Owning a business means having to juggle multiple balls in the air to make sure everything runs smoothly. Not only is it up to you to maintain the quality of the products or services you offer, but you also have to deal with bookkeeping, payroll, customer service, inventory, and marketing. With all these moving parts, it can be easy to overlook some of the seemingly smaller aspects of running a small business. One of the most often neglected items on a small business owner’s to-do list is the quality of their company website- after all, many business owners figure that as long as they have a website for their company up and running, that’s good enough. But that’s not the case- your website is often the first thing prospective clients see when they conduct a local search for businesses in the area. Being confronted with a site that is confusing, cluttered, or just plain ugly can create a highly negative first impression, and turn people off to your products or services. When it comes to your company’s website, user experience should be one of the chief factors you are considering.
User experience, often abbreviated as UX, encompasses the overall usability and aesthetic appeal of a website. A company website with good UX is attractive, well-laid-out, and easy to navigate. The more user-friendly a website, the more likely a user is to want to remain on it and learn more about a business. Some websites with excellent user experience utilize SEO basics to engage their prospective consumers while also creating a strong brand association that conveys the overall vibe and message of the company to users, making them feel like part of a community.
Poor user experience, on the other hand, can be exemplified by websites with less-than-stellar appearances, ugly or mismatched color schemes, and an overall feel of disorganization and chaos. Some websites with poor UX clutter their homepage with too much information, creating a sense of dissonance and confusion. Then again, not having enough information on a website is also a symptom of poor UX. Other red flags for poor user experience include hard-to-read fonts, pages that don’t load quickly or correctly, and improperly-linked landing pages, blog posts, or photo galleries that lead to the dreaded 404 message. Visitors to a website with poor user experience are more likely to quickly hit the ‘Back’ button and return to their local search results in hopes of a more attractive, easier-to-navigate website for a competing business.
Let’s face it: nobody wants to waste valuable time trying to figure out a confusing, cluttered website. People who visit a website with poor UX are more likely to simply exit and search for a different one than they are to try to navigate it. Simply put, a website with poor user experience can be extremely detrimental to your business, and can cause visitors who may have been interested in making a purchase or signing up for a service with your company to change their minds and explore the competition. In order to earn new business and keep existing clients, an easy-to-operate website is a must. That’s why user experience needs to be at the forefront of your mind, no matter how many plates you’re spinning as a small business owner.
The first step of using SEO to boost your bottom line is to drive search engine traffic to your website. But once the traffic gets there, the next step is to keep them on your site without leaving to find a different company. If your website is unattractive, poorly laid out, and contains a number of broken or missing links, the visitors you worked so hard to get to your homepage will quickly exit, increasing your bounce rate, and effectively ending prospective local customers’ engagement with your business. Needless to say, this is not the desired result!
Fortunately, there is a cure for poor user experience. With a little TLC, your website can greatly improve user experience and become one of the most attractive and user-friendly sites in your local market! The key is finding the right company to help you improve your website’s UX by optimizing it for speed, efficiency, navigation, and aesthetics.
Maintaining an attractive and user-friendly website can be difficult for small business owners who are juggling a million other aspects of their company, but that doesn’t mean it isn’t important. Don’t let an ugly website get in the way of building your business! 51Blocks helps companies all over the country improve the UX of their websites. We know what it takes to compete in your local market, and we have the tools and knowledge to give your website the user experience boost it needs. Contact us today to find out more about enhancing your site’s user experience, and get ready to take your business to the next level!