7 key elements that every modern website must have

With the constant growth of digitalization in society, a key aspect of any online presence is the quality of website development. Nowadays, a modern website does not only imply a well-done design, but also functionality, site speed, UX, SEO optimization, etc. Modern website features are the foundation of a successful online presence, as it helps in the development of the brand. Below are the top 7 site features, which must be included for a high-converting site for each brand.

• 1. Structure of the website

  Website structure, or architecture, is the organizational design of your website's pages. Structure involves categorizing content into a schedule that is understandable, accessible, and predictable, and is the process of guiding users through the site, organizing and comparing all relevant content in a clear, and intuitive (IA) way. Navigation should be intuitive, which means that the navigation acts as a guide that helps users easily access the various buttons and features on your site. Think of your navigation menu as a map, if it's not well structured, people get lost and leave your site.

• 2. Page speed optimization

  Page load speed is the time it takes for a website to fully display its content. The speed of the site is of utmost importance. A website that loads in less than 3 seconds is the key to retaining user interest. Pages that load poorly and display slowly can be frustrating for many users, often forcing them to leave the site. Site speed is a key factor in SEO rankings, which determines how high a site ranks in search engine results pages. There is a wide variety of techniques for improving site speed, some of which are image compression, minimized code, and efficient server response time to ensure faster site loading.

• 3. Responsive web design

  Websites that easily adapt to different screen sizes, from large desktop monitors to smart devices, are now the go-to for every brand. Instead of creating separate versions for each device, responsive design ensures that a single website functions properly across all formats, maintaining performance, usability, and visual consistency. Responsive design uses flexible networks, media queries, and scalable content to ensure that the site looks and works on all types of devices. A customizable website improves SEO, improves usability, and ensures the future of your design on different screen sizes.

• 4. SEO Optimized Content

  SEO stands for Search Engine Optimization, which helps search engines understand your website's content and connect it with users, providing relevant results based on their search queries. It helps and improves the visibility of your website on search engines such as Google and others. The better your site's visibility in search results, the more likely it is that it will find and visit you. Some of the most important steps in SEO optimization are:

  • Start with keyword research - These are terms that your ideal website visitors are likely to type into Google or other search engines, and each page on your site should target a different group of keywords so that they don't compete with each other.

  • Place your keywords - In addition to being naturally embedded in the content of your text, you should place keywords in specific places on the page to let Google point out what you want to rank for.

  • Optimize Your Headlines - Every page on your site has two headings. The title tag is the title that appears on the search results page and is the most influential place where you can place the keyword. The H1 tag is the title that appears on the page and is the most influential place to place keywords.

  • Optimize Your Meta Descriptions - A meta description is a description that appears in the SERP under the title tag. Google doesn't always display the one you've listed in the SERP, often setting up its own based on the query, but it's still important to optimize for SEO. The search engine reads this description when it searches the page to understand what the page is about.

• 5. Site Security (SSL Certificate)

  Security is one of the most important and often neglected elements of a modern website. An SSL (Secure Sockets Layer) certificate allows communication between your website and your visitor to be encrypted and secure. When a site uses the HTTPS protocol (instead of HTTP), all data that users enter — such as forms, passwords, or personal information — remains protected from misuse. In addition to protection, HTTPS instills confidence in users. Visitors immediately recognize that the site is secure thanks to the padlock icon in the address bar, which increases their willingness to interact or make a purchase. Google also prioritizes safe sites in search results. In other words, having an SSL certificate not only protects your users, but also directly affects your site's SEO rankings and visibility. If your website hasn't migrated to HTTPS yet, this should be one of the first steps in optimization.

• 6. Professional visual identity

  A user's first impression of your site is crucial — and it often only lasts a few seconds. A professional visual identity therefore plays a key role in creating trust and credibility. Elements such as colors, typography, and logos must align with your brand's values and style. Colors convey emotions (for example, blue is associated with trust and security), while typography affects readability and a professional look. A simple yet consistent design contributes to a positive user experience (UX) — visitors find information more easily, stay on the site longer, and come back more often. Professional design doesn't just mean beauty, but clear communication and trust between you and your users.

• 7. Quality web hosting

  No matter how well-designed your website is, its stability and speed largely depend on the quality of your web hosting. Reliable hosting ensures that your site is available 24/7, with fast loading times and minimal downtime. There are several types of hosting:

  • Shared hosting — the most affordable option where multiple sites share the same server. It's great for small projects and blogs.

  • VPS hosting (Virtual Private Server) — offers more resources and control, ideal for medium-sized sites

  • Dedicated hosting — the entire server is reserved just for your site, which brings maximum performance and security, but also a higher price.Choosing the right solution depends on the needs of your project but it's always worth investing in a reliable hosting provider that guarantees speed, security, and technical support. Learn more in our Web hosting guide.

Creating a modern website today goes beyond just visuals — it's a blend of functionality, speed, security, and user experience. Each of these elements has its own role in creating a website that not only attracts attention, but also achieves results. When design, SEO, hosting, and security are aligned with each other, your website becomes a powerful tool for building an online presence and trust with users. If you want a website that's tailored to your needs, loads quickly, looks great on all devices, and delivers concrete results — it's time to take the next step. Find out more about how we create successful websites on our website development page.