User experience (UX) is how easy and pleasant your website is to use. Good UX is mostly invisible; poor UX makes visitors leave.
Core principles
- Clarity: visitors understand what you do within seconds.
- Familiarity: menus, buttons and forms work as people expect.
- Few steps: the shortest path to enquiry or purchase.
- Feedback: clear responses after clicks and form submissions.
- Consistency: same styles and patterns across pages.
- Accessibility: readable text, strong contrast; check with our contrast checker.
Quick wins
- Clear buttons with action words; design them with our CTA button generator.
- Phone and WhatsApp visible on mobile.
- Short forms with helpful errors.
- Fast loading.
Test with real people
Ask three customers to find a service and contact you on your site while you watch silently. Their struggles reveal what to fix.
Read mapping user journeys.
Want the full picture? This article is part of Business websites: the complete guide, our in-depth guide with everything in one place.
