Digital Marketing Websites

How to Improve Website User Experience

How to improve the user experience of the site
Written by publishing team

Your website is your 24 hour salesperson and the foundation for all of your digital marketing efforts. It must be as effective as it can be. This business tool has powerful effects on your business if built correctly. It can help you increase sales, build brand awareness, and educate visitors on how to help them. If your current website is not achieving these goals, you may need to improve its user experience.

What is the site user experience?

A website’s user experience, or UX, is the impression made by a person who has visited your website. Did they easily find what they were looking for and leave feeling like you helped them out? Or did they leave quickly because your site is disorganized, slow or annoying with a lot of moving parts?

The goal of creating a high-quality user experience is to ensure that your website meets their expectations and that users find value in what you offer them. You want to make the time a visitor spends on your website as useful and valuable as possible.

According to Usability.gov, for there to be a meaningful and valuable user experience, the information must be:

  • usefulIs your content relevant and useful to the visitor?
  • UsableDoes your website make it easy for users to access what they need?
  • desirable: Does your website consistently showcase your brand and attract a visitor?
  • can be found: Can visitors easily find what they came to look for? Can search engines access content that can be indexed to make it easier for searchers to find it?
  • can reach: Does your website work for people with disabilities?
  • ReasonableIs your website instilling confidence in your brand?

Although each of these is important on its own, together they create a website that can cater to a wide community of people.

Tips for creating a positive user experience

Make sure your website is responsive and mobile compatible

I’m surprised I have to say this anymore, but providing a high-quality mobile experience is no longer an option. With most people now using their mobile devices to search the web, the experience they provide on their mobile phone is more important than ever.

Your website should work flawlessly from a mobile device. Just because something looks great on a desktop, it might not work well on a smartphone. Remove unnecessary items, simplify the menu, make buttons big and clicking links easy. Make sure your website is tested on all devices. There are Chrome and Firefox developer tools that turn your desktop into a mobile viewport so you can see how your site looks on different mobile devices.

Besides the human user experience, how your website performs on a mobile device will affect your visibility in search engine results. Google indexes all websites using the mobile first index. Your website design should start with the mobile experience and extend to the desktop, not the other way around.

Maintain the layout of your web page

Plan your website design and page layout elements in advance and stick to them. Inconsistent fonts, colors, and page layouts can be distracting. Other design elements like hyperlinks, buttons, and social icons also need consistency. If a visitor spends more time wondering why pages keep changing or if bold text is a link, they will feel confused and frustrated. Stay true to your brand identity.

Create a clear and concise navigation

Your website navigation is the table of contents for your website. The structure of your website should be simple and important information should be easy to find.

  • Avoid having a navigation of more than two levels and limit the options to avoid burnout.
  • Keep all pages at the top level and only use sub pages on rare occasions.
  • Don’t make it hard to figure out what the page is in the navigation. Use common titles for pages such as about, contact, or service area. Navigation titles can differ from the actual page titles.

Make your content scanable

Nobody likes to read text. And no one has time to read everything written word for word. Therefore, writing your content so that visitors can scan it for interesting elements will help them:

  • Get the information they need
  • Stay on your website for longer
  • Get a better impression of you.

Making your content scanable is easy.

  • Add more white space. White space is one of the most efficient design elements you can add to your website. It makes your website look modern, open and attractive. It draws the visitor’s attention to the most important content while making your content more visible.
  • Use bullets to help the reader scan quickly. Lead draws your attention to the content. Using lead also forces you to organize your thoughts more clearly.
  • Use headings to organize your content hierarchy. Learn how to use appropriate headings in your content instead of just plain bold text. WordPress makes it easy for you to specify the address block with multiple options (h1, h2, h3, etc.).
  • Highlight the important text. formatted in in bold or Diagonal Easy to find. But use highlighting important keywords or phrases that send the message quickly.

Improve website performance

Patience is a virtue except when browsing the web. If your website loads slowly, visitors will most likely leave before the page is fully loaded. It won’t give you a chance to get to know who you are and how you can help. And you may never get that chance again.

Sometimes inexperienced website designers or developers build what is beautiful, not what works well and helps grow your business. Additionally, if you are using a WordPress theme that includes features that you don’t need, it can slow down your website significantly. Use a lightweight framework like GeneratePress for your theme and add only the features you need.

Some things to watch out for that may affect your page speed include:

  • Pictures that have not been resized or compressed. Many people upload photos directly from their mobile devices. It can be several megabytes in size and will require loads of resources to load.
  • Embedded videos. Sometimes you need to embed a video, but try uploading it to a video platform and embedding it from there.
  • Poorly coded or unnecessary plugins. Extras are a great thing but like everything, you don’t want too much of a good thing. Limit your use of plugins to those you absolutely need.
  • Popups, overlays, or a lot of ads. You want your calls to action to stand out, but remember that popups can get your mobile site penalized. If you need to include ads to monetize your website, be reasonable with the number of ads you include, especially above the fold.
  • Inappropriate web hosting server. Purchase a hosting account from a company that understands WordPress needs.

Users expect websites to load quickly. When that doesn’t happen, they usually bounce off the site to your competition.

Check your website for broken links

While your website is not penalized with broken links and 404 errors, visitors will get frustrated when a page is lost or links are broken. When a user clicks on a link, they expect to find the information they are looking for. Getting a generic 404 error page will cause them to leave.

Broken links occur. Perform a website audit or use Google Search Console to find and fix them regularly. Also edit your 404 page to provide at least the list of blog posts or page sitemap available to them. They may find something else that interests them.

Simplify your message and your content

You can make all of the above updates to your site and continue to provide a less valuable user experience. Your message should tell your audience clearly and simply what you do and how you can help them. One of the biggest website design mistakes small businesses make is making their homepage revolve around them, not the audience they are trying to attract.

Spend some time working on your letter. Then make sure that your home page conveys this message to the visitor. You want to make them feel that you fully understand them and their needs. If you get their attention, they will go to the About page to find out more about you.

Make a good impression from the start

It’s important to make a good first impression when a new user visits your site. Your website should impress them with speed, content and design. They should know right away what you are up to and that you will be able to meet their interests and needs.

If you are considering updating a website to help improve the user experience, be sure to identify what your audience wants or needs. What content visitors will be looking for and how easy it is to find this information. Understand your audience and give them a fast, rewarding and smooth user experience that will keep them coming back.


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publishing team