What should a website design include?

A good website design includes: clear positioning (what you do and who it is for), a navigation structure that matches intent, a consistent design system (type, color, spacing, components), trust signals (testimonials, work, stats), and a clear call-to-action. It should also include technical fundamentals: responsive layouts, accessibility, fast media, and clean SEO structure (headings, internal links, canonicals, schema where relevant). If a site looks good but is slow, confusing, or hard to contact, it is not doing its job.