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Business Surgery: Lucinda Sloane, of Bird Media, explains the importance of UX – User Experience – on your website

If you want a website that converts – that is, inspires potential or existing customers to make a purchase, arrange an appointment, attend an event etc – you’ll need to get to grips with User Experience, otherwise known as UX.

UX design and content writing takes a user-centric approach to building a website.

It involves taking the time to understand who your customers are, how they are accessing your website, their motivations for visiting your website, what they want to achieve from using your site, and the steps they need to take to achieve their goals.

Lucinda Sloane of Bird Media
Lucinda Sloane of Bird Media

So, why is UX content and design so important?

First impressions count

According to psychologists (and the CUPRA advert!), it takes seven seconds to form a first impression. For websites, I’d argue less. A well-designed, well-written website with seamless functionality is vital for creating a great first impression and inspiring the user to engage with your business.

It’s not just about the looks

UX isn’t just about making a website look good, it means making it work efficiently across all devices. Understanding user journeys and motivations leads to intuitive website navigation. Users want to get from A to B in as few steps as possible, so a seamless user experience ensures customers get what they want as quickly and easily as possible.

Inspire users to spread the word

A positive user experience means satisfied customers. And satisfied customers like to shout about it (and conversely, dissatisfied customers even more so!). Users who are able to find what they’re looking for quickly and easily are more likely to return to make repeat purchases and, crucially, recommend your website and business to others.

Stand out

Customers align superior user experience with superior customer service. And it is this commitment to customer service that will ensure you gain competitive advantage. Another way to differentiate your business from your others is to create an inclusive user experience. UX design involves assessing the accessibility of information and services for everyone, including neurodiverse users and those with visual or hearing impairments.

For more information about UX, contact Lucinda via lucinda.sloane@thisisbirdmedia.com