What Actually Makes a Website Great in 2025?

Let’s face it — “great” is subjective. But when you work in web design and development every day, patterns emerge. And in 2025, it’s not just about pretty pictures or punchy headlines (though, yes, we love both). It’s about the full experience — thoughtful design, purposeful functionality, and real results. 

So, we asked our team: what makes a website great right now? The answers were smart, opinionated, and passionate. Here’s what we all agreed on. 

Meet your North Star

Here’s where that passion comes in, right off the bat: 

If your website is not meeting your user or target audience needs, and your business goals, then it is not great. 

Accessibility Isn’t Optional

A great website is for everyone. Sure, for WCAG compliance, but more importantly for inclusive  equitable design, readable typography, smart color contrasts, and intuitive structure (among other things). Accessibility isn’t a “nice to have” anymore. It’s a baseline. 

Mobile-First, Always

Your website has to be mobile optimized no matter what your industry is. People are on their phones. Your site has to be a responsive andsite that actually works well on phones — not just squished into smaller screens. Critical distinction. And not just for users. Google’s still watching. (And other search engines and search agents, too.) 

Navigation That Doesn’t Make You Think

If your users have to ask, “Where do I click?” then the navigation isn’t doing its job. Great websites make getting around feel intuitive and effortless, no matter how complex the architecture behind the scenes.  

Designed for the Entire Journey

A great site isn’t just pretty — it’s purposeful. Every page plays a role in the user journey, aligning audience goals with business outcomes. That means strategic CTAs, smart UX, and pages optimized for conversion and clarity.  

Copy That Actually Connects

Strong messaging does more than “sell.” It builds trust. Great websites use copy to meet user needs and express brand personality, all while keeping things clear, easy to scan, and accessible. Bonus points for a little wit or surprise (but not without sticking to your brand!). 

Killer Photos and Video

Stock photos are good. Custom imagery, brand-driven video, and media that loads fast and looks great across devices are great. At the end of the day, it’s about how you use these visual assets and the story you are telling. If custom assets aren’t in the budget, then make sure you’re choosing stock photos with intention. Strong visuals tell your story faster than a headline can (no matter where you get them). 

Small Animations, Big Delight

Think hover states, loading transitions, micro-interactions. Subtle animations help guide users, provide feedback, and make the whole experience feel more human. Used well, they’re like the seasoning in a great dish — not the main ingredient, but you’d notice if it wasn’t there. 

Smart Use of AI

Don’t just inject AI for AI’s sake. Consider adding it where it actually adds value. Think chatbots that actually help, personalized recommendations, predictive search, or AI-driven content that enhances the experience. It’s not about replacing human interaction — it’s about scaling it thoughtfully. 

Personalization with Purpose 

When done well, personalization isn’t creepy — it’s helpful. Whether it’s geo-targeted content, remembering user preferences, or showing relevant CTAs based on past behavior, great websites in 2025 are adapting to your users (and you!). 

The Sweet Spot: Form + Function 

Listen, your website must look good and work well. In 2025, the best websites are a seamless blend of both. No more choosing between flashy design and a button that actually submits a form. Great sites do both. 

A Few Trends We’re Loving Right Now 

• Bold, expressive typography 
• Brutalist-lite layouts (yes, it’s still a thing) 
• Subtle, scroll-triggered animations 
• Sticky navs that don’t hog the screen 
• Thoughtful, cinematic transitions 
• Dark mode, if it makes sense for the brand 

Final Thoughts: Great Websites Don’t Happen by Accident

What makes a great website in 2025 depends on who you ask. For us, it’s about creating sites that feel intuitive, look beautiful, perform well, and help businesses grow.  

Because when form and function meet in the middle? When design, development, strategy, and brand all pull in the same direction? That’s where digital magic happens.  

Want help getting there? Let’s talk about how to elevate your site in 2025.