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Six steps to ensure a positive user experience on your website

AdobeStock_422136062   Complete Online

User experience is how your website works for visitors. A great user experience will likely mean visitors will stay on your site, trust your business and hopefully make a purchase. A poor user experience can lead to visitors leaving your site and choosing to use a competitor instead. 

Tom Smith, managing director of Complete, an award-winning UK digital marketing agency based in Lancashire, offers six easy steps to ensure a positive user experience on your website.

What is user experience? 

Your user experience is a very important aspect of your website. You may find that user experience is also referred to as ‘UX design’. If you’re planning a new website created, it’s very important that you chat with the developers about your user experience. 

A great website design agency will ensure that your website follows all of the crucial aspects of a positive user experience. 

Here are some tips to ensure a positive user experience on your website:

1.    Improve your website’s speed

You’ll know from your own experience of using websites that speed is important. Consumers are busy, which means you don’t have long to impress them. If your website takes a long time to load, you’re going to find users are leaving your site often. 

There are many ways that you can improve your website’s speed, such as by optimising content and adjusting loading methods. 

2.    Create a journey through your site 

Users often visit websites knowing exactly what they want to find. With that in mind, you need to make it easy for them. There are various ways that you can create a good journey through your site. Here are some suggestions. 

•    Use a clear navigation 
•    Utilise relevant page titles 
•    Create effective calls to action
•    Implement a strong internal linking strategy

3.    Consider text layout 

When it comes to web design, there’s not much less appealing than huge blocks of text. This is a common reason why users will leave a site and not engage with its content. Instead of adding paragraphs and paragraphs, consider other ways that you can lay the text out. 

One option is to utilise bullet points. This will make the information easier for users to process. 

Additionally, use headings. Headings make it easier for users to scan the page to find what they are interested in. Headings are also an important aspect of your search engine optimisation – choose them wisely. 

4.    Add various content types 

Following on from the advice of not including stacks of text, you should consider a range of content types. Images play a significant role in keeping users engaged, so you should ensure that they are relevant to your products and or services. 

Video content has also grown in popularity in recent years, so it’s a good idea to include this too. You might choose to create videos highlighting your brand story, sales, new products and more. 

5.    Ensure your site is responsive 

It’s so important to ensure that your website is responsive and mobile-friendly. This means that your website features and layout will adjust depending on the screen size on which they are being displayed on. 

Failing to ensure that your site is mobile and desktop-friendly will lead to more people leaving your site – which is certainly not what you want. 

6.    Utilise links 

We’ve already mentioned the importance of building an internal linking strategy on your site, but there’s more to it than that. Links can help users to find information that may be relevant to them and their queries. 

For a successful linking strategy, ensure that your website links are easy for visitors to see. You may choose to underline links or even change the colour of linked phrases. You need to make things easy for your website visitors. 

And don’t forget… be consistent 

When it comes to website design and digital marketing, you need to be consistent. Ensure that you use a relevant colour scheme on your website and that it is used consistently across other platforms, such as social media. 

Many businesses choose to utilise their brand colours as part of their colour scheme, while others may choose contrasting colours. In addition to colours, you need to consider fonts and your tone of voice. 

Do you need support with your user experience? Contact our friendly team – we’re more than happy to help! 

About the contributor

Tom Smith Complete Online headshot

Tom Smith is the managing director of Complete and Complete Dubai, both full-service marketing agencies. Tom is an expert in website design, SEO, lead generation and paid ads. He’s passionate about supporting businesses with their online growth.

Complete offers a wide range of digital marketing services, including website design, eCommerce, SEO, PPC management, social media marketing, graphic design and more. Its team supports businesses of all sizes across a range of industries.

Complete is a member of Boost & Co, which includes additional public and private sector organisations that can help businesses grow.

Boost is helping Lancashire businesses thrive.
We have a range of funded support programmes and a team of business advisers you can talk to.
To speak to someone from the Growth Hub about business support, contact Boost online or call 0800 488 0057.


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