When I hear people talking about the best marketing websites I always think it begins with visual design. Of course, a clean layout, great images, effective use of animation, modern typography and so on help but I think there is a lot more to a great marketing website than that.
The best websites tend to be those that make their business absolutely clear.
You arrive at the home page and within seconds you know who they work for, what problem they solve and what the next step is. If it takes the user dozens of pages to find out what the real offer is then even the most beautiful website can fall down. The best websites are also strong because of the way they use content. Rather than just stuffing their pages with bland marketing flannel they instead use well written copy, show their work through case studies, examples and guides and demonstrate their knowledge through their results and their methodologies.
Good website navigation also plays an important role.
Good design isn't just about how something looks, it's also about how the flow takes you from the home page through services, work, downloads and resources and eventually to a contact page. Then there's performance; a good website that takes too long to load or doesn't work well on a smartphone can set visitors away in a flash. And good design is all the better if the website is search friendly, accessible and well structured.
For me the best marketing websites are those where everything is connected and the design, structure and content all seem to work together as one. They look great but at the same time they help to answer questions, instill confidence and aid the visitor to take the right next step. After all, a website can't just be a glorified brochure.
Done properly it should be one of the organisation's most profitable marketing assets.

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