UX (user experience) is how easy and pleasant it is to use your website. UI (user interface) is what visitors see and touch: layout, colours, buttons, text. For a business website both have one goal: help the right visitor find what they need and contact you, with as little effort as possible. These are the principles we design by.
1. Know who the site is for
Before any design, write down your main types of visitors and what each wants: a price, a booking, proof that you do good work, directions. Every page should serve one of those needs.
2. Make the next step obvious
Each page needs one main action: call, book, get a quote, buy. Make it stand out with a clear button and repeat it after key sections. Secondary links should look secondary.
3. Keep navigation simple
Five to seven items in the main menu is usually enough. Use plain words (“Services”, “Prices”, “Contact”), not clever labels. Visitors should always know where they are and how to get back.
4. Design for mobile first
Most visits to small business sites come from phones. Start with the mobile layout: readable text without zooming, buttons large enough for a thumb, phone numbers that dial when tapped.
5. Write for scanning
People scan before they read. Use headings that answer questions, short paragraphs, bullet lists and bold for key facts. Put the most important information first.
6. Consistency builds trust
Use the same colours, fonts, button styles and spacing everywhere. Inconsistent design makes a site feel unfinished and makes visitors hesitate.
7. Accessibility is good UX
- Enough contrast between text and background.
- Alt text on meaningful images.
- Forms with visible labels and clear error messages.
- A site that works with a keyboard and screen readers.
Accessible sites are easier for everyone, and the European Accessibility Act now sets accessibility requirements for many online services sold to consumers in the EU.
8. Speed is part of the experience
A beautiful page that takes five seconds to appear feels broken. Optimise images, avoid heavy sliders and animations that delay content, and reserve space for images so the layout does not jump while loading.
9. Forms that people finish
Ask only what you need, use the right field types, show what is required and confirm clearly when the form is sent. Every extra field loses some visitors.
10. Test, measure and improve
Watch someone unfamiliar with your business try to find a price or book on your site: you will spot problems in minutes. Then use analytics and Search Console to see where visitors drop off, and improve one thing at a time.
Want a website built around your customers?
Every WordPress website we design starts with your customers and the actions you want them to take. If your current site looks dated or does not convert, a website redesign may be the fastest win. Get in touch.