Eric Jorge Seguí Parejo
In the digital age, having a professional website is no longer optional but a necessity. A well-designed and optimised website becomes the public face of your business, allowing you to stand out in a highly competitive environment. Not only does it attract new customers, it also improves the user experience, making key information easy to access and strengthening your brand’s credibility.
If the goal of that site is not just to have a presence but to generate opportunities, it is also worth looking at how to build a website that sells, with structure, SEO, trust and measurement in place from the start.
The goal is simple: to build a digital space that represents your values, products or services, and that is also functional and appealing. To achieve it, follow these steps:
- Define your goals: What do you hope to achieve with your website? Whether it is increasing sales, generating leads or simply informing, being clear on this point is essential.
- Choose the right platform: Assess options such as Wix, Shopify or Canva according to your needs.
- Design a logical structure: Include key sections such as home, services, contact and blog.
- Optimise for SEO: Use relevant keywords to appear in the top search results.
- Ensure an efficient mobile experience: Most users browse from their phones.
Why is having a website crucial for your business?
Not having a professional website is like having a shop without a shop window. In a market where the competition is just a click away, a solid online presence is the first step towards positioning yourself as a reliable and relevant option. Without a website, your business faces several risks:
- Lack of visibility in the digital market: Consumers turn to the internet to look for products and services. If you are not there, you simply do not exist for them.
- Limits on reaching new customers: A website lets you extend your reach beyond your physical location.
- Losing competitiveness against similar businesses: Competitors who already have a digital presence will be attracting the customers who could be yours.
Having a website not only avoids these problems, it also opens the door to new opportunities for growth and expansion.
Common problems of not having a professional website
Lack of visibility in the digital market
Not having a website severely limits your ability to be found by potential customers. Imagine you have an exceptional product, but nobody knows it exists. A website works as a digital shop window that works 24 hours a day to attract traffic and turn it into customers.
Limits on reaching new customers
A physical business has geographical barriers. A website breaks down those barriers, allowing you to reach a wider audience, whether local, national or even international. You can also use tools such as SEO and online advertising to segment your audience and attract specific customers.
Losing competitiveness against similar businesses
While you have no online presence, your competitors do. They are capturing the attention of consumers who could be interested in your products or services. Not having a website leaves you out of the game in a market where the first impression is usually digital.
Why the right solution for your business matters
Just any website will not do; you need one designed specifically to meet your business’s needs. That means it must be attractive, functional and easy to navigate, while solving users’ common problems.
Benefits of having an optimised website
An optimised website offers many advantages that have a direct impact on your business’s success:
- Increases your brand’s reach and credibility: A professional design inspires trust and makes a good first impression. It also positions you as a benchmark in your sector.
- Makes it easier to connect with new customers: Using digital marketing tools such as contact forms or chatbots improves interaction with your audience.
- Improves the user experience: Intuitive navigation, fast loading times and relevant content are key to keeping users interested.
Increases your brand’s reach and credibility
A website acts as a direct communication channel with your customers. Publish relevant content, show testimonials from satisfied customers and share success stories to consolidate your position as an expert in your field. A responsive, professional design also reinforces the perception of seriousness and commitment.
Centralise your information and improve interaction with customers
Your website should be the central point where customers find everything they need to know about you: opening hours, location, services, prices and more. By centralising this information, you reduce the chance of losing customers because of a lack of clarity or accessibility. You can also integrate tools such as appointment calendars, booking systems or even an e-commerce shop.
With these actions, you will not only make sure customers find what they are looking for, but also create a digital environment that encourages their loyalty.
Concrete steps to create the ideal website
Creating a professional website requires planning and informed decisions at every stage. Below are the key steps that will help you build an effective online presence:
Define the purpose and goal of your website
Before you start, you need to answer an essential question: What do you want to achieve with your website? Goals can vary depending on the type of business or project, and defining them clearly will guide the design and functionality of your site. Here are some practical examples:
- Online sales (ecommerce): If you are a clothes shop, your goal will be to showcase products, manage stock and allow secure payments.
- Personal branding: For a freelance photographer, the focus would be on highlighting a visual portfolio that inspires trust.
- Lead generation: A service business, such as a financial consultancy, may need an attractive contact form to generate enquiries.
- Education: If you run an online academy, your aim could be to offer courses and manage subscriptions.
Online sales (ecommerce)
For a clothes shop, an ecommerce-focused website needs to meet several key requirements to guarantee a smooth, professional experience for users:
- Product catalogue:
- Organise products into clear categories (e.g., men, women, accessories).
- Include high-quality photos from different angles and, if possible, a zoom to see details of the material and design.
- Stock management:
- Use platforms such as Shopify or Wix Ecommerce, which offer tools to track stock automatically. For example, when a customer buys a product, the system updates the remaining quantity in real time.
- Set up alerts for products with low stock, so you do not lose sales.
- Secure payment options:
- Integrate payment gateways such as PayPal, Stripe or card payments directly on the site.
- Include SSL certificates to guarantee that all payment information is protected and to build customer trust.
- Conversion strategies:
- Offer first-purchase discounts or promotional codes.
- Include a «Recommended products» section based on what users are viewing or buying.
- Mobile experience:
Make sure the design is responsive, as most purchases are made from mobile devices.
Personal branding
For a freelance photographer, a website should showcase their work and build trust with potential clients. These are the essential elements:
- Attractive visual portfolio:
- Create galleries organised by theme or project (e.g., weddings, portraits, landscapes).
- Use a clean, minimalist design, such as Squarespace themes, which prioritise aesthetics and visual impact.
- «About me» section:
- Tell a personal story that humanises your work. For example, how you got started in photography and what inspires you.
- Include a professional photo of yourself to build a connection with visitors.
- Client testimonials:
- Add a section with positive comments from satisfied clients. This reinforces your credibility and professional quality.
- Easy contact form:
- Integrate a simple form for bookings or enquiries, with specific fields such as date, type of project and estimated budget.
- Creative blog:
- Share photography tips or the stories behind your projects to attract traffic and show your experience in the field.
Lead generation
A service business, such as a financial consultancy, should focus on building trust and capturing key information from its visitors to turn them into potential clients.
- Attractive contact form:
- Use a simple but effective design, highlighting fields such as name, email address, type of service required and estimated budget.
- Offer something in return, such as a free guide or initial consultation, to encourage users to leave their details.
- Focused home page:
- Include a clear headline that explains your services (e.g., «Optimise your finances with tax planning experts»).
- Highlight your main benefits with bullet points, such as experience in the sector, success stories or specialist tools.
- Strategic calls to action (CTAs):
- Buttons such as «Request a free consultation» or «Download our basic financial plan» should be visible and accessible throughout the site.
- Success stories and resources:
- Share examples of past clients and how your consultancy helped them reach their financial goals.
- Create a blog with educational content about finance to attract traffic and show your authority.
Education
If you run an online academy, your website should make both the learning experience and the management of enrolments and courses easy:
- Dedicated educational platforms:
- Use tools such as Thinkific or Teachable to manage your courses. These platforms let you create exclusive areas for students with restricted access.
- Course catalogue:
- Design a clear page where all your courses can be explored, each with a detailed description, duration, cost and syllabus.
- Include student reviews to build trust.
- Enrolment management:
- Set up an integrated, automated payment system so users can enrol easily.
- Offer different payment options, such as monthly plans, bundle discounts or subscriptions.
- Downloadable content:
- Provide supplementary materials such as PDFs, recordings and presentations, accessible from a user account.
- Automations:
- Implement an email marketing system to send class reminders, new course notifications or motivational messages to keep students engaged.
- Gamification:
- Use elements such as badges, achievements or digital certificates to motivate students and improve their experience.
Practical tip: List your priority goals and align them with the features you need. For example, an ecommerce site will need a shopping basket and payment options; a branding site might focus more on visual design and galleries.
Recommended tools and platforms
Nowadays there is a wide range of tools that make building a website accessible, even for people with no technical experience. These are the most popular:
- Shopify: Perfect for ecommerce, with built-in tools for stock management, payment options and mobile-optimised design.
- Wix: Ideal for small businesses and entrepreneurs looking for ease of use and customisable templates. It offers SEO tools and an intuitive visual editor.
- WordPress: A versatile option for sites with specific needs. Although it requires more technical knowledge, it is highly customisable thanks to its thousands of plugins.
- Squarespace: Excellent for artists, designers and creative professionals who prioritise elegant, minimalist design.
- Magento: Ideal for large companies and complex ecommerce projects, Magento stands out for its ability to manage multiple shops, large numbers of products and advanced customisation features. Although it requires technical knowledge to set up and maintain, it is perfect for businesses seeking scalability and full control over their site.
- PrestaShop: An affordable, flexible solution for small and medium-sized businesses, PrestaShop offers customisation through modules and built-in tools for managing stock, payments and shipping. It is more accessible than Magento in terms of technical complexity, but just as functional for smaller-scale ecommerce.
- Ghost: Focused on content creators and blogs, Ghost prioritises speed and simplicity. Ideal for writers and media companies looking to monetise content through subscriptions and memberships, with a minimalist design that puts the focus on the reading experience.
- Drupal: A powerful option for complex web projects, Drupal is known for its security and scalability. Used by large organisations and government sites, it offers flexibility and customisation, although it requires technical expertise to make the most of its potential.
- Joomla: A balance between ease of use and flexibility, Joomla suits medium-sized websites that need more customisation than Wix, but without the technical complexity of Drupal. Its extensions and templates make it useful for blogs, ecommerce and community projects.
| CMS | ✨ Ideal for | 🔧 Ease of use | 🕘 Customisation | 💰 Cost | 🌐 Use |
|---|---|---|---|---|---|
| Shopify | Ecommerce | ⭐ Easy | 🌟 Moderate | 💼 Subscription | 🛒 Online shops |
| Wix | Small businesses | ⭐ Very easy | ✨ Basic | 💼 Free or premium | 📈 Simple websites |
| WordPress | All types | ⭐ Medium | 🌟 High | 💼 Free + hosting | 🌍 Blogs and more |
| Squarespace | Creatives | ⭐ Easy | 🌞 Medium | 💼 Subscription | 🎨 Portfolios |
| Magento | Large companies | ⭐ Difficult | 🔧 Very high | 💼 Expensive | 🛒 Advanced ecommerce |
| PrestaShop | SMEs | ⭐ Medium | 🔧 High | 💼 Free + modules | 🛒 Medium-sized shops |
| Ghost | Blogs | ⭐ Easy | 🌞 Basic | 💼 Subscription | 🔖 Written content |
| Drupal | Complex projects | ⭐ Difficult | 🔧 Very high | 💼 Free + hosting | 🌍 Large sites |
| Joomla | Medium-sized | ⭐ Medium | 🔧 Medium | 💼 Free + extensions | 🔦 Communities |
Shopify
Shopify is one of the most popular ecommerce platforms, designed specifically for businesses looking to sell products online efficiently. It offers built-in tools that simplify stock management, letting users track stock automatically and receive alerts when levels are low. It also integrates secure payment options such as PayPal, Stripe and card payments directly on the site, ensuring a reliable shopping experience for customers.
Its mobile-optimised design is another of its strengths, as it ensures shops look and work perfectly on any device. Shopify also includes advanced features such as sales reports, built-in marketing tools (e.g., email marketing) and the option to customise the design using templates. This makes it the perfect solution for entrepreneurs who need a robust, professional ecommerce site.
Wix
Wix is ideal for small businesses and entrepreneurs looking for an easy-to-use platform to create their website. Its intuitive visual editor lets you customise templates by dragging and dropping elements, which makes it perfect for users with no technical experience. Wix offers hundreds of ready-made templates adaptable to different industries, from restaurants to creative portfolios.
Wix also includes built-in SEO tools that help optimise the site for search engines, such as customising titles, meta descriptions and friendly URLs. Its flexibility and simplicity make it an excellent option for anyone who needs a quick, affordable solution without compromising on design.
WordPress
WordPress is a versatile and powerful option for anyone looking to create websites with specific needs. Although it requires a higher level of technical knowledge than platforms such as Wix or Shopify, its main advantage lies in its capacity for customisation. With thousands of plugins available, users can add advanced features such as ecommerce, event management, forums, forms and much more.
WordPress’s flexibility also extends to design, allowing users to choose from thousands of themes (free and paid) and customise them completely. It is ideal for businesses seeking scalability and full control over their site, from small businesses to large corporate projects. However, bear in mind that the initial setup and maintenance may require technical support or prior knowledge.
Squarespace
Squarespace is a platform known for its minimalist design and focus on aesthetics, which makes it ideal for artists, designers and creative professionals. Its template gallery is visually impressive, offering modern, elegant options that stand out for their visual impact. Its customisation tools are intuitive, although not as advanced as WordPress’s, which makes it an excellent option for those who prioritise presentation over technical functionality.
As well as design, Squarespace includes built-in features such as blog management, basic ecommerce and SEO tools to improve the site’s visibility. It is an ideal platform for those who want a professional, attractive website without a large investment of time or technical knowledge. However, it can be less flexible in terms of customisation and scalability for more complex projects.
Shopify
Shopify is an all-in-one ecommerce solution, perfect for businesses that want to sell products online professionally. It offers built-in tools for stock management, payment processing and shipping, making it possible to automate critical tasks. Shopify is also known for its mobile-optimised design, ensuring the shopping experience is flawless on any device.
Customisation options include ready-made templates you can easily modify, although it also offers greater control for advanced users who work with code. Its App Store adds extra features such as email marketing, abandoned basket recovery and advanced analytics. It is ideal for those looking for quick setup and scalability as they grow.
Magento
Magento is a robust, scalable ecommerce platform, ideal for large companies or businesses that handle a high volume of products and sales. It offers advanced features such as multi-store management, in-depth customisation and built-in tools for SEO and marketing.
However, using it requires an experienced technical team, as setup, customisation and maintenance are more complex than on platforms such as Shopify. Magento is ideal for ambitious projects that need tailored solutions and are prepared to invest in technical infrastructure.
PrestaShop
PrestaShop is an open-source ecommerce platform that combines customisation with ease of use. It suits small and medium-sized businesses that want a highly configurable website without the costs of a solution such as Magento.
It offers built-in tools for managing products, payments and shipping, as well as SEO features and customisation options through additional modules. Although installing and maintaining it requires some technical knowledge, it is an affordable, flexible alternative for those seeking a balance between functionality and accessibility.
Ghost
Ghost is a platform focused on creating blogs and content, ideal for writers, content creators and media companies. Its minimalist, fast design lets you concentrate on publishing without distractions. It includes built-in monetisation tools, such as memberships and subscriptions, and is known for its fast loading speed, which improves the user experience.
Although it is less versatile than WordPress in terms of plugins, its simplified approach makes it perfect for those looking for a focused, efficient content management system.
Drupal
Drupal is a highly customisable and powerful open-source CMS (Content Management System) platform. It is ideal for complex websites that require advanced features, such as government portals, sites for large organisations or collaboration platforms.
Although its learning curve is steeper than other options, Drupal stands out for its flexibility, scalability and security. It is an excellent option for technical projects that need unique configurations and advanced customisation.
Joomla
Joomla is a versatile CMS that balances ease of use and customisation. It is ideal for medium-sized websites that need more advanced functionality than Wix but not as technical as Drupal. It offers extensions and templates that let you expand its capabilities, from blogs to ecommerce.
Although it is not as popular as WordPress, Joomla has an active community that provides support and regular updates. It is a solid solution for those looking for more flexibility without the technical complexity of options such as Drupal or Magento.
Extra tip: If you are a beginner, platforms such as Wix and Squarespace are a good choice to get started. If you are looking for scalability and advanced control, WordPress is a robust option.
Choosing a reliable domain and web hosting
The domain and hosting are the foundation of any website. Choosing correctly can make the difference between a successful site and one that does not inspire trust.
- Choose an appealing domain name:
- It should be short, easy to remember and related to your brand.
- Avoid using hyphens or numbers that could cause confusion.
- Example: If your business is called «La Dulcería», a good domain would be ladulceria.com.
- Decide between free and paid services:
- Free: Platforms such as Wix offer options with no upfront cost, but the domain will include their brand (e.g., tuempresa.wixsite.com), which may look less professional.
- Paid: These let you use a custom domain (e.g., tuempresa.com) and usually include advanced features such as business email addresses and more storage capacity.
- Factors to consider when choosing a hosting service:
- Speed and uptime: Make sure the provider guarantees fast loading and constant availability.
- Technical support: Choose services with 24/7 customer support.
- Scalability: If your business grows, you will need a hosting plan that can be expanded easily.
Recommendation: Companies such as Bluehost or SiteGround are reliable for more complex projects. If you are looking for something simpler, GoDaddy offers accessible solutions with built-in support.
By following these steps and using the right tools, you will be on your way to building a professional website that not only represents your business but also meets your strategic goals.
Design and structure: aesthetics matter
Your website’s design not only reflects your business’s identity, it also directly influences how users interact with it. Careful aesthetics combined with a good user experience (UX/UI) can make the difference between keeping visitors and losing them within seconds.
Why a good user experience (UX/UI) matters
User experience focuses on ease of use, accessibility and visitor satisfaction when interacting with your website. An attractive design is important, but it must be backed up by a functional, user-friendly structure.
- UX design: Make sure content is easy to find, buttons are well placed and loading time is fast.
- UI design: Prioritise a clean, professional look, with colours and typefaces that represent your brand.
Good UX/UI design not only improves interaction, it also helps optimise conversions, whether sales, enquiries or sign-ups.
Tips for choosing a theme that suits your business
Your website’s theme is like the suit you dress your business in. It is crucial to choose one that aligns with your goals and audience:
- Define your visual identity:
- If you have a modern clothes shop, choose a theme that showcases large, eye-catching images.
- For a law firm, look for something professional, with sober colours and a minimalist design.
- Prioritise adaptability:
- The theme should be responsive, meaning it adjusts automatically to mobile devices, tablets and computers.
- Check that it is compatible with popular browsers such as Chrome, Safari and Firefox.
- Avoid overloading the design:
- Keep your use of colours, fonts and graphic styles consistent.
- A simple, clear design always beats a complex, confusing one.
Extra tip: Platforms such as Wix and WordPress offer preconfigured themes you can customise to match your brand.
Practical recommendations for structuring navigation clearly and attractively
Efficient navigation is the backbone of good web design. Users should be able to move around your site easily without feeling lost or frustrated. Here are some key tips:
- Create a clear, accessible menu:
- Include only the essential sections, such as Home, Services, About Us and Contact.
- Avoid cluttering the menu with too many options; ideally, between 5 and 7 items.
- Use calls to action (CTAs):
- Buttons such as «Buy now», «Contact us» or «Find out more» should be visible and accessible throughout the page.
- Use eye-catching colours to make CTAs stand out from the rest of the content.
- Organise content by priority:
- Place the most important information at the top (what users see first when the page loads).
- Use clear headings and subheadings to guide reading.
- Make searching easy:
- If your site has a lot of content (e.g., a blog or online shop), include an intuitive search bar.
Common mistakes to avoid
- Messy or confusing menus.
- Colours that make reading difficult (such as yellow text on a white background).
- Broken links leading to pages that do not exist.
A well-thought-out design and structure not only make your website look better, they also create a smooth, pleasant experience for your visitors. Remember: a happy user is a potential customer.
Optimising and launching your website
Once your website is designed and structured, the next step is to make sure it is visible to your target audience and works perfectly from day one. Search engine optimisation (SEO) and technical testing are key to ensuring a successful launch and ongoing performance.
How to improve your site’s visibility in search engines (SEO)
SEO (Search Engine Optimization) is the process of optimising your website so that it appears in the top results of search engines such as Google. A well-optimised site not only attracts more traffic, it also improves the quality of visits.
- Optimise keywords, titles and meta descriptions:
- Carry out keyword research with tools such as Google Keyword Planner, Ahrefs or SEMrush to identify terms relevant to your audience.
- Include these keywords in:
- Page titles (H1).
- Meta descriptions: A short summary of your page that appears in search results.
- Headings (H2, H3) and body text.
- Example: If you have a shoe shop, an optimised title could be: «Quality shoes at affordable prices | Free delivery».
- Check internal and external links:
- Internal links: Make sure you connect your key pages to each other. This makes navigation easier and improves SEO.
- External links: Include references to reliable sites related to your sector, but make sure they are not broken.
- Measure key metrics before launch:
- Check your page’s loading speed using tools such as Google PageSpeed Insights.
- Make sure images are compressed and optimised without losing quality.
- Check that your site is 100% responsive, meaning it looks perfect on mobiles, tablets and computers.
Extra tip: Set up Google Analytics and Google Search Console before launching your site. These tools will help you monitor traffic and detect SEO problems.
Why technical and design testing matters
Before making your site public, it is essential to carry out thorough testing to ensure everything works properly from day one. Here we explain how to do it:
- Technical testing:
- Check that all forms (contact, subscription, etc.) work and that the data arrives correctly.
- Check the CTA buttons (such as «Buy now» or «Book») to make sure they lead to the right destination.
- Check your site’s security by installing an SSL certificate (https), which protects your users’ data and improves your ranking on Google.
- Design testing:
- Check how the site looks in different browsers (Chrome, Safari, Firefox) and on different devices (mobiles, tablets and desktop).
- Make sure visual elements (images, videos, icons) load correctly and keep their quality.
- Simulate the user experience:
- Browse your site as if you were a customer. Is it easy to find information? Is the purchase or contact process clear and quick?
- Ask friends or colleagues to do the same and listen to their feedback.
Ensure flawless performance from day one
Launch day should be exciting, not stressful. By following these steps, you can make sure everything is under control:
- Set up a «Coming soon» page if the site is not 100% ready. This builds anticipation and lets you collect email addresses from interested people.
- Schedule automatic backups to avoid losing data in the event of unexpected errors.
- Follow up after launch: Monitor your site’s performance and adjust any details according to the metrics and user feedback.
A well-optimised and tested site not only improves your search engine rankings, it also guarantees a satisfying experience for your visitors from the outset. Remember: a good launch lays the foundations for long-term success.
Do you really need to invest, or can you use free options?
The decision between using a free tool or investing in a professional platform to create your website depends on your needs, goals and budget. Both options have advantages and limitations, and it is important to weigh them up carefully before making a decision.
Limitations of free versions versus the advantages of investing in a premium platform
Free tools, such as the basic versions of Wix, Canva or WordPress.com, are ideal for personal projects or small businesses on tight budgets. However, they have several limitations:
- Generic domain and platform branding:
- Free: Your domain will include the platform’s name (e.g., miempresa.wixsite.com), which may affect the professional perception of your brand.
- Premium: You get a custom domain (e.g., miempresa.com) that reinforces your identity.
- Technical capabilities and customisation:
- Free: Design options and features are limited. You will not be able to integrate advanced tools such as in-depth analytics, e-commerce or automations.
- Premium: Access to custom themes and plugins, advanced integrations and greater control over functionality.
- Platform advertising:
- Free: Your site will display the platform’s ads, which can be intrusive and unprofessional.
- Premium: Removes ads and allows a clean design focused on your brand.
- Technical support:
- Free: Usually limited to community forums or basic guides.
- Premium: Access to personalised 24/7 technical support.
Examples to help you decide which option best suits your needs and budget
To work out whether you should invest, consider these practical cases:
- Personal projects or small local businesses:
- If you only need a basic site to share information, a free version could be enough. For example, an independent artist who wants to show their portfolio could use the free version of Canva or Wix.
- Growing businesses or ecommerce:
- If you need to sell products, integrate marketing tools or stand out from the competition, a premium platform is the best option. For example, an online clothing business can benefit from the advanced features of Shopify or a self-hosted WordPress site.
- Tight budget:
- You can start with a free tool and upgrade to a premium one as your business grows. Some platforms, such as Squarespace, offer free trials that let you try them out before committing.
Summary
Conclusion
While free options are useful for getting started or testing ideas, investing in a premium platform lets you build a professional, scalable and competitive site. Analyse your short- and long-term goals to decide which option is best for you.
Remember: Your website is an investment in your business’s image and success.
When a business needs to earn trust before the first contact, the website must explain the service, the location and the next step clearly. A very clear example is SEO for schools in Valencia, where the page has to turn visits into admission enquiries.
Technical SEO consultant in Valencia for more than 16 years. Speaker and organiser at WordCamp Valencia and author on the Semrush and Publisuites blogs. More about me
