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Best Practices for Website Design

Apr 11, 2025

This 2 The Point episode by iS2 Digital explores how to build a website that not only looks good but actually performs. Kevin Goldberg, CEO of iS2 Digital, breaks down the key elements of creating an effective, user-centric website in a digital world where nearly one million business websites launch every year. 

Kevin emphasizes the importance of aligning user goals with business objectives, designing clear user paths, and continuously improving the user experience through data and analytics. The episode also touches on the risks of having too many stakeholders, the power of good design, and how cognitive biases like the Halo Effect shape online perceptions.

Goldberg reminds us that, “We all know how to use a website, but just because we know how to use something doesn’t mean we know how to build it. There are a lot of best practices and nuances in building a website, and hopefully this episode gives you insight into how to do that well.”

Here are some key takeaways for building a high-performing website:

  • Start by identifying your users and what you want them to accomplish on your site.
  • Create user stories to design intuitive, goal-driven paths through your content.
  • A good-looking site isn’t just for aesthetics—it builds trust and credibility.
  • Keep navigation simple by following the “Rule of Seven” to align with human memory.
  • Avoid decision gridlock by limiting the size of your stakeholder group and documenting decisions along the way.

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