A strong website is at the core of any successful marketing program. After building your SEO presence to get users to your site, the next step in conversion is keeping them there, so you can guide them through your sales funnel. This is where user experience (UX) comes in. Without a good UX, you might lose leads, sales, and profits, along with the chance of any future business with those leads.  

What is UX and why does it matter so much? 

A website’s UX is the quality of a person’s experience with that site. To ensure an effortless UX, businesses must keep the user in mind when designing and maintaining their websites.  

Websites with good UX are designed to take visitors seamlessly through their buyer’s journey, encouraging conversions while providing leads with the necessary information to initiate sales discussions. On the other hand, a bad UX will leave website users confused and frustrated, unsure where to find information and how to engage with you.  

When website visitors don’t enjoy the experience of a site, they bounce and move to another that better meets expectations, taking any potential business with them. In this way, bad UX can have a negative impact on website conversion rates, brand relationships, SEO, and website maintenance costs, all of which can compound into lost overall revenue.  

How can I improve mine? 

What features make for good UX? Here are 12 tips from TECH B2B Marketing’s website developers for achieving the best website UX to maximize lead conversations and sales. 

Tips to Improve Website UX

  1. CTAs With Active Language: Ensure that your calls to action (CTAs) use active language and contrasting colors. This will make them stand out and encourage users to take action, guiding them through your funnel.  
  2. Intuitive Navigation: Easy and intuitive navigation helps users quickly find information. Use a clear menu structure with logical categories. Avoid overcomplicated menus with too many options. 
  3. Minimize 404 Errors: Reduce the occurrence of 404 errors by regularly checking for broken links. When a 404 error does occur, provide a helpful 404 landing page that offers alternative navigation options or a search bar to guide users to the next step. 
  4. Page Loading Time: Optimize your website’s loading time to ensure a smooth user experience. Compress images, leverage browser caching, and minimize JavaScript and CSS files to speed up loading times. 
  5. Content Quality: Ensure that your website’s content is high quality, relevant, and up to date. Good content engages users and encourages them to spend more time on your site. 
  6. Search Functionality: A robust search functionality empowers users to quickly find the information they want. Consider using autocomplete and filters to enhance the search experience. 
  7. Breadcrumb Navigation: Breadcrumb navigation provides users with a visual map of their journey, making it easy to navigate back through categories and improving the overall user experience. 
  8. Responsive Design: Ensure that your website is responsive and works well on all devices, including mobile phones and tablets. This enhances accessibility and provides a consistent experience across different screen sizes. 
  9. Consistent Design Elements: Maintain a consistent design throughout your site. Use the same fonts, colors, and styles to create a cohesive look and feel that users can easily recognize and navigate. 
  10. Accessibility: Make your website accessible to all users, including those with disabilities, by using alt text for images, ensuring sufficient color contrast, and providing keyboard navigation options. 
  11. User Feedback: Implement ways for users to easily provide feedback, such as surveys, feedback forms, or direct contact options. User feedback can offer valuable insights into areas that need improvement. 
  12. A/B Testing: Continuously test different elements of your site to see what works best. A/B testing can help you determine the most effective designs, CTAs, and content layouts. 


If you need help improving your website’s usability, contact us today to find opportunities for that improvement.