10 Essentials for Standing Out No Matter the Platform
Recently, a business owner told me she had to completely recreate her website because “everyone else is using ShowIt.” She thought her site wasn’t getting SEO traction and that her bounce rate was too high because she had made her website with SquareSpace several years ago. Like a passing fad, her fear was that SquareSpace was an outdated platform and therefore her website was irrelevant and ineffective.
It is very easy to fall into the social media feedback loop where you start to see the same marketing ads over and over again. The algorithm notices your interests and feeds you more and more content in that direction, including reviews, case studies, and testimonials — all designed to make it seem like “everyone else is doing it too.” This phenomenon can create a lot of unnecessary fear and pressure for business owners who simply want to stay competitive.
The truth is, you can use any web creation service you’re familiar with and still get great conversion rates — if you’re marketing yourself effectively. It’s not the platform that makes the site successful; it’s the strategy behind it. After doing a full digital audit and competitive analysis, I discovered that her biggest competitor also had a site created on SquareSpace — and, interestingly, it was a site built back in 2016, using a template that SquareSpace has since retired. Yet that competitor’s website ranked well, had excellent engagement, and was clearly still converting customers.
What makes the difference isn’t whether you’re on SquareSpace, ShowIt, WordPress, Wix, or Webflow. It’s the core fundamentals of how the website is built and maintained.
Here are 10 things that make a great website, no matter which platform you use:
1. Clear Messaging
Visitors should immediately understand who you are, what you offer, and how you can help them — all within the first few seconds. Clarity builds trust. If someone is confused, they will leave quickly.
2. Clear Differentiation
It’s not enough to simply exist online; you need to stand out. Your website should make it unmistakably clear what sets you apart from your competitors — whether that’s your unique approach, your experience, your process, or your brand values. Use specific language, strong visuals, and compelling benefit-driven copy that communicates why customers should choose you over anyone else.
3. Strong Visual Design
Good design doesn’t mean flashy; it means clean, consistent, and aligned with your brand. Use a cohesive color palette, readable fonts, and intentional spacing. Visual clutter can overwhelm visitors.
4. Mobile Optimization
More than half of all web traffic now comes from mobile devices. Your website must be fully responsive, meaning it looks and works great on any screen size. Google also prioritizes mobile-friendly sites in its rankings.
5. SEO Best Practices
A beautiful website won’t matter if no one can find it. SEO involves optimizing your titles, descriptions, images, and even your URL structure to help search engines understand and rank your content properly.
6. Strategic Calls-to-Action (CTAs)
Every page should guide the visitor to take a next step — whether that’s contacting you, signing up for a newsletter, booking a service, or making a purchase. Your CTAs should be easy to find and compelling.
7. Authentic Content
People want to connect with real businesses and real stories. Use authentic imagery, share client testimonials, write case studies, and blog about topics that truly reflect your brand’s values and expertise.
8. Easy Navigation
Confusing menus and dead-end pages are a fast way to lose potential customers. Keep your navigation simple and intuitive. Visitors should be able to find what they’re looking for within a few clicks.
9. Regular Updates
Websites are not “set it and forget it.” Fresh content signals that your business is active and thriving. Regularly update your blog, portfolio, product offerings, or even just small details like dates and events.
10. Accessibility
A great website is usable by everyone, including those with disabilities. This means using high color contrasts, adding alt text to images, and following Web Content Accessibility Guidelines (WCAG).
In short, the platform you use is just a tool — not the magic solution. SquareSpace, WordPress, ShowIt, Webflow, Wix — they all have their strengths, but none of them guarantee success by themselves. Focus on the fundamentals, stay consistent, and market your business strategically. That’s what will truly set your website apart.