Whether you’re launching a new project or just making sure your organization is keeping up with the changing times, you need to have a web site — you might as well make sure it’s doing its job well. As the internet and mobile systems evolve, it can be challenging to stay on top of best practices. Below are the seven most important features of a good web site — some are small tweaks that can likely be done within your existing web management tool; others may require a more intense overhaul.

1. Mobile compatibility

Almost one-third of all web content is now viewed on mobile devices like cell phones and tablets, and over half of the time spent online is via mobile devices…and those numbers are only expected to rise. If you haven’t already, it’s a crucial time to ask the basic question: Does your web site work on mobile? Can visitors access the menus, read the type, and see the content clearly? Are pages lightweight enough that images load quickly and web elements resize dynamically? On a more foundational level, make sure to go through and streamline content with an eye towards small screens — web visitors don’t have the patience or screen capacity for long, dense blocks of text, so avoid those wherever possible.

2. Social sharing

With tools like Facebook, Twitter, Instagram, Tumblr, Pinterest and other social networks (including email!) claiming more and more of our daily screen time, it’s vital that your fans can share your content easily and that your content is designed to post cleanly to social media sites. Social networking sites are a large and growing percentage of traffic to web sites — make it easy for fans of your work to tell their friends about you!

3. Good content

As with anything else, the key to a good outcome is having a good product. If the content on your web site is boring, wonky and overly technical, confusing, or outdated, visitors will simply look elsewhere. To make sure users stay on your site when they find it, and keep coming back for more in the future, the content itself must be current, interesting, well-written, and compelling. There is simply no substitute for good content.

This is a bad web site.

4. Good design

First impressions matter. Putting your carefully crafted content into a format that reflects the professionalism, playful spirit, inspiring vision, or dependability of your organization is a key component of how you will be perceived. Visitors will quickly discount information in a format that makes it look dated or untrustworthy — even if the information itself is current and relevant to their interests — and they won’t waste their time on a site that makes it difficult to read or access the information they’re looking for.

5. Clean structure

So you’ve punched up your copy to make it compelling and easy to understand and invested in clean, contemporary design…but can site visitors find what they’re looking for? All web design should be founded upon a simple and inviting user experience, enabling visitors to easily locate information and engage with your organization. Consistency and usability are the guiding principles for any design process. Overly-complicated menus, conflicting or absent hierarchies, and lack of underlying structure will show through when visitors actually engage with your site. Frustrating someone who wants to join your cause or contribute to your campaign is bad business.

6. SEO