Your website represents the face of your business online and is often the first impression a prospect has of your brand.
The key to a great quality website is usability. The easier a customer can find the information they need on your website, the more likely they are to return and recommend your business to others.
While everyone accesses information differently, when a user comes to your website, they want to find what they are looking for quickly and easily. If they have trouble navigating your website, they will leave to find a more user-friendly website – which may lead them to your competitor’s site.
To keep users on your website and encourage them to return, you need to invest in a user-friendly design. Good usability can boost sales and revenue while improving the performance of your website. If users have a positive experience and leave with the information they need, not only will they return but they are more likely to recommend your business to others.
This article will provide you with tips to enhance your website’s overall user experience and make it user-friendly for everyone, regardless of their technological capability.
Improve Your Site Design
Users decide in less than a second whether to remain on your website or not, making site design extremely important. Colors, fonts and other visual elements have a huge impact on the overall user experience. Here are some steps to take to improve your web design:
- Select easy-to-read, simple fonts. You don’t want readers to have to squint or zoom in to try to see the text on the page. Carefully select a big enough font that is easy to read and won’t be distracting.
- Choose a color to best represent your business. A simple color scheme works best. Try using the same cohesive color scheme throughout your website to help with brand consistency. Avoid eye-straining colors at all costs.
- The contrast between text and background color should complement each other while being easy to read.
- Make use of white space to keep your site from looking too crowded. White space gives the page a feeling of openness, which appeals to users. Find a good balance, as too much white space means less information is provided to the user.
- Use images or other media to visually convey the benefits of your products and services. Use high-quality images and create a balance between text and other visuals.
- Structure for readability. Use headers, sub headers, bullets, and other formatting so readers can easily skim your content.
- Ensure your site has a responsive design, enabling its format to adjust to any device (i.e. mobile, desktop, tablet).
TransUnion ShareAble for Hires, a pre-employment background screening service, uses a cohesive theme that is unique to their brand.
They use complementing colors that make the content easy to read and make use of white space and other visual elements, making the site design appealing and functional for the user.
Target Your Audience
Your website should be designed for those interacting with it. The best way to ensure your site is user-friendly is to go to the source – your users. Customer feedback is extremely valuable and may provide additional insight about your website that you may not have considered.
Ask regular visitors what they like about your site and what elements they feel would help improve their experience. Knowing what your customers like and want will help you better determine how to present your content in a way that pleases your target audience.
Make it easy to navigate
Good navigation is one of the most important aspects of website usability. Keep the navigation as simple and intuitive as possible. If a user can’t easily navigate to find what they are looking for, they will leave, increasing your bounce rate. Here are some tips for improving navigation:
- A navigation bar is essential to usability. Place the navigation bar at the top of the page so users see it immediately. Add dropdown menus for each category and limit the number of categories within the navigation bar.
- Ensure all the links are working and lead to the correct page. Broken or misdirected links will drive users away. Users don’t want to deal with the frustration of clicking on a link and not being directed to the proper page they intended to be led to.
- Add search functionality for users to find what they’re looking for quickly without having to click-through several pages.
- Include contact information, links to information about your business and FAQs at the bottom of the page. Most websites typically place this information at the bottom of the page, so users may already be inclined to look in that general area.
- Incorporate icons and links to your social media channels into the website so users can easily find you on various platforms.
Arnett Designs, a brand that specializes in creating event security products, conveniently places their contact, FAQ’s, and about page at the bottom of the page. They also include direct links to their social media platforms, making it easy for the users to find them on these platforms when needed.
Make it Mobile-Friendly
With more than two-thirds of Americans accessing the internet from mobile devices, it’s essential to ensure your website is mobile-friendly. Mobile users expect to be able to navigate your website as easily as desktop or laptop users.
The navigational scheme is different for mobile devices. Buttons must be placed where users can tap them easily with their fingers.
Remember that your navigational scheme will be different for mobile devices than for a desktop website. You must put the buttons in such a way that they can be tapped easily by fingers on the small screen.
Optimizing your website for mobile also helps increase your web page speed, which has a huge impact on your bounce rate.
Hausera, a unique online kitchen and bath faucet supplier, has a responsive site design making their site desktop and mobile-friendly.
In the desktop view, the navigation and search bar are located at the top of the screen.
When looking at the mobile view, notice the layout changes and the navigation bar is now located in a dropdown menu at the top right corner, with the search bar right below.
This makes the page easy to click and scroll through from a mobile device.
Usability is vital to the success of your website. The key to making your website user-friendly for everyone is to do everything you can to improve the user experience. Put yourself in the shoes of your target audience to help understand how to navigate your way through your site.
By ensuring you have a user-friendly website everyone can easily navigate, you will uphold your brand’s credibility and leave your customers with a great user experience.