Your website is often the first impression potential customers have of your business. Creating a positive experience is essential to convert these potential customers into real, paying customers.  Are they able to easily navigate? Are they finding useful information on your products or services?  Is their overall experience positive?

This is where user experience becomes important.  User experience is a term to describe all aspects of a customer’s interaction with a company, its services, and its products.  Evaluating the user experience your website offers is essential to turn leads into customers.


When your user experience is on point, visitors can find what they’re looking for on your site much faster and more easily. Visitors will appreciate being able to do more in less time. After all, they aren’t visiting your website to leisurely wander among endless pages, but likely know what they’re looking for.

That makes simple navigation essential to any good website. Making information easy, accessible and quick is critical.

Mobile Friendly

Mobile is also of ever-increasing importance. In 2019, mobile devices (excluding tablets) generated 52.6 percent of website traffic globally.  Inconveniencing half of your visitors with a website that hasn’t been optimized for mobile traffic, simply isn’t acceptable anymore.

Mobile optimization shows your busy customers that you know they’re on the go and you value their time, and that you care about helping them obtain the information they’re seeking quickly. For your customers, that’s a good feeling.


85 percent of consumers conduct online research before making a purchase online. Your website should offer content that is useful in helping them make that decision. Content on your site should deliver your brand’s core messages while clearly showing how and why you can help.  This can include educational content on the product and services you offer, testimonials from satisfied customers or helpful solutions to a customers problems.


Your website is often the first impression most customers have of your company.  Looking polished and visually pleasing reflects positively on your company, brand and even credibility.  This doesn’t mean including every bell and whistle available, but having a clean, polished, professional look to your site.

To potential customers, your website should reflect your product.  If your site doesn’t have a quality, professional appearance, why would your product or service?

The better your website’s user experience, the longer potential customers will stay on your website.  This will make converting them into loyal, longtime customers a much easier task.  After all, these customers are on your site in search of an easy and pleasant solution to their problems. When your website offers those solutions, they’ll be more likely to stay, and return for more.