Website outcomes beat everything

The 2025 Australian Web Awards finalists will be announced tomorrow.

I judged the Design category again this year. At this stage of my career I’ve judged hundreds of websites on design merit, and again I was shocked at the lack of commercial impact mentioned in award entries. Just a couple of entries out of dozens even mentioned any type of commercial impact at all. Lots of talk about design systems and ‘website engagement is up’. Not enough talk about what matters.

Ultimately, the job of a website is to deliver business value. It needs to convert leads, convert sales, or otherwise directly and positively impact the bottom line. This is the primary objective; it’s the main reason that brands hire us to design, build and manage their sites. Brands generally aren’t in it for the craft and the feels.

Judging is based on set criteria, and along with formal judging criteria there are well established website design principles and conversion rate best practices that many of us are ‘checking off’ when evaluating a website for its design sensibilities and effectiveness. It’s clear pretty quickly whether a site is a conversion machine or not.

What can’t be assumed, though, is the exact commercial impact of a website. What has it delivered in increased sales and conversions? In my view, this is the opening sentence of an award entry, case study, portfolio item, or any other summary of work. e.g.:

This isn’t just an example. It’s an outcome achieved by my agency Astronaut from a relatively high base. It’s the type of commercial outcome you need and should lead with. No matter who you’re selling to – judges, prospects, investors, or anyone else – website design outcomes beat everything. Put them front and centre.