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User experience (UX) and search engine optimisation (SEO) are two critical elements for any website. They work together to bring more visitors to your site and convert those visitors into customers or clients.
But what exactly is UX, and why does it matter for SEO and conversions?
This guide will break it down for you in simple terms and provide practical advice to improve your website’s UX, boosting both your SEO and conversion rates.
What is user experience (UX)?
User experience (UX) refers to how a person feels when interacting with a website or app. A good UX means that the site is easy to use, visually appealing and provides value to the visitor. It’s about making the visitor’s journey through your website as smooth and enjoyable as possible.
How does UX impact SEO?
Search engines like Google aim to provide the best results for their users. This means they favour websites that offer a great user experience. Here’s how good UX can improve your SEO:
- Lower bounce rates: If visitors find your website difficult to use, they’ll leave quickly, increasing your bounce rate. A high bounce rate signals to search engines that your site isn’t user-friendly, which can hurt your rankings.
- Longer dwell time: When your website is easy to navigate and provides valuable content, visitors are likely to stay longer. This increases the “dwell time,” which is another positive signal to search engines.
- Better mobile experience: More people browse the web on their phones than ever before. Google prioritises mobile-friendly websites in its search rankings. A good UX on mobile can significantly boost your SEO.
How does UX affect conversions?
Conversions happen when a visitor takes a desired action on your website, such as making a purchase, signing up for a newsletter or filling out a contact form. A good UX can greatly increase your conversion rates by:
- Simplifying navigation: A clear and logical menu helps visitors find what they’re looking for quickly, making them more likely to take action.
- Improving load times: Slow-loading pages frustrate visitors and often lead them to leave before converting. Fast websites provide a smoother experience, encouraging more conversions.
- Creating trust: A well-designed website with a professional look and feel builds trust. If your site looks outdated or cluttered, visitors may be hesitant to give you their money or information.
Practical steps to improve UX for better SEO and conversions
Now that you know why UX is essential, here’s how to improve it:
Make your site mobile-friendly
Since most people browse on mobile devices, your site needs to look and function well on smaller screens. Use responsive design, which automatically adjusts your site’s layout based on the device being used. Tools like Google’s Mobile-Friendly Test can help you see how your site performs on mobile.
Improve site speed
A slow site frustrates users and harms your SEO. You can improve your site’s speed by:
- Compressing images: Large images slow down your site. Use tools like TinyPNG or JPEG-Optimizer to reduce file sizes without losing quality.
- Using a content delivery network (CDN): CDNs distribute your site’s content across multiple servers around the world, reducing load times for users.
- Enabling browser caching: This stores some of your site’s data on the user’s device, so it loads faster the next time they visit.
Simplify your navigation
Keep your site’s navigation simple and intuitive. Use clear labels for menu items and limit the number of options. A visitor should be able to find what they’re looking for in just a few clicks.
Use clear and compelling calls to action (CTAs)
A call to action (CTA) is a prompt that tells the visitor what to do next, like “Buy now” or “Sign up today.” Make your CTAs clear, visible and compelling. Use action-oriented language and ensure the button stands out from the rest of the page.
Create high-quality content
Content is still king when it comes to both SEO and UX. Your content should be:
- Relevant: Address the needs and interests of your target audience.
- Engaging: Use a friendly tone, break up text with headings and bullet points and include images or videos to keep visitors interested.
- Optimised for SEO: Include relevant keywords naturally but don’t overdo it. Focus on creating content that’s valuable to your readers first.
Ensure accessibility
Your website should be accessible to everyone, including people with disabilities. This not only improves UX but also widens your audience. Some tips include:
- Using alt text for images: Describe what’s in an image for those who use screen readers.
- Providing keyboard navigation: Ensure your site can be navigated using a keyboard alone, which is essential for some users.
- Using readable fonts and colours: Choose fonts and colours that are easy to read for all visitors, including those with visual impairments.
Recommended tools and services
Here are a few tools that can help you improve your UX, SEO and conversions:
- Google Analytics: Track user behaviour on your site to see where visitors drop off and which pages perform best.
- Hotjar: Provides heatmaps and session recordings to show how users interact with your site.
- Yoast SEO: A WordPress plugin that helps optimise your site’s SEO and readability.
- Crazy Egg: Offers tools to understand visitor behaviour with heatmaps, scrollmaps and A/B testing features.
Conclusion
Improving UX is not just about making your website look good. It’s about creating a seamless and enjoyable experience that keeps visitors engaged and encourages them to take action. By focusing on UX, you’ll improve your SEO rankings and see better conversion rates, helping your business grow. Remember, small changes can make a big difference, so start with the basics and build from there.
Investing time in your website’s UX is one of the best things you can do for your online presence. With the steps and tools outlined in this guide, you’re well on your way to creating a user-friendly website that performs well in search engines and converts visitors into customers.
