What Should Website Design Include?

Your website is more than just a digital business card—it’s a comprehensive tool that can make or break your online success. Yet countless businesses launch websites missing critical components, wondering why they’re not generating leads or sales. What should website design include? The answer isn’t simple, because a truly effective website requires a carefully orchestrated combination of visual, technical, and strategic elements working in harmony.

The difference between a website that converts and one that disappoints often comes down to completeness. You might have stunning graphics but suffer from slow load times. Your content might be compelling, but if your navigation is confusing, visitors leave before reading it. Perhaps your mobile experience is flawless, but you’re missing crucial trust signals that would convince hesitant buyers. Understanding what should website design include is essential for anyone investing in their online presence, whether you’re a business owner, marketing professional, or designer.

A complete website design encompasses 15 fundamental components that work together to create an experience that attracts, engages, and converts your target audience. From the visual elements that create first impressions to the technical infrastructure that ensures reliability, from the content that communicates your value to the conversion elements that turn visitors into customers—each component plays an irreplaceable role. Many businesses make costly mistakes by focusing on one area while neglecting others, or by following design trends without understanding the foundational elements that actually drive results.

In this comprehensive guide, we’ll explore exactly what should website design include by breaking down each essential component. You’ll discover not just what to include, but why each element matters and how to implement it effectively. Whether you’re exploring free website design for business options or partnering with a professional website design company, this roadmap ensures you don’t overlook critical elements. Let’s examine the 15 components that separate complete, high-performing websites from incomplete ones that fail to achieve their potential.

Core Visual Elements Every Website Needs

Visual design creates the immediate impression that either builds trust or triggers skepticism within milliseconds of a visitor arriving. What should website design include visually? Start with a professional logo that appears consistently across your header, favicon, and branded materials. Your logo isn’t just decoration—it’s a visual anchor that reinforces brand recognition and professionalism. Inconsistent or amateur logo presentation immediately signals a lack of attention to detail that damages credibility.

A strategic color palette does far more than make your site “look pretty.” Colors should align with your brand identity while leveraging color psychology to influence visitor behavior and emotion. Financial institutions favor blue for trustworthiness, health brands use green for wellness associations, and e-commerce sites strategically deploy red and orange for urgency and action. Your palette should include primary brand colors, complementary accent colors, and neutral backgrounds that create visual hierarchy without overwhelming visitors. Limit yourself to 3-5 colors maximum to maintain visual cohesion.

Typography hierarchy ensures your content is not only readable but scannable. Establish a clear system with distinct heading levels (H1 for page titles, H2-H3 for sections), body text that’s never smaller than 16px, and appropriate line spacing for comfortable reading. Choose fonts that reflect your brand personality—serif fonts convey tradition and authority, while sans-serif fonts feel modern and approachable. Mixing too many fonts creates visual chaos; stick to two or three complementary typefaces throughout your entire site.

High-quality imagery and graphics make abstract concepts tangible and break up text-heavy sections. However, generic stock photos often harm credibility more than they help. Invest in authentic photos of your actual team, products, and workspace whenever possible. Custom graphics, icons, and illustrations that align with your brand create a cohesive professional appearance. Every image should serve a purpose—whether illustrating a concept, showcasing a product, or building emotional connection. White space and visual balance prevent cognitive overload by giving elements room to breathe. Strategic use of empty space actually increases comprehension and directs attention to your most important content.

What Should Website Design Include for User Experience

User experience design determines whether visitors can actually accomplish their goals on your website or leave in frustration. What should website design include for exceptional UX? Begin with intuitive interface design where every element’s purpose is immediately obvious. Buttons should look clickable, links should be visually distinct, and interactive elements should respond to user actions with appropriate feedback. When visitors have to think about how to use your interface, you’ve already lost them.

Clear user journey mapping visualizes the paths visitors take from entry point to conversion. A prospective client researching your services should flow logically from homepage to service details to testimonials to contact form. Map out these journeys for different user types and ensure each step makes sense while providing off-ramps for those seeking different information. Remove friction points—confusing navigation, unclear next steps, or unnecessary form fields—that cause abandonment. Research shows that reducing friction in user journeys can increase conversions by 200-400%.

Logical information architecture organizes your content so visitors can find what they need without frustration. Structure your site with clear categories, intuitive labels using familiar terminology (not internal jargon), and a shallow hierarchy—ideally no more than three clicks from homepage to any content. Test your architecture with real users to uncover blind spots. What makes perfect sense to you internally may confuse outsiders completely.

Responsive layouts ensure your design works flawlessly on every device from large desktop monitors to compact smartphones. This isn’t optional—mobile devices account for over 60% of web traffic, and Google uses mobile-first indexing. Your layout should adapt gracefully, with elements rearranging, resizing, and repositioning to provide optimal experience regardless of screen size. Interactive elements and micro-interactions add polish and delight. Subtle animations when hovering over buttons, smooth transitions between pages, progress indicators on multi-step forms, and visual feedback when completing actions all contribute to an experience that feels refined and responsive rather than static and lifeless.

Essential Technical Components

Technical infrastructure forms the invisible foundation that either supports or sabotages everything else. What should website design include technically? An SSL certificate and HTTPS protocol are absolutely non-negotiable. SSL encrypts data transmitted between your site and visitors’ browsers, protecting sensitive information from interception. Beyond security, HTTPS is now a ranking factor for Google, and browsers actively warn users about non-HTTPS sites. SSL certificates are free through Let’s Encrypt, eliminating any excuse for operating without one.

Fast hosting infrastructure determines your site’s speed, uptime, and ability to handle traffic spikes. Cheap shared hosting might save money initially but costs you dearly through slow load times and frequent downtime. Invest in quality hosting with adequate resources, preferably with servers geographically close to your target audience. Managed WordPress hosting, cloud hosting, or VPS solutions provide better performance than basic shared hosting. Your hosting should include automatic backups, security monitoring, and responsive technical support.

Clean, optimized code structure affects both performance and maintainability. Well-written HTML, CSS, and JavaScript load faster and create fewer browser compatibility issues. Avoid bloated page builders that generate messy code, and minimize reliance on heavy plugins that slow your site. Valid, semantic HTML helps search engines understand your content while supporting accessibility. Regular code audits identify and eliminate redundancies, unused styles, and inefficiencies that accumulate over time.

Database architecture becomes critical for dynamic websites with user accounts, e-commerce functionality, or large content libraries. Proper database design ensures queries execute quickly and data remains organized and secure. Regular database optimization prevents slowdowns as your data grows. Content Management System (CMS) integration empowers you to update content without developer assistance. WordPress, Shopify, Webflow, or custom CMS solutions should be chosen based on your specific needs, technical capabilities, and growth plans. The right CMS makes website management straightforward; the wrong one creates ongoing frustration and bottlenecks.

Content and Communication Elements

Content is why visitors come to your website in the first place, yet it’s often treated as an afterthought during design. What should website design include content-wise? Compelling homepage copy that immediately communicates who you serve, what problems you solve, and why visitors should care. Your homepage has seconds to capture attention—use that time wisely with benefit-focused headlines, scannable subheadings, and concise paragraphs that guide visitors toward the next step.

Clear value propositions distinguish you from competitors by articulating your unique benefits. Don’t just describe what you do; explain the specific outcomes clients achieve by working with you. Generic claims like “quality service” or “affordable prices” say nothing. Specific value propositions like “reduce customer support tickets by 40% with our AI chatbot” or “get your website launched in 14 days, guaranteed” create concrete expectations and differentiation.

An about page with your brand story builds emotional connection and trust. Share your origin story, mission, values, and the people behind your business. Visitors want to know who they’re working with, especially for service businesses or products with personal components. Authentic storytelling that reveals your “why” resonates far more than corporate jargon. Services or products descriptions should focus on benefits over features, answering the crucial question “what’s in it for me?” Address pain points your offerings solve rather than just listing specifications.

Contact information and multiple communication methods remove barriers between you and potential customers. Display your phone number, email address, and physical location prominently—preferably in your header or footer so it’s accessible from every page. Offer multiple contact options since different people prefer different channels: contact forms for those who want asynchronous communication, phone numbers for those preferring direct conversation, live chat for immediate questions, and even SMS for mobile users. A blog or resource section establishes expertise, provides value before asking for anything, and generates SEO benefits through fresh, keyword-rich content. Regular publishing demonstrates industry knowledge while giving visitors reasons to return.

Navigation Systems and Site Structure

Navigation is the roadmap that guides visitors through your website, and poor navigation is among the top reasons users abandon sites. What should website design include for navigation? A primary navigation menu in your header with 5-7 clearly labeled main categories maximum. Beyond seven items, choice paralysis sets in and visitors struggle to decide where to click. Each menu item should use concrete, familiar labels—”Services” beats “What We Do,” and “Contact” is clearer than “Let’s Connect.” For sites with extensive content, mega menus displaying subcategories in organized columns work well.

Footer navigation provides a second opportunity to guide visitors toward important pages while offering quick access to information users typically seek there: contact details, privacy policy, sitemap, social media links, and key landing pages. A comprehensive footer can improve conversions by catching visitors who scroll to the bottom before leaving. Breadcrumb trails show users their current location within your site hierarchy (Home > Services > Web Design > Portfolio) and provide quick navigation back to parent pages. This proves especially valuable for e-commerce sites with deep category structures and content-heavy sites where users enter through search engines.

Internal linking strategy within your content helps visitors discover related information while distributing SEO value throughout your site. Strategic internal links can increase time on site by 50% or more by encouraging exploration. Link to relevant related content naturally within your text, and consider “related posts” or “you might also like” sections. Search functionality becomes essential once your site exceeds about 20 pages. A prominent search box with autocomplete suggestions helps visitors quickly find specific content without navigating multiple menus.

Both user-facing and XML sitemaps serve important purposes. A user-facing sitemap page lists all your main pages and categories, helping visitors understand your site’s full scope and find specific pages directly. An XML sitemap submitted to Google Search Console and Bing Webmaster Tools ensures search engines discover and index all your important pages. For guidance on creating effective navigation that follows industry best practices, reviewing the 5 golden rules of web design provides valuable context on foundational design principles.

What Should Website Design Include for Mobile Users

Mobile users now represent the majority of web traffic, making mobile optimization absolutely critical rather than optional. What should website design include for mobile? A mobile-responsive design framework using flexible grids, flexible images, and CSS media queries to automatically adapt your layout to any screen size. A three-column desktop layout should stack into a single column on mobile, navigation menus should collapse into hamburger icons, and font sizes should scale appropriately for smaller screens.

Touch-friendly interface elements accommodate fingers instead of mouse cursors. All buttons and links need sufficient size—minimum 44×44 pixels for touch targets—with adequate spacing to prevent accidental taps on adjacent elements. Hover states don’t exist on touchscreens, so any information revealed on desktop hover must be accessible through alternative means on mobile. Forms should trigger appropriate mobile keyboards: email inputs display the @ symbol, phone number inputs show numeric keypads, and date inputs open calendar pickers.

Simplified mobile navigation prioritizes the most important pages and actions while hiding secondary navigation behind clear menu structures. Consider which pages mobile users access most frequently and make those one-tap accessible. Mobile users are often on-the-go with specific intent—finding your phone number, checking hours, or looking up an address—so surface this information prominently. Mobile-optimized forms reduce friction by minimizing required fields, using large input fields, and leveraging autofill capabilities. Every additional form field on mobile dramatically increases abandonment rates.

Fast mobile load times are even more critical than desktop speed since mobile users often deal with slower cellular connections. Implement aggressive image optimization, lazy loading, and streamlined code specifically for mobile users. Progressive Web App (PWA) considerations can enhance mobile experience by enabling offline functionality, push notifications, and app-like interfaces without requiring actual app downloads. For businesses questioning whether they can build a website for free, platforms like Wix offer mobile-responsive templates, though limitations exist compared to custom development.

Conversion-Focused Design Elements

A beautiful website that fails to convert visitors into customers, leads, or subscribers wastes your investment. What should website design include for conversions? Strategic call-to-action buttons that use action-oriented, benefit-focused language positioned at natural decision points throughout your content. Instead of generic “Submit” or “Click Here,” use specific phrases like “Get Your Free Consultation,” “Start Your 14-Day Trial,” or “Download the Guide.” CTA buttons should contrast with your color scheme to grab attention while maintaining visual harmony.

Lead capture forms balance gathering necessary information with minimizing friction. Every additional form field decreases completion rates by approximately 11%, so ruthlessly eliminate fields that aren’t absolutely necessary at this stage. Ask only for information you need immediately—you can gather additional details later. Multi-step forms with progress indicators convert better than long single-page forms by making the process feel more manageable. Inline validation provides real-time feedback, allowing users to correct errors immediately rather than discovering problems after submission.

Landing page optimization creates focused experiences for specific traffic sources or campaigns. Unlike your homepage which serves multiple purposes, landing pages have singular objectives with all distractions removed. Dedicated landing pages for paid ads, email campaigns, or specific offers convert 2-5 times better than sending traffic to generic pages. Checkout process optimization for e-commerce sites can dramatically reduce cart abandonment. Offer guest checkout options, display trust badges near payment fields, show progress indicators for multi-step checkouts, and save cart contents for returning visitors.

Thank you pages confirm successful actions while providing next steps or additional offers. After form submission or purchase, redirect users to a page that confirms receipt, sets expectations for next steps, and potentially offers complementary content or products. Email subscription options strategically placed throughout your site—not just in footers—capture visitors who aren’t ready to purchase but want to stay connected. Live chat or chatbot integration provides immediate assistance to visitors with questions, often making the difference between conversion and abandonment. Proactive chat invitations triggered by time on page or exit intent can recapture leaving visitors.

Trust and Credibility Features

Trust signals address the natural skepticism visitors feel toward unfamiliar websites, especially when considering purchases or sharing personal information. What should website design include for credibility? Customer testimonials and reviews with photos, names, company affiliations, and specific results prove your claims through social proof. Generic testimonials like “great service” without attribution actually harm credibility. Specific testimonials describing particular problems solved and measurable outcomes achieved build genuine trust. Video testimonials carry even more weight than text.

Case studies and portfolio pieces provide detailed success stories that help prospects envision similar outcomes. Walk through the challenge, your approach, implementation process, and quantified results. Before-and-after comparisons, specific metrics, and client quotes create compelling narratives. For service businesses, case studies demonstrate expertise better than any self-promotion. For creative professionals, portfolio samples showcase your work quality directly.

Security badges and certifications near payment forms, contact forms, and checkout processes reduce anxiety about data security. Display recognizable trust seals from Norton, McAfee, or industry-specific certification bodies. Privacy policy and terms of service pages aren’t just legal requirements—they demonstrate transparency and professionalism. Your privacy policy should clearly explain data collection practices, usage, and protection measures in straightforward language, not just legal jargon.

About us and team information humanizes your business by showing the real people behind your brand. Photos and bios of team members, your company history, mission statement, and values create emotional connection. Visitors buy from people they know, like, and trust—so let them get to know you. Social proof indicators like client logos, media mentions, awards, industry affiliations, or impressive statistics (“Trusted by 10,000+ customers”) build authority. Professional credentials, certifications, education, and years of experience demonstrate expertise, especially for professional services where qualifications directly impact client outcomes.

Performance Optimization Components

Website performance directly impacts user experience, search rankings, and conversion rates. What should website design include for optimal performance? Image compression and optimization reduce file sizes without noticeable quality loss. Images typically account for 50-70% of page weight, making this the highest-impact optimization for most sites. Use tools like TinyPNG or ImageOptim to compress images, implement next-gen formats like WebP, and serve appropriately sized images based on device screen size using responsive image techniques.

Caching mechanisms store static versions of your pages and assets so returning visitors don’t need to download everything again. Browser caching, server-side caching, and application-level caching all contribute to faster load times. Properly configured caching can reduce load times by 50% or more for returning visitors. Content Delivery Networks (CDNs) like Cloudflare or Amazon CloudFront serve your content from servers geographically closest to each visitor, dramatically reducing latency especially for international audiences.

Minified CSS and JavaScript remove unnecessary characters, comments, and whitespace from code files, reducing file sizes by 30-50% without affecting functionality. Most modern build tools automate this process. Combine multiple CSS and JavaScript files into single files when possible to reduce HTTP requests. Lazy loading implementation delays loading images and other resources until they’re about to enter the viewport, dramatically improving initial page load times while preserving full content for users who scroll.

Database optimization becomes increasingly important as your site grows. Regular database cleanup removes unnecessary data like post revisions, spam comments, and transient options that accumulate over time. Optimize database tables, implement query caching, and ensure indexes are properly configured for frequently accessed data. Core Web Vitals optimization addresses Google’s official page speed metrics: Largest Contentful Paint (LCP) under 2.5 seconds, First Input Delay (FID) under 100 milliseconds, and Cumulative Layout Shift (CLS) under 0.1. These metrics directly impact search rankings and user experience.

Accessibility Features for Inclusive Design

Web accessibility ensures people with disabilities can use your website, expanding your potential audience while meeting legal requirements. What should website design include for accessibility? WCAG (Web Content Accessibility Guidelines) 2.1 Level AA compliance standards provide comprehensive accessibility criteria covering perceivable, operable, understandable, and robust design. Meeting these standards isn’t just about avoiding lawsuits—it’s about serving the approximately 15% of the global population with disabilities.

Alt text for all images provides descriptions that screen readers vocalize to blind users while also improving SEO. Effective alt text concisely describes image content and function: “red submit button” rather than just “button,” or “bar graph showing 40% revenue increase in Q3” rather than just “graph.” Decorative images that convey no information should have empty alt attributes (alt=””) so screen readers skip them. Keyboard navigation support ensures users who can’t use a mouse can still access all functionality using Tab, Enter, Shift+Tab, and arrow keys.

Screen reader compatibility requires semantic HTML that conveys structure and meaning. Proper heading hierarchy (H1, H2, H3 in logical order), landmark regions (header, nav, main, aside, footer), and descriptive link text help screen reader users navigate efficiently. Avoid “click here” links; instead use descriptive text like “download the accessibility guide.” ARIA (Accessible Rich Internet Applications) attributes enhance semantics for complex interactive elements that HTML alone can’t fully describe.

Color contrast ratios between text and background must meet minimum standards: 4.5:1 for normal text and 3:1 for large text. Low contrast makes content difficult or impossible to read for users with visual impairments. Tools like WebAIM’s Contrast Checker verify compliance. Never rely on color alone to convey information—use text labels, patterns, or icons as well. Accessible forms require explicit labels associated with inputs, clear error messages indicating what went wrong and how to fix it, and logical tab order. Skip navigation links allow keyboard users to bypass repetitive navigation menus and jump directly to main content.

SEO Components and Search Visibility

Search engine optimization ensures your website can be found by people searching for your products or services. What should website design include for SEO? Meta titles and descriptions for every page that incorporate relevant keywords while compelling clicks. Your meta title (50-60 characters) should start with your target keyword and include your brand name. Meta descriptions (150-160 characters) should summarize page content while encouraging clicks with clear value propositions or calls-to-action.

Header tag optimization (H1-H6) creates clear content hierarchy that helps both users and search engines understand your page structure. Each page should have exactly one H1 tag containing your primary keyword, with H2-H6 tags organizing subsections logically. Headers break up content for readability while signaling topic importance to search engines. Schema markup implementation provides structured data that helps search engines understand your content’s meaning and context, enabling rich snippets in search results. Implement appropriate schema types for your content: LocalBusiness for physical locations, Product for e-commerce, Article for blog posts, FAQ for question/answer content, and Review for testimonials.

XML sitemap submission to Google Search Console and Bing Webmaster Tools ensures search engines discover and index all your important pages. Update your sitemap automatically as you add new content. Robots.txt file controls which pages search engines can and cannot crawl, preventing indexing of admin areas, duplicate content, or pages under development while ensuring important pages remain accessible.

Optimized URL structure uses descriptive, keyword-rich URLs that clearly indicate page content: example.com/web-design-services is far better than example.com/page123 or example.com/services?id=456. Keep URLs concise, use hyphens to separate words, and avoid unnecessary parameters. Internal linking strategy with keyword-rich anchor text distributes SEO value throughout your site while helping search engines understand relationships between pages. Open Graph tags control how your pages appear when shared on social media platforms, with customizable titles, descriptions, and images that encourage social sharing and clicks.

Analytics and Tracking Elements

You can’t improve what you don’t measure, making analytics infrastructure essential for data-driven optimization. What should website design include for tracking? Google Analytics integration provides comprehensive free tracking of traffic sources, user behavior, and conversion paths. Implement Google Analytics 4 (GA4) with proper configuration including cross-domain tracking if you have multiple domains, enhanced measurement for scroll tracking and outbound links, and custom dimensions for additional insights specific to your business.

Conversion tracking setup measures completion of specific valuable actions: purchases, form submissions, phone calls, email signups, video plays, or downloads. Define goals in Analytics and tag conversion points with appropriate tracking codes. Use UTM parameters on all marketing campaigns to track which sources, mediums, and campaigns drive the most valuable traffic. This attribution data guides budget allocation toward highest-performing channels.

Heatmap tools like Hotjar, Crazy Egg, or Microsoft Clarity visualize where users click, how far they scroll, and which elements attract attention versus being ignored. Heatmaps reveal usability issues that raw analytics data can’t capture, showing which CTAs get clicked, which content gets read, and where users experience confusion. User behavior tracking through session recordings shows actual visitor interactions—watching recordings reveals friction points, confusing elements, and opportunities for improvement that data alone misses.

Goal and event tracking in Analytics measures micro-conversions and engagement actions beyond final conversions. Track clicks on specific buttons, time spent on key pages, scroll depth, file downloads, or interactions with interactive elements. This granular data reveals where users engage and disengage. A/B testing capabilities allow systematic experimentation with headlines, CTAs, layouts, and other elements to continually improve conversion rates. Performance monitoring tools track uptime, load times, and technical errors, alerting you to problems before they significantly impact user experience or revenue.

Legal and Compliance Components

Legal and compliance elements protect both your business and your visitors while meeting regulatory requirements. What should website design include legally? Cookie consent banners that comply with GDPR, CCPA, and other privacy regulations by obtaining explicit consent before placing cookies. Your banner must offer genuine choice, not just a dismiss button, and allow users to customize which cookie categories they accept. Maintain detailed records of consent for compliance documentation.

GDPR compliance features for any site accessible to European users include clear privacy notices before data collection, easy mechanisms for users to access, correct, or delete their personal data, and data processing agreements with third-party services. GDPR violations can result in fines up to €20 million or 4% of annual revenue, whichever is higher. Privacy policy pages clearly explain what data you collect, how you use it, who you share it with, how long you retain it, and users’ rights regarding their data. Use plain language rather than just legal jargon so users actually understand your practices.

Terms and conditions outline the rules governing use of your website, limiting your liability and establishing user responsibilities. For e-commerce sites, include return policies, shipping terms, payment terms, and dispute resolution procedures. Copyright notices protect your original content, images, and intellectual property. Display copyright symbol, year, and owner name in your footer, and consider registering particularly valuable content with the U.S. Copyright Office for enhanced legal protection.

Accessibility statements demonstrate commitment to inclusive design and show you’re addressing accessibility proactively. Detail your accessibility features, conformance level (WCAG 2.1 Level A, AA, or AAA), known limitations, and contact information for users who encounter barriers. Data protection measures beyond basic compliance include security practices that protect user data, breach notification procedures, and documentation of your data processing activities. Transparent security practices build trust while meeting growing regulatory requirements across jurisdictions.

Conclusion

Understanding what should website design include requires recognizing that effective websites are complete ecosystems where visual, technical, content, and strategic elements work together synergistically. The 15 essential components we’ve explored—core visual elements, user experience design, technical infrastructure, content and communication, navigation systems, mobile optimization, conversion elements, trust signals, performance optimization, accessibility features, SEO components, analytics tracking, and legal compliance—each contribute irreplaceable value to your overall success.

What should website design include ultimately depends on your specific business goals, target audience, and industry requirements, but these foundational elements apply universally. A website missing any of these components operates at a disadvantage, leaving opportunities on the table and potentially driving away visitors who might have become customers. The most successful websites evolve continuously, with businesses regularly auditing their sites against comprehensive checklists to identify gaps and opportunities for enhancement.

Take action by conducting a thorough audit of your current website against these 15 components. Create a prioritized list of missing or underperforming elements, then systematically address each one. Quick wins like adding trust badges or optimizing meta descriptions can yield immediate improvements, while larger initiatives like performance optimization or accessibility compliance require more investment but deliver substantial long-term returns. Remember that website design isn’t a one-time project but an ongoing commitment to meeting user needs and business objectives through continuous refinement and optimization.

Ready to ensure your website includes all essential components? Begin by identifying your most critical gaps—those missing elements most likely impacting your conversion rates, search rankings, or user satisfaction. Whether you’re building a new site or enhancing an existing one, this comprehensive framework provides the roadmap for creating a complete, high-performing web presence that achieves measurable business results and delivers exceptional user experiences that keep visitors coming back.