We have all heard the saying: “It’s not about you, it’s about the customer.”
And, while this is definitely a cliché, it rings true each and every time when it is applied to your website and its user experience.
When you begin to make decisions about the user experience of your website and what you are going to say on your website, it is always important to first consider your target market. Often times, we get so caught up in SEO that we forget that we aren’t writing our content for search engines, but rather for our current and prospective customers.
User experience or UX can encompass a wide variety of aspects about your site including:
- Page speed
- Compelling design
- An easy interface to navigate and understand
- Engaging, creative and unique content
- Visually appealing
- Social media friendly
- Variety of content (videos, pictures, text, etc.)
Essentially, UX is the process of enhancing the consumer’s experience on your website by improving upon the functionality, ease of use and interaction between the website and the user.
UX is a very important aspect of not only the effectiveness of your website, but also its SEO strategy. Consider this analogy; SEO is the bait and UX is the hook. On their own, they serve little purpose, but, when used together, they can help you to reel in the big fish.
Unique quality content is favored very highly by search engines and when you develop your sites content and incorporate keywords, you are effectively killing two birds with one stone by optimizing your site and creating a favorable UX.
However, increasing the traffic to your site with SEO is one thing, but if these users aren’t spending any significant time on the website, then it is highly unlikely that they will ever become a customer. This is why having an awesome UX is so important to have dialed in.
Examining the bounce rate of your site can give you clues to how engaging your web copy truly is. Ideally, minimizing the bounce rate of your site will positively correlate with increasing your site’s conversion rate and paint a picture of the overall effectiveness of your website.
When you begin to develop your website, try thinking like your target consumer and ask yourself some of these questions before you design your site and develop its content:
- What is it about a website that makes you trust a company?
- What do you look for on a website when you are conducting your pre-purchase research?
- What kind of elements do you enjoy and find engaging? Is it videos, pictures, detailed text content?
- What elements do you dislike about certain websites?
- What drives you to leave a website immediately after going to it?
By asking yourself some of these simple questions and putting yourself in your customers’ shoes, it becomes easier to identify certain aspects that will make your website successful.
From there, developing a UX that captivates and engages the user becomes that much easier. It gives you a starting place for creating compelling content that is communicated effectively and clearly defines what your product or service does and how it can benefit the end user.
Remember to focus on not only getting your target market to your website, but keeping them on the site and converting them into customers. The better informed and engaged your customers are, the more likely they will become loyal and enlist in your offerings.
If you have any questions, need any clarification, or simply have an opinion about UX that you would like to share, drop us a line or reach out to us on social media.