Deal or no deal?
Your website can often be a deal maker or a deal breaker when it comes to securing a customer. Too convoluted and would-be clients will leave faster than Usain Bolt from the starting line, but too simplistic and lacking in substance and they’ll be left wanting more, but both of these outcomes reduce the chance that anyone is going to take your business into consideration. That’s why when creating your website, it is vitally important that the “user experience” is taken strongly into consideration.

No waves on the ocean today, Cap’n!
Only smooth sailing from here on out. The process of website navigation should be made as direct and streamline as scooping ice cream out of a tub, even if it does put you 50 calories over your daily limit. Making it easy and simple for a user to find their way around your site whilst still containing all of the information required can appeal to the user experience and means that they’re more likely to be attracted to the efficiency & professionalism that your site demonstrates. On the other hand, if it takes too long for an individual to navigate their way to important information, they’re most likely to become disinterested and exit the site, leaving your chances of gaining a client less promising than England winning the World Cup. A good way to make sure that it is easy for people to navigate is to try to keep the layers of navigation to a minimum so the user doesn’t feel lost in a maze of links, as well as creating an easily usable menu to allow the discovery of exactly what the person is looking for quickly.

Why are you my clarity?
As well as being easy to navigate, websites should also be easy to understand and comprehend, meaning that it can be important to cater to those with conditions such as various degrees of colour blindness. At the end of the day, someone who can’t actually read what you have to offer is going to struggle contacting you and using your service. Content should be clear and concise, with the most important parts being made to stand out and having priority at the top of the site. Discoveries about the innate laziness of the human mind show that people tend to scan the first few words of information and then go back to read it at a later point, which means that you should consider choosing your first few words carefully. Without all of these minor adjustments, it can be difficult to enhance the user experience and means that customers are more likely to take their business elsewhere.

Prime Portable Potential – PPP, not PPI
In the modern world, technology is going through constant innovation and with the increasing popularity and prevalence of pocket PCs, not only is it important to design your website around desktop use, but also to have functional mobile websites that are just as effective as their computer counterparts. We’ve all been there when you’re trying to browse a website built for a desktop on your smartphone, and I think the mutual consensus is that it isn’t the most fun experience, probably being just above watching paint dry on the fun scale. As you can imagine, this detracts from the user experience and reduces the likelihood of securing a sale.

If your website is lacking what is required for a desirable user experience or you need more advice and information on the importance of the user experience in websites, contact our team at [email protected].

Blog written by Ethan Thomason.

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