7 Ways to Improve the User Experience of Your Website
As a small business owner or marketing manager, you know that your website is often the first impression potential clients have of your business. Whether you’re running a law firm, an HVAC service, a landscaping company, or a multi-location accounting firm, your website needs to make a great first impression and be easy to use.
But here’s the thing: you’re busy running your business, and you don’t have time to become a web design expert. The good news? You don’t have to. By focusing on a few key areas, you can significantly improve your website’s user experience (UX) without needing a degree in computer science.
Let’s dive into seven practical ways you can make your website more user-friendly, which can lead to more inquiries, more clients, and ultimately, more revenue for your business.
1 Speed Up Your Website
Have you ever left a website because it took too long to load? Your potential clients feel the same way. A slow website is like a slow cashier – it frustrates people and makes them want to go elsewhere. Run your website through the Google PageSpeed Insights tool to get an idea of how you’re doing.
The report will first give you a mobile speed, which you want the “Speed Index” number below 5, then you’ll have a tab for Desktop, and you want that speed index under 2. Don’t get too caught up in this tool – there are a lot of numbers and colors, and all that really matters is the total website load time. The mobile speed is always slower because the tool emulates a slow mobile connection, so don’t get too upset if that’s not great.
Here are some easy ways to speed up your site:
- Optimize your images: Large images are often the culprit behind slow websites. Use a free tool like TinyPNG to compress your images before uploading them to your site.
- Use a good hosting service: A reliable hosting service can significantly improve your site's speed. It might cost a bit more, but it's worth it for the improved performance.
- Minimize pop-ups and auto-play videos: These can slow down your site and annoy visitors. Use them sparingly, if at all.
2 Ensure Your Website is Truly Mobile-Friendly
These days, more people are accessing websites on their phones than on computers. It’s not enough to assume your website looks good on mobile – you need to test it yourself.
Here’s what you can do:
- Use a responsive design: This means your website automatically adjusts to look good on any screen size. Most modern website builders offer responsive templates.
- Test on your actual phone: Don't just rely on your computer's mobile preview. Pull out your phone and go through your entire website. Is everything easy to read? Can you navigate without zooming? Are buttons easy to tap?
- Test on different devices: If possible, check your site on both iOS and Android devices, and on tablets too. Each can display your site slightly differently.
Remember, your mobile site isn’t just a shrunken version of your desktop site. It needs to be tailored for the mobile experience.
3 Create Clear, Robust Service Pages
Your website visitors need to understand exactly what you offer. Vague or incomplete information about your services can drive potential clients away.
Here’s how to create effective service pages:
- Dedicate a page to each core service: If you're a landscaper, have separate pages for lawn care, tree services, hardscaping, etc.
- Be comprehensive: Include all the details a potential client might want to know. What does the service involve? How long does it typically take? What are the benefits?
- Use clear, jargon-free language: Explain your services in terms your clients will understand.
- Include calls-to-action: Make it easy for visitors to take the next step, whether that's requesting a quote or scheduling a consultation.
4 Make Your Website Accessible to Everyone
Making your website accessible isn’t just good for business – it’s the right thing to do. Plus, it’s not as complicated as you might think.
Here are some easy ways to improve accessibility:
- Use clear, readable fonts: Fancy fonts might look nice, but they can be hard to read. Stick to clean, simple fonts.
- Ensure good color contrast: Make sure your text stands out clearly against its background.
- Add alt text to images: This helps people who use screen readers understand what's in the image.
- Make sure your site can be navigated by keyboard: Some users can't use a mouse, so test your site using just your keyboard.
Read More: Understanding ADA Compliance
5 Create Intuitive Navigation for Both Desktop and Mobile
If visitors can’t find what they’re looking for on your site, they’ll leave. Simple, intuitive navigation is key to keeping them around.
Try these navigation best practices:
- Use clear menu labels: Instead of "Solutions," say "Our Services." Be specific and use language your clients understand.
- Include a search function: This helps visitors quickly find exactly what they're looking for.
- Test your mobile menu thoroughly: Make sure your menu is easy to find and use on mobile devices. Can you access all pages easily? Is the drop-down menu (if you have one) easy to use with your thumb?
- Keep your mobile menu simple: On a small screen, a complicated menu is hard to navigate. Stick to the essentials.
- Add a clear call-to-action on each page: Whether it's "Contact Us," "Get a Quote," or "Schedule a Consultation," make it obvious what you want visitors to do next.
6 Use Data to Guide Improvements
You don’t need to be a data scientist to use website analytics. Even basic data can give you valuable insights into how people are using your site.
Here’s what to look at:
- Popular pages: What pages are people visiting most? Make sure these are easy to find from your homepage.
- Time on site: If people are leaving quickly, your content might not be engaging enough.
- Conversion rate: How many visitors are taking the action you want (like filling out a contact form)? If this number is low, you might need to make your call-to-action more prominent.
- Mobile vs. desktop usage: Are most of your visitors on mobile or desktop? This can help you prioritize your optimization efforts.
Many website platforms have built-in analytics, or you can use a free tool like Google Analytics.
Read More: KPIs to Track SEO Performance in 2024
7 Organize Your Content Effectively
Good content organization helps visitors quickly find the information they need.
Here are some tips:
- Put your most important information "above the fold": This means it's visible without scrolling.
- Use headers and subheaders: These break up your content and make it easier to scan.
- Keep paragraphs short: Long blocks of text can be overwhelming. Aim for 2-3 sentences per paragraph.
- Use bullet points for lists: They're easier to read than long sentences.
- Create a logical flow: Organize your content in a way that naturally leads visitors through your site, from learning about your services to taking action.
Conclusion
Improving your website’s user experience doesn’t have to be complicated or time-consuming. By implementing these seven practical strategies, you can create a website that’s not only more user-friendly but also more effective at converting visitors into clients.
Remember, your website is often your first point of contact with potential clients. By making it fast, truly mobile-friendly, clear about your services, accessible, easy to navigate, data-informed, and well-organized, you’re setting a great first impression that can lead to long-lasting client relationships.
Ready to take your website to the next level? Start with one or two of these strategies and see how they impact your site’s performance. Your future clients (and your bottom line) will thank you!
Need help implementing these strategies? Contact WT Digital today for a free website audit and personalized improvement plan.
About the Author
Kevin Bossons
Senior Digital Strategist
With over 15 years of experience in digital marketing and search engine optimization, Kevin has grown from an SEO contractor to Senior Digital Strategist at WT Digital Agency.