A successful website focuses on its most important function. It does not try to be everything to everyone but meets the needs of the desired customer in an understandable, efficient and personal way. The sooner the customer finds what he needs, understands what he finds, and decides to trust it, the better the site is.

A website is a display window of the organization (does it attract desired customers to step in?), its sales desk (is the display enticing and suitably versatile?), and the reception of its leading expert (does it also convince you with substance).

A user-oriented approach is the basis of all web design, but the goal can easily be forgotten if content production and user interface design are not managed by stubbornly holding on to this principle. The basic elements of a user-oriented approach are clarity, the hierarchy of elements, and navigation between them. Also, the texts, images, and other content elements must be justified, interesting, and easy to understand.

Personality is a competitive advantage. The structure and look of a successful site are based on the needs of the customers and they are not copy-pasted from the template library. Unique original pictures are one of the most effective ways to differentiate and generate trust in the competitiveness of the organization. The texts must speak to the desired customer in style and manner. Complex or trivial text is a lost opportunity for interaction.

Functionality consists of elements that are not noticed when they work well but make a visitor leave if they are not. Easily adapted and functional navigation including heading and paths is the key. In the case of online shops, the simplicity and reliability of the purchase experience are crucial. The fact that the pages, and especially the images on them, load quickly and work smoothly on all major devices is necessary, but unfortunately not always self-evident.

Safety is both an experience and a set of technical characteristics. The quality and personality of the content strongly influence the perceived safety of the site, as well as whether the key people are presented on the site. A person often trusts another person or an experience of another person being present. The more unknown the organization, the greater the importance of perceived human safety. When it comes to familiar institutions, such as buying train tickets or on-line banking, the experience of security often arises above all from how well the service works, and how comprehensible it is.

Safety is also about whether the site respects the visitor's privacy or not: can the cookie settings be changed and what information and which authorizations the site requires. Whether a visitor is immediately required to join a mailing list or provide their credit card number during the free trial period.

Also, of course, one must take into account all those aspects of technical security that the visitor may not be aware of, but whose shortcomings affect the reputation of the site. These include the security of payment systems, the encryption of connections, and the storage of data.

Trust is the sum of all the above. A person believes a matter presented, decides to act, and makes purchases only when he or she trusts the site and its content.