How to design and develop an effective website

What are the steps to design a site that works? Features, functions and requirements that decree the success or the failure of a website. Custom user center design or simple template? We will talk about web design trends and case studies of SMEs and big brands, that have increased their sales by improving their website. We will see an overview of useful tools (Google Analytics and Hotjar) to analyze performance and understand the UX/UI/CRO gaps.