Why Content and UX Matter

Why Content and UX Matter

A beautiful website is useless if visitors can’t find what they need or don’t understand your message. Your website’s content (text, images, videos) and user experience (UX) (how easy it is to navigate and use) are crucial for converting visitors into customers.

Many small business owners focus too much on looks and not enough on clarity and usability. A good website should be easy to read, simple to navigate, and designed with your audience in mind.

Key Aspects of Content

1. Clear, Concise Messaging

  • Visitors should instantly understand who you are and what you offer.
  • Avoid jargon—write as if you’re explaining to a customer in person.
  • Use headings and bullet points to break up text and make it scannable.

2. Calls to Action (CTAs)

  • Every page should guide visitors to take action (e.g., “Call us”, “Get a quote”, “Buy now”).
  • Make CTAs visible, clear, and easy to click.

3. High-Quality Images & Branding

  • Use professional images that reflect your business.
  • Avoid generic stock photos—customers prefer real, authentic images.
  • Ensure images are optimised for fast loading (large files slow down websites).

4. Trust Signals

  • Display testimonials, case studies, awards, and client logos to build trust.
  • If you’re selling online, include secure payment badges.

5. Search engine optimisation-Friendly Content

  • Use relevant keywords naturally in your content.
  • Each page should have a unique title and meta description to help Google understand your site.

Key Aspects of User Experience (UX)

1. Simple, Logical Navigation

  • Visitors should find what they need in 3 clicks or fewer.
  • Keep menus clear and simple—avoid too many options.
  • Important pages (Contact, Services, Shop) should be easy to find.

2. Mobile-Friendly Design

  • Your site must work well on phones and tablets.
  • Text should be readable without zooming.
  • Buttons and links should be easy to tap.

3. Fast Load Speed

  • Slow websites lose visitors.
  • Optimise images, use fast hosting, and limit unnecessary features.

4. Accessibility for All Users

  • Follow accessibility best practices (e.g., alt text for images, readable fonts, colour contrast).
  • Make sure users with disabilities can navigate your site easily.

Questions to Ask Yourself

Before discussing content and UX with your website company, consider:

  1. What key information must be on my website? (Services, pricing, testimonials, etc.)
  2. What action do I want visitors to take? (Call me, book an appointment, make a purchase?)
  3. Do I have high-quality images and written content, or do I need help creating them?
  4. Does my target audience browse on mobile, desktop, or both?

Questions to Ask Your Website Company

  1. Will you help with content, or do I need to provide everything myself?
  2. How will you ensure the site is easy to navigate?
  3. Will the website be fully mobile-friendly?
  4. Can you optimise images and pages for fast loading?
  5. How will you make sure the site is accessible to all users?

Avoiding Common Mistakes

Many websites fail because they:

  • Use too much text—people skim, they don’t read!
  • Have no clear call to action, leaving visitors unsure what to do next.
  • Are cluttered or confusing, making people give up and leave.

A simple, well-structured site with clear messaging and easy navigation will always perform better than a flashy but confusing one.

Next Steps

Now that you know how to structure your content and UX, the next step is ensuring your website works for e-commerce or service bookings (if relevant). If you’re planning to sell online or allow customers to book appointments, you need to get the right systems in place.

Coming Up Next:

E-commerce & Payment Systems – What to consider if you plan to sell products or take payments through your website.