What Actually Makes a Website Work in 2025?
Most websites look fine enough.
But most of them are also pretty forgettable.
Thorough and nuanced is our strategy and we’re putting all our eggs in this basket.
But what does that actually mean when it comes to designing an online space that means something?
We’re breaking this somewhat abstract concept down into smaller, digestible components featuring INSKIN Beauty Bar’s newly launched site. And without giving out all our secrets (you probably wouldn’t either if you were running a web design business!) here’s how to add some of that real intention into your site.
1. Pace
Design isn’t just about what’s on the screen. It’s about how fast (or slow) someone moves through it. Pacing controls curiosity. You want that, lots of it. The right rhythm keeps people reading without rushing past what matters.
But what does that actually mean when you’re designing your site?
For us, it’s a few things and we implemented these into INSKIN Beauty Bar new site with subtlety and nuance.
+ Intentional scroll reveals: Not everything should hit the screen at once. Use layered sections, spacing, and micro-animations to guide the eye so visitors don’t skip ahead before they’re ready.
+ Focused sections with breathing room: One idea per section, and then add padding between sections. Don’t stack three messages into one block of text. Give each thought its own space so it can land clearly.
+ Hierarchy that slows people down: A bold headline, a smaller subhead, a short paragraph, then a button.
+ Thoughtful page length: Homepages shouldn’t feel endless. But they also shouldn’t end too early. A good homepage unfolds like a conversation.
+ Strategic linking: You don’t have to say everything on one page. Pace can also mean offering just the right link at the right moment so the visitor chooses to keep going, rather than being overwhelmed.
2. Uniqueness
The fastest way to disappear is to blend in. We live in a world of influence, marketing and sadly, repetition. Clear, specific positioning will always outlast borrowed trends. And if someone else is doing it, you’re way better off not trying to do the same thing. Say what only you want to say and make sure it’s oodles unique.
When designing INSKIN’s branding, we considered: What makes your services unique against all the rest? What message do you want to communicate to your clients that stays true to who you are (as an owner), and a business? What feeling would you say would describe how one would feel stepping into your spa? Where do you draw inspiration from? What place or memory holds true when you think of your brand?
3. Visual Energy
This goes beyond aesthetics. Good visuals hold attention. They guide, surprise, calm, or spark. It’s that feeling you get when you land on a site and whole heartedly fall in love. And that was very intentionally crafted and it often comes from the exact correct font size, animation speed, fade, colour palette and composition. The best ones don’t just look nice but they feel amazing.
INSKIN is all about feeling – with their services working from the inside out; that’s their entire brand. So their branding and website need to reflect that in the most clear way. So the imagery, typography, colour palette – are all focused inwards. They evoke emotion, feeling, reflection – that’s the brand connecting to the customer.
4. Subtle Offers
Not everything needs a pop-up. In fact, Google has publicly announced they’re prioritizing sites that don’t flash visitors with a pop-up. Thoughtful offers, embedded naturally, convert better than loud promises. Build interest without baiting. Trust your work to speak for itself and then make it easy to say yes.
We’ve kept things gentle and not so in your face, because INSKIN is all about softness and pace. The opt-in offer is a soft banner at the top of the page, which still stands out. Instead of a pop-up that expands as soon as someone enters the website. That’s kind of like someone jumping infront of you with a coupon the minute you walk into a store. Yuck.
Want to see what we mean?
EXPLORE INSKIN BEAUTY BAR’S WEBSITE HERE
5. Clarify of Brand
Strong brands don’t try to be for everyone. They know who they’re speaking to, and everything on the site reflects that. Voice, visuals, hierarchy, decisions—it’s all sharper when the brand knows itself.
If your website or brand feels flat, crowded, or unclear it’s not about starting over. It’s about refining. That’s what we do.
Best Practices We Always Recommend for ANY Website
Over the years we’ve worked with many clients ranging from photographers to beauty spas. Across the board, here are a few essentials we build into every professional website:
- Clear homepage messaging that speaks to your client’s needs
- Beautiful image galleries with room to breathe
- Organized pages for different categories of services
- Social proof through customer reviews
- A visible Instagram account feed for fresh updates
- Thoughtfully placed CTA buttons to guide the journey
- An easy-to-update blog post section (great for SEO + showcasing seasonal designs)
- A clean, white or off-white background colour scheme or intentional palette for visual appeal and ease of use
- Domain name, hosting, and tech support all handled for you
Partnering with Expert Web Designers
Collaborating with experienced web designers can help bring your vision to life, ensuring your website aligns with your brand and meets industry standards. At The Good Canvas, we specialize in creating custom websites that capture the essence of your business, combining aesthetic appeal with functional design – as we do it so that your website will continue to be relevant for years to come.
Next Steps
Ready to transform your online presence with a beautifully designed website? Contact us today to discuss how we can help you create a unique website that attracts potential clients and showcases your exceptional service.
Need Some Help Building Your Website and Brand? Let’s Chat!
Feel free to visit our FAQ section or set up a free discovery call when you can ask all the questions you’d like!
Join The Good Canvas
Looking to hire a web designer for your business?
Book a free discovery call where we can have a chat, learn about your business and answer any questions you may have.
GUIDES AND RESOURCES
- Curious to Learn How To Add Links To Your Site? Download our Free Internal Linking Checklist
- Download Our Free Pinterest Guide – How to Create, Schedule and Post Pins
- How To Index Your Website With Google
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- The Top 5 Website Mistakes Everyone Makes, And How To Avoid Them!
ABOUT THIS POST
This post is written by Donata Delano – A Web Designer, Professional Artist and Architect based in Burlington, Canada. She specializing in visual communication and web design, creating branding solutions and websites that are thoughtful, unique and aesthetically pleasing.
