By Callum Macrae, Marketing Director
You’ve probably got a decent website. It lists your services, shows off the team, and has a shiny contact page.
Job done, right? Maybe not.
Because if people can’t find that information quickly and easily… they’re not sticking around.
That’s where UX comes in.
What is UX?
UX, or user experience, is the way someone interacts with your website and how they feel while they’re doing it.
That includes everything from the time it takes your homepage to load, to how easy it is to find the ‘Contact’ button, to how straightforward your content is to navigate.
Good UX makes it easy for people to move around your site and take your desired actions.
Poor UX causes friction, slows users down, introduces confusion, and leads to frustration, which, more often than not, ends in them leaving your site altogether.
If your website analytics shows a higher rate of bounce and a short amount of time on key pages, these can be clear indicators of an issue with your website.
Why is UX important?
First impressions count and these days, that first impression is often digital.
According to Forrester, every £1 invested in UX brings £100 in return.
Meanwhile, HubSpot reports that 76 per cent of users say the most important factor in a website’s design is how easy it is to find what they want.
In other words, even if your content is spot on, the user experience of your website could still get in the way of conversion.
From a marketing perspective, UX directly influences bounce rates, time on page, enquiry levels and overall conversion.
It’s a technical concern as well as a strategic one when you look at it this way.
How can you improve your UX?
Start by putting yourself in your users’ shoes. Ask yourself:
- Can someone unfamiliar with your firm find the information they need in two or three clicks?
- Is the site easy to use on a mobile?
- Does every page have a clear purpose and next step?
- Are loading times fast enough?
- Is the language simple, clear and human?
A UX audit – either in-house or via a specialist – can help uncover friction points and opportunities.
For example, we use detailed analytics tools, such as heatmapping, that can show you where people are clicking, where they’re hesitating, and where they’re dropping off.
You don’t necessarily need a full redesign.
Often, small changes like clearer headings, a more intuitive menu, or a shorter enquiry form can have a measurable impact.
Your website isn’t a brochure. It’s a key part of your marketing engine and like any engine, it needs tuning to perform at its best.
If your website looks the part but isn’t converting, UX is likely the missing piece.
It’s not flashy. It’s not loud. However, when it’s working properly, you – and your clients – will feel the difference.
For advice on UX design from the experts, please get in touch with our team.
