By Wendy Reid

Competition in the online environment is relentless and unending. This is because new creation of channels of communication and commerce across the globe means that you’re competing with more companies than ever before. So how can you improve the impression your website makes? Use these tips to improve your small business UX.

The Users

The way to separate your website, business and products from others is through user experience (UX). The key to creating a good user experience on your website is understanding your customers, what they want to see, read or listen to. Knowing all of these things will help you create relevant content for your visitors. Even if this research can involve investment, particularly costly for small businesses, its ROI cannot be overstated.

User Interface

UX is largely subsequent to the user interface (or UI), the sum of interactions between an information device and a person. Your website should be more than a presentation of your company and products or any other helpful information, although necessary. Your website is your online business card, the way you present your company to the world. As such, it should be tailored to fit your style and that of your customers.

One of the first things that a customer comes into contact with on any website that requires it is the login interface. This gives access to an entire array of features that are based on membership. However, as so many websites make signing and logging into an account a tedious activity, customers are wary of doing it. Your login interface needs to be seamless and engaging at the same time in order to appeal to your visitors and thus put them on the path to becoming paying customers.

When it comes to page loading speed, customers are not only frustrated by any extra second spent waiting, but they will also tend to exaggerate the necessary loading time. Beyond an attractive and engaging design, your website needs a fast response time and better content. Together, an improved UX and UI give your website an optimized user experience that increases popularity and sales.

The Mobile Revolution

Small, portable gadgets with enormous processing and storing capabilities, otherwise known as smartphones or tablets, have become the norm for using the Internet. The act of waiting, with any occasion, has been transformed into glaring at one of the new shiny gadgets. As a result, mobile-friendly websites have a clear advantage over sites that do not cross over well into the phone screen format. In fact, search engines have started to prioritize them over pages that are not optimized for mobile use.


The colors we use to dress ourselves receive a huge amount of attention, but it is the calming shade of blue on your website that might make customers return and your profits rise. If you don’t want or cannot afford to run a full-scale market research into the appropriate colors for your own niche, stick to the general rules of the use of color – calming, soft and cold tones.

Perhaps shockingly, the color you will be using the most will be white – or white space, to be exact – as it can increase the attention received by the text that it frames. Consistency in color usage is also essential to creating a feeling of familiarity, a point in which the customer will automatically connect a color with a certain call to action, slogan or product.

Other features that can improve the user experience on your websites:

  • The integration of images in the design of the site
  • Fewer forms to fill
  • Fewer ads
  • Clarity of service/product and price
  • Any form of security assurance pertaining to payment method or shipping
  • Product reviews, testimonials, guides, and other relevant content
  • Calls to action
  • Interactive buttons and features

With UX, your purpose should be laying down a path for the user to follow with ease from the moment he enters your website to the first purchase he makes. Nearly all of the improvements that you can bring to your website are inexpensive and do not lay stress on your company’s budget. Any additional spending that you may have to make with researching your customers and their wants will not only be helpful for them, but it will also provide a greater return of investment.