.

You don’t need to publish weekly, but a site that hasn’t changed in two years can quietly erode confidence, especially in industries like tech or health.

Don’t Let UX Break the Deal

You’ve got 3 to 5 seconds to make a first impression. If your menu is confusing, the site loads slowly, or buttons do not work, you’ve lost people. No amount of branding can fix that.

User experience is what makes every visit to your website go smoothly. Whether someone is on a phone, tablet, or computer, your site should be easy to use and make sense.

Ask yourself: if you didn’t know this business, would you trust it? Would you click again?

You Don’t Have to Do Everything Yourself — and That’s a Strength

Many founders set out to build their first website entirely on their own. Modern tools make the process more accessible, but there comes a point when doing it yourself may hold you back.

Bringing in the right support, whether that’s a freelance designer, a developer, or a team like Diversido, can elevate your website from average to exceptional. It impacts not only the visual appeal but also how smoothly your site functions, how it scales with your business, and how effectively it helps you achieve your goals.

Final Thoughts: Your Website Is Never Finished

There’s no perfect formula for building a website that sells. But there are questions worth asking, and decisions worth getting right early on.

Think like your client.

Plan for growth.

And never treat your website like a one-off project. It’s a living part of your business.

At Diversido, we’ve helped dozens of startups and growing companies create user-first, SEO-friendly websites - not just portfolios, but platforms that deliver results.

If you're starting this journey or are already midway and unsure where to turn next, we’re happy to share what we’ve learned and help build a site that truly works for you.

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FAQ

1. What are the best practices for designing a website that drives sales?

Focus on clear CTAs, fast loading speeds, mobile responsiveness, intuitive navigation, and content that speaks directly to your target audience’s needs and objections.

2. What are the key elements to consider when building a website for selling?

Key elements include persuasive messaging, an easy-to-use structure, trust signals (such as reviews or certifications), seamless checkout or enquiry forms, and well-designed product or service pages.

3. How can I personalise the shopping experience on my website to increase sales?

Use behavioural data to offer personalised product recommendations, targeted messages, dynamic content based on location, and retargeting tools to reconnect with visitors.

4. How do I create a seamless checkout process for maximising conversions?

Simplify the checkout to as few steps as possible, offer multiple payment methods, avoid mandatory registration, display trust seals, and optimise for mobile devices.

5. What role does SEO play in driving traffic to a website that sells?

SEO helps your ideal clients find you through search engines. Optimised content, structured metadata, fast performance, and keyword-targeted pages all improve visibility and click-through rates.

6. How can I optimise my website for conversions?

Test elements like headlines, CTAs, and layout. Use heatmaps, analytics, and A/B testing tools to understand user behaviour and continually refine the user journey.