Many of us have heard of the importance of an effective UX (User Experience) design, but the concept has yet to become as clear to me as when consulting with a well-known doctor. He seemed great on paper, and the media sang his praises.
However, when I visited his website, it was so overcrowded with videos and testimonials that I didn’t know where to look. He aimed to get more conversions (e.g., have people sign up for a paid consultation), but the current site layout would be a challenge. Part of the UX is providing an easy flow for the visitor to understand who you are, why they should choose you, and what action they should take next. The last thing you want to do is create friction or anxiety (too many videos to watch!) because the visitor will bounce right off the site.
Why is User Experience Design Important?
Improves Brand Reputation
Your website is often the first impression a consumer gets of your business. A poorly designed, difficult-to-navigate website can ruin your credibility. And yes, this can apply even if you’re a reputable doctor. Building trust is critical for conversions, particularly in the medical profession. You have to give the visitor a reason to trust you. One way is to offer something of value for free (not a video). In the marketing world, this is called a Lead Magnet. Lead magnets can be ebooks, white paper, tip sheets, etc. A lead magnet is NOT a sign-up form for your newsletter.
Reduces Bounce Rates
A good UX design is essential throughout your website, but it is especially important on the home page. One way to avoid bounce rates is to ensure all clickable links stay embedded on your site. In other words, if you have YouTube videos on your site, be sure that when visitors click on them, they stay on your site to watch it. If the video takes them to YouTube, the chances of that visitor returning to your site are slim to none. The same applies to any links on your internal web pages. If you have trusted partner logos, don’t make them clickable to those partner sites.
Improves SEO Rankings
Most businesses have a common goal—to reach the coveted first page of Google. First, getting to page one on Google is a long and arduous process. It’s possible but takes consistent, fresh content over a long period. Don’t let any SEO expert tell you they can do this for you within a few weeks. Be wary of these types of black hat services. In the end, Google will penalize you for breaking the rules. A well-thought-out UX design is a good start. Search engines consider several elements when determining a website’s ranking. High bounce rates, slow load times, and poor engagement can make your site sink to the bottom.
Boosts Conversions
A company will never sell products if consumers don’t get past the home page. Users must dig deep to learn more about the brand. This is where the lead magnet becomes very helpful and is part of a nurture campaign to convert the visitor. Provide something of value in exchange for a name and email and then market to that visitor later. Create an email sequence (nurturing the lead) so that you stay top of mind and build trust with that visitor. This should be part of the Home Page design.
What are the Elements of a Good Visitor Experience?
Easy to Navigate
Consumers don’t have long attention spans. They want to find the products and information they need quickly and easily. Include clear navigation bars in places where users expect to see them. And don’t try and be cute or clever with navigation names. In other words, use the basic Home, About, Services, Industries, Blog, and Contact. I can’t tell you how many times I’ve seen fancy names for the About Us page or Blog, and when people don’t know what it means, there is a less likely chance they’ll click on it. Keep it simple
Attractive Design
The internet is a crowded place. When consumers land on your website, they want serenity. They want clear images, plenty of space between text, and easy navigation. Determine what you need on your home page and what can be placed on other pages to avoid overcrowding.
Compatibility Across Platforms
Consider that your site will be accessed across platforms. It should be well formatted for desktop and mobile. Compatibility will also help boost your search engine rankings.
Great Writing Supports UX Design
UX design is only one element of search engine rankings. Good content must support it. This is where I’m supposed to toot my own horn, but honestly, my point is that when your message is very clear (what do you offer, why are you different, and what action should the visitor take), you’re off to a great start.
The Takeaway
I can’t tell you how many potential customers I’ve turned away who want my content writing services because their site isn’t ready. Remember that you can have great content on your site, but visitors will never take the time to read what you’re offering if the design is confusing. Design and messaging go hand in hand. Once you have a clean, user-friendly design, the message will pop on your site and help increase your conversion rates.