Will Your Website Win Awards… or Win Business?

Let’s be honest — we all like a good-looking website. It feels great to have something sleek and modern that makes your business look professional. But here’s the thing: a website that looks amazing isn’t necessarily a website that works.

I’ve seen plenty of “award-winning” sites that turn heads but don’t actually bring in customers. That’s because those awards are usually judged by designers — people who care about creativity and trends — not your actual customers.

When you’re running a small business or working for yourself, your website isn’t just there to look pretty. It’s there to bring you enquiries, calls, and sales. It should be working just as hard as you do.

What Your Customers Are Really Looking For

When someone lands on your website, they’re not wondering what design software you used or how clever your animations are. They’re wondering:

• • Can this business help me?
  • Are they nearby or relevant to me?
  • Do they seem trustworthy?

That’s what people want to know — and they want to know it fast.

I call this the three Ws (plus one “why”):

• • What do you do?
    Tell them clearly what you offer. Don’t make them guess.
  • Where do you do it?
    Are you local, national, or international? People need to know if you serve their area.
  • Who do you do it for?
    If you mainly work with certain types of customers — say, small businesses, homeowners, or trade clients — say so. It helps people figure out if you’re a fit.
  • Why should they choose you?
    Once they know you’re a good fit, this is where you prove it. Share reviews, testimonials, or examples of your work that show you deliver what you promise.

You don’t need long paragraphs of text to cover this. Just make sure those answers are easy to find — in your headlines, your homepage, and your main service pages.

Good Looks Are Nice. Results Are Better.

Don’t get me wrong — design still matters. A clean, professional look helps build trust. But the real magic happens when design and purpose work together.

A well-designed website should guide your visitors where you want them to go — to pick up the phone, send an enquiry, or make a purchase.

If your site is all flash but no focus, it might get compliments from other designers… but it won’t do much for your bottom line.