Author: Ryan Walsh

Date: 19/03/2025

Website User Experience

Think of it like this: all your marketing spend, whether it’s on Google Adwords, social media advertising or paying for an SEO agency, well, where do your customers end up?

That’s right; they ended up on your company website.

What happens if the shopper is unhappy with how fast the company website is? That’s right, they leave?

What if the website looks a bit outdated? Like someone wearing a “shell suit” from the 1980s- that’s right, if the website looks dated, they leave.

This all contributes to what SEOs refer to as a high bounce rate. A high bounce rate means low engagement, which Google’s super clever algorithms pick up on; they notice that people are not that interested in the website, and boom, the website moves down Google’s ranks.

Good web design matters, but you need to offer a good user experience to have a well-designed website. But don’t worry, if you don’t know what that means, we will walk you through the whole process of improving your website U.X.

 

Make it helpful and valuable.

Before we go any further, we wanted to provide you with the main thing, the main item that you should focus on when designing the company website. This also applies to improving the U.X- making your company website as helpful as possible.

If you make your company website as helpful and valuable as possible, several things can happen. The bounce rate can decrease, sometimes drastically. Then, the website dwell time can also increase. Plus, by making the website helpful, you also show your business that they are experts at what they do, whether selling kitchen blenders or surfboards. This improves the Google EEAT score.

So, let’s dive into this now: how can a business improve its U.X.

• Leave space to breathe.
• Concentrate on improving page speed
• Make CTA standout
• Make your links stand out
• Summarise key points using bullet points
• Make the website interesting
• Make titles snappy
• Add high-quality content marketing
• Fix 404, which can mean you are losing shoppers
• Make sure your website is mobile-friendly

 

Leave space to breathe.

We all have busy lives.

So, whether we are shopping for a solicitor or a new fridge-freezer, we often want to read about the product or service so that it’s interesting and easy to get the information we want.

Suppose the page has massive blocks of A. I text, well, this will be off-putting; the reader won’t want to read huge paragraphs.

 

Here’s how to make your content marketing more readable:

– Short to the point sentences
– Add page titles to split the paragraphs up
– Add pictures, add alt text
– Add internal links
– Bullet point where possible
– Add FAQ-style text so the shopper can have their questions answered.

 

Let the page breath

It’s essential to have a good website design.

In our view, it doesn’t matter if it’s a template web design or bespoke; just make sure it’s a good design.
One of the factors that we think contributes to a good UX and web design is this: leaving a lot of blank space.

Don’t write massive chunks of text; instead, write in short, to-the-point style sentences. Then, we also have a design in which there’s a lot of space, which we call allowing the page to breathe.

This allows the shopper not to feel overwhelmed by cluttered pages full of products or text; instead, they can use a lot of blank space, borders, and wider margins. This allows the page to be what we call breath, so shoppers can potentially scroll down hundreds of different products but not feel like the page is crammed with products.

Also, talk to your website designers about lazy loading.

Lazy loading does two things: it can help improve the page speed because not all products are loaded simultaneously. Secondly, what it can also do is, say, load best-selling items, then more products when the shoppers scroll down.

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Page speed

We are in a mad rush.

At the check-out, on the road, in the office- but in reality, we must slow down a bit before we get too stressed.

However, when it comes to improving a business U.X., that’s user experience; the page must be fast. The reason is shoppers won’t wait for products or the page to load; they will go elsewhere.

Going elsewhere again increases a business’s bounce rate, which means that Google will see the bounce rate is high for that page. Then, after a Google update, Google will generally lower that page in its SERPs because it has a high bounce rate.

Must be fast on mobile and desktop

Your company website must now be fast on desktops, laptops, and mobile phones. However, your top SEO agencies, such as us here at Walsh and Partners, would say it is crucial now to make sure your mobile website loads in the blink of an eye.

If your mobile website is slow, and by slow, we mean just a fraction of a second slower than the competition, they will have the edge. Sometimes, this can make the difference between a business ranking 7th on Google and a business ranking 1st. That’s because the speed of your company website is now a Google ranking factor.

This means that Google uses how fast your company website is, which is one of the many ways it works out where your website should rank in the SERPs. So you will typically notice that your top companies, your global brands, will rank at the top of Google, and one of the reasons for this is they will have super fast hosting.

 

Calls to action must stand out.

Just like an angry bee buzzing around your car on a summer’s day grabs your attention, so must your website’s call to action.
Calls to action are just another fancy marketing term, which means areas of a website where you want a shopper’s attention to be drawn so that you can get them to sign up for a newsletter.

However, it doesn’t have to be signing up for a newsletter; it could be requesting a callback or buying something.
The calls to action must stand out on the page, so use different colours, bright buttons, and clear titles to grab the shopper’s attention.

Internal links and making the anchor text standout

So, when writing a long blog post like this or adding an internal link on a main page, some content management systems mean the anchor text doesn’t stand out.

This means well the shopper will not know where to click.

This means they may not see the internal link, lowering the dwell time and decreasing engagement on your website.

Now, when you talk to the cream of the crop, some of the best SEO companies in the country will tell you that improving engagement with your company website is essential.

Well, it is essential if you want your website to rank on page one of Google.

So, you need to use internal links, as this way, the shopper may visit more pages, improving the dwell time.

When you get a shopper to visit more pages, Google algorithms will see that the shopper is interested in your products or services. If they only visited one page, say the homepage, and no more, well, this shows they weren’t that interested in the business.

However, if you get a shopper to click on multiple pages using internal links, then this improves engagement.

 

Bullet points

You’re tired.

You have a glass of wine in hand.

You’re shopping for running trainers online. Do you want to read large chunks of text?

So, again, bullet points are mainly used for product descriptions. A shopper may want something specific, like running trainers that have those plates in the sole of the trainer, but if the product description makes this clear, this may be all needed to clinch that sale.

So, use bullet points where you can, especially for product descriptions.

 

Get rid of 404s

404s are equivalent to showing someone into your shop, saying come in, you’re welcome, then the checkout assistant says, the cash desk is closed.

You will have an expression all over your face, like what is happening here.

That’s because this is what 404 pages do: they get a click from, say, Google’s organic SERPs, and then when the shopper clicks the link, they don’t see the product or service; they see a broken link.

So, please fix this, as otherwise you could have done all the hard work getting the website onto page one of Google, yet then pushed shoppers away because all they see is a 404-page error.

 

Make your website responsive and mobile-friendly

You need to ensure the website is responsive, yet that’s just the start.

Please ensure the mobile design is superb and cuts the mustard.

This is especially important because more and more people are buying items off their phones.

We all know this: it’s 2025, and various SEO agencies have been banging on about this for, well, since the Stone Age.

However, many companies forget that the mobile version of the website must be well-designed. It must be simple to use, so this often involves a lot of split testing.

 

Come to one of the best SEO companies in Wales.

Here at Walsh and Partners, the business is managed by Ryan Walsh

One of the best SEO consultants Cardiff has ever seen. We currently work with a list of valued clients called “partners”.

As that’s our approach to SEO, it is a long marathon and not a sprint. So we work with companies that value sound quality work; they don’t try to push results too fast, as often it’s not possible.

You must implement good quality work and do it slowly. This only works when quality work is drip-fed; this is the only approach Google approves of.

Come to one of the best SEO companies around, and come to Walsh and Partners.