This undergraduate dissertation analyzes the most important components of a website that affect its quality and visitor behaviour on the website and explains the factors that affect competitive advantage and how to take advantage of them. The importance of understanding each factor in order to maximize the performance of the economic entity is shown. The main chapters begin with the general benefits of a website and how to increase credibility, and then more advanced factors are explained, such as the role of analytics and what it can tell us. Furthermore, the very confusing difference between UI and UX is explained and their role on the website as well as the role of SEO as a direct way to increase web traffic. At the end, the synthesis of the analysis is stated, the role of the website in the digital age is emphasized, and the hypothesis of the undergraduate dissertation is proven. The undergraduate dissertation uses visually intense and easy to understand images that show practical examples of what is being talked about.