Why You Should Optimise Your Website’s User Experience

14th Jun 2024

Why You Should Optimise Your Website’s User Experience

The user experience (UX) on a website is incredibly important as it’s the primary touchpoint between a business and its customers. A website serves as the virtual storefront, influencing perceptions, driving engagement, and ultimately, driving sales. Below we have outlined the main reasons you should be prioritising UX on your website for business growth and success.

First Impressions Matter

Your website is often the first interaction your potential customers have with your brand. A well-designed website can create a great first impression, while a poorly designed one can drive visitors away. As we all know, the first few seconds of using a website will determine whether you stay on the site. If it’s slow to load, difficult to navigate and confusing, who wants to stick around for that? Having an easy-to-use, professional, and user-friendly design is of the utmost importance if you want users to stay on your site and come back in the future.


The Bakers Garden Building website, built by Storm12 


Enhances User Engagement

A website that offers a smooth and enjoyable experience encourages visitors to stay longer, explore more, and engage with your content. This increased engagement can lead to higher conversion rates. Features such as easy navigation, fast loading times, and relevant, high-quality content keep users interested and satisfied. Interactive elements like chatbots, personalised recommendations, and user-friendly forms can further enhance engagement by providing a more tailored experience.


Aaron Russell's website, built by Storm12 


Builds Trust and Credibility

Trust is a cornerstone of customer loyalty and long-term relationships. A well-designed website that’s easy to navigate and provides useful information helps build trust with your audience. Clear calls to action, secure payment gateways, and accessible customer service options also contribute to a sense of credibility. By prioritising UX, businesses can create a trustworthy online presence that reassures visitors they are in good hands.



Improves Accessibility

A website that considers the needs of all users, including those with disabilities, not only broadens your audience but also demonstrates that you care about your visitors. Implementing features such as alt text for images, keyboard-friendly navigation, and screen reader compatibility ensures that your website is usable by everyone. This inclusivity can enhance the overall user experience, showing that your business values every potential customer. To check the accessibility of your own site, there’s a free tool here: WAVE Web Accessibility Evalutaion tool. 



Boosts SEO and Organic Traffic

Search engines like Google prioritise websites that offer a good user experience. Factors such as page load speed, mobile-friendliness, and low bounce rates are all taken into account when ranking websites. By improving these aspects of your website, you can boost your search engine rankings and attract more organic traffic. High-quality content that answers users' queries and provides real value further enhances SEO efforts, making your website more visible and accessible to a wider audience. You can easily check whether your site has got things right using Google’s Page Speed Insights tool.  



Allows For Customer Feedback

A website optimised for UX can serve as a valuable tool for gathering customer feedback. Features such as surveys, feedback forms, and review sections allow businesses to collect insights directly from their users. This feedback is vital when it comes to understanding customer needs, identifying pain points, and making informed improvements to your website and overall business strategy. 



Drives Sales and Revenue

Ultimately, a great customer experience on your website results in higher sales and revenue. By ensuring that visitors can enjoy using your website, businesses can drive conversions and encourage repeat purchases. Satisfied customers are also more likely to recommend your brand to others, further expanding your reach and potential market.


Gatwick Diamond Business's website, built by Storm12


The importance of customer experience on a website extends beyond mere aesthetics. It encompasses the entire journey a user takes, from the moment they land on your site to their interactions and eventual conversion. By prioritising UX, businesses can create a positive, engaging, and trustworthy online presence that not only attracts but also retains customers, driving long-term success and growth. 


Investing in UX is not just about staying competitive, it’s about building lasting relationships with your customers.


For more information on optimising your website, click here.   


Or contact us to find out what we can do to enhance your website’s user experience. 

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