What is a good website, really? Everybody has a different opinion on that question – and the answer also depends on what you need from your website. Because in my opinion, a website is only good, wenn it does what it’s supposed to do. So let’s look at some examples for good websites, shall we? 😉
A good website can take many shapes and forms: as long as it reaches your goals, any website can be good, really. A complex experience website like the one from Daylight Computer can be just as good as a simple onepager like EB Installationen or the thai take-away SIAM – because sometimes that’s all you need.
There are, however, three things that any websites needs in this day and age, and those are:
- Search engine optimization
- Personality
- Clarity
Which of these three plays the biggest role in a website can vary and should be decided individually for each website.
For example: if your offering is super complex, clarity should be the first item on your must-have list. After all, your customers have to understand your offer, to buy it. If, on the other hand, you’re working in an area with tons and tons of competitors, personality might be your ultimate USP.
Search engine optimization, however, is something that any websites needs, so you should always work with that in mind when you’re building your website. Obviously some topics are better suited for search engine optimization than others, but it’s important for any modern website, and apart from technical requirements, SEO copy is one of the most important success factors for SEO. And that’s exactly the reason why copy is one of the main things we’ll look at in the following examples for good websites. 🙂
Ready to dive in? Let’s go!
Good website example #1 – Wolkenlos Kosmetik
Wolkenlos Kosmetik is an Austrian beauty brand that got a new website in 2026 – and that one turned out really great! 😉
The website is brimming with personality, and thanks to the design and the copy being created together, it’s a well-rounded experience where everything is perfectly aligned. And that’s despite the fact that search engine optimization plays a vital role for Wolkenlos Kosmetik.
Right from the start, however, the whole website team decided that we can’t sacrifice personality for the sake of SEO because personality is such an important factor in ensuring a small label such as Wolkenlos Kosmetik stands out from the masses. So if you think endless lists, keyword stuffing, and copy nobody would ever want to read when you hear SEO texts, think again – Wolkenlos Kosmetik impressively shows that there’s a better way. Because SEO texts can be really nice when they’re created with a little love.
And because I’m really proud of how good this particular website turned out, it’s now one of my favourite examples for what SEO copy done right can be, and for how cool a website can be when text and design go hand in hand.
Good website example #2 – Smartshots²︎
The website(s) for Smartshots were a particularly cool project I worked on in 2026. The Austrian photographer Patrick Hofer has been working as a business photographer with the brand name Smartshots for a couple of years now, and it was time for a website update. And with that, he also hired us to create a second website for his new B2C brand Smartshots People.
These two brands are a perfect example of how a brand’s personality and the way it communicates change, when its target audience changes. The focus of Patrick’s work is always personality – but the way this key element is communicated and advertised is completely different for these two brands.
So if you’d like to know how Smartshots and Smartshots People differ in their communication and the way they show up, check out this comparative study. It’s well worth your while, promised. 😉
Good website example #4 – Innovia Natura
Another example for a really good website is Innovia Natura, which is a project I worked on in 2025.
It had quite a few challenges for us because Innovia Natura and the company’s offering are quite complex and extensive. That’s why, apart from search engine optimization, one of the most important tasks was to simplify the complexity of Innovia Natura for the new website. We had to find a way to include all the relevant info without confusing website visitors – and let me tell you, that was no easy feat. 😅
If you want to know how we made text and design work together to clearly communicate Innovia Natura’s offering, check out this case study.
