Welcome back. In this article series, we’re looking at the many factors that impact website performance, and the work that goes in to optimizing the different components of a site.
The user experience, often called the UX, considers emotions and desires from both a positive and negative perspective. For example, we want the user to feel happy, satisfied, or represented, and we want to avoid making them feel annoyed or frustrated. We often talk about the user’s path to conversion, and we want the user to be drawn to each of the next steps, and to avoid any hesitancy or barriers.
Navigation Structure
A website’s navigation structure includes menus as well as on-page links. The categorization and hierarchy of information is key, and needs to be considered from the user’s perspective. The first step in mapping out navigation, is coming up with major, and then, if needed, one or two sub categories. This hierarchical structure helps users, but also informs search engines. Keyword research is important, as menu terms are part of a search engines indexing process.
On-page links are a useful way to offer more information about a topic as it comes up. These also show search engines that there is interconnectedness throughout your site. If your site includes a blog or resource articles, this type of interlinking also demonstrates authority on the general subject matter.
Visual Design and Layout
The visual design of your site needs to appeal to your target market, be interesting without being overwhelming, and meet with modern trends. The layout should be consistent on most pages, which also helps users navigate the site. For example, if you use a side menu for sub-categories, it should be in the same location on each page.
Reduced Popups and Distractions
Once you have a potential customer on your site, you want them to stay on the path to conversion – making a purchase or booking a service. Anything that interferes is going to work against you. There are other ways to promote discounts or signups.
Accessibility
Ensuring that there are alternative ways to view and navigate your site is important for accessibility and also for those who prefer to use touch or voice activation.
Call to Actions
Calls to action are your invitations to users to learn more, make a purchase, or contact you. Each of these needs to be obvious and lead to the intended action as quickly and directly as possible. More on this in the next article.
We Build Websites That Work
Take a look at how we streamlined the user experience for Aedge Landscaping, making the journey from visitor to customer much smoother.
