Does your website give your customers what they need to buy your product or service?

Improving the user experience for small business websites should be at the top of any business owner's wish list when thinking about a site launch, relaunch, redesign, or review. After all, if your site's users aren't happy, they won't stick around long enough to buy your products or services. A good user experience leads your site visitors down a happy path to the desired outcomes: sales, leads or both!

What Is User Experience?

User experience (UX) is defined as understanding your website visitors' needs and goals when they arrive at your site, and guiding them through the site so that they can find what they need. The ultimate goal of any website is to provide useful, relevant and engaging content for site visitors. When a site accomplishes these goals, it ends up selling products and services.

Good user experience leads to positive outcomes, as Forbes reports. Poor user experience turns off customers, and they'll go elsewhere for information.

5 Tips for Better User Experience

Help take the user experience for your small business website from just good to great with these UX tips.

1. Create With a Purpose

Each web page should have a single, clear purpose. From the headline through the copy on the page, it should be immediately clear to your site visitor what the page is about and what their next action should be. The design, fonts, images and colors should all give the visitor at least some insight into what your company does — and how they can engage with it.

2. Make the Destination Clear

How does your company make money off of its website? All sites should lead visitors to a specific destination, such as a sales page or lead form or call to action. Everything on your site, in one way or another, should work towards that goal.

Make it easy for people to find your contact information, lead form and sales pages.

3. Design for Mobile Access

With over 75 percent of Americans using mobile devices to access the internet (and that number continuing to grow), design your site with mobile in mind. Make sure that your site loads quickly and is responsive to different types of devices. Space clickable buttons far enough apart so that someone accessing the site on a small screen won't make a mistake clicking a link.

4. Keep the Design Simple

The best designs are simple and clean, with plenty of white space surrounding the text. Avoid flashing or scrolling images, which distract from your site's overall message and may not play accurately on every computer. Include navigation bars at the top or sides where people expect them to be. This makes them easy to find.

5. Use Color Consistently

Choose one color for your site's call to action (CTA), and use it consistently and only for the CTA throughout the site. Make sure that only links are in blue, a standard configuration for web browsing.

User experience for small business websites isn't complex, and much of the information is actually common sense and good website best practices. With a little tweaking and attention to detail, you can make your UX stand out and improve your site's ability to convert visitors into buyers.

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