Are You Experienced?
What is User Experience? Sometimes referred to as UX, User Experience relates to how a person feels about using a product, service or system (like a website or social media platform). Website Designers know they need to pay attention to the valuable (and variable) aspects of human-computer interaction because it’s the difference between keeping your visitors on a landing page… or not. Subjective in nature, user experience depends heavily upon your target audience. It’s also a dynamic process that changes over time.
Whether you are launching a new website or redesigning one, think like a first-time visitor and ask yourself these important UX questions:
Where Am I?
It may sound rudimentary, but make it clear to your visitor which site they’ve landed on. They probably clicked on a link from a Search Engine Results Page (SERP) after reading your Meta Description. They had several choices on the SERP page because your content seemed like the best match. Don’t assume they read or remember your business name and URL, or even that they know what you do.
Site ID, Page Name, Visual Hierarchy
Every page on your website is a landing page, so your logo and navigation should be consistent throughout. Make sure you have a Page Name as it visually frames the content on a page and should appear larger or different than the content text. Strategic use of headings also provides your reader with visual cues. Well constructed pages organize its content with subheadings, separating out key thoughts. There’s an abundance of content on the web, simply too much to be absorbed and retained. Make it easy for your visitor to scan, and include a compelling (and related) call to action so they can request more.
Who Are You?
Unless you’re already a rock star in your industry, there may be folks who aren’t familiar with your business name… yet. So make sure it’s clear who you are by showing your company name front and center.
Below your company name, consider a site description or tagline to explain the purpose of your site quickly and succinctly. Long-winded explanations need not apply. Rather, it’s a few words letting visitors know what you do, confirming they landed in the right place, and to stay awhile to check you out.
Don’t Get Lost
In order to get to the main sections of your website, a user will navigate using primary navigation buttons. It’s top level, explaining how you have organized the site. You may also have secondary navigation as a way to sift through sub-pages. Having both types of navigation appear globally on the site makes it easier for your visitor to jump to areas of greatest interest. When they do land on a sub-page, having the primary navigation area clearly marked helps them see their current location while poking around.
Some users prefer a search function to easily get to where they want to go. Include a search box so visitors can find information based on a topic or keyword. We recommend using the built-in WordPress search widget, which easily adds a search function to your site. It has everything you need: a box, a button, and the word “Search.”
Dark User Experience
Just like White Hat SEO has Black Hat SEO, good UI has its evil twin. Dark UI or dark patterns are often employed by less-scrupulous web designers. So make sure you’re following all of the steps above to avoid falling to the dark side.
How can we help?
What do your links and content say about your site’s SEO? What does your data say in Search Console?
We are Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.