Your website is often the first impression customers have of your business, but it’s all too easy to leave them with the wrong impression. Slow, clunky and frustrating navigation can all drive users away and have a lasting impact on your business. With 40% of visitors leaving a website if it takes longer than 3 seconds to load, it’s plain to see that if your users struggle to find what they’re looking for, they won’t stick around to figure it out.
High bounce rates and low engagement are the direct consequence of an outdated website and that has a knock-on effect on your overall credibility as a business. Before we look at how you can update your website’s user experience (UX), let’s look at what users expect when they visit a website.
User Expectations in 2025
Think about what you expect when you visit a website – you want the experience to be seamless, fast and given 60% of global web traffic is via mobile, a mobile-friendly website is also a must! We don’t just want a website to look good – we expect it to function flawlessly.
It’s important to recognise that today’s online audience is impatient. If a competitor offers a smoother experience, they’ll switch in seconds. Websites that are slow, confusing or outdated send a clear message – your business isn’t keeping up. This ultimately leads to lower trust, fewer conversions and lost opportunities. Regardless of whether you’re an online shop or a service provider, offering a modern and user-friendly experience isn’t something you can opt out of – it’s essential to attract and retain your audience.
Outdated vs Modern Websites: A Clear Difference
Landing on a website with a cluttered design, confusing menus and long load times is going to make you hit that back button in seconds. But compare that to a sleek, well-structured website where everything is easy to find, the pages load instantly and it looks great on any device – which business is going to seem more trustworthy?
A well-optimised site will keep visitors engaged, increase the chances of conversion and leave a lasting and most importantly, positive impression. If your website still feels like it’s stuck in the past, you’re likely losing customers before they even have a chance to connect with your brand.
The Business Impact of a Poor User Experience
A frustrating website will not only annoy visitors but actively hurt your business. Poor UX can lead to:
- Lower Conversion Rates – if users struggle to navigate your site or complete a purchase, they won’t try to battle through. They will go elsewhere.
- Lost Revenue – every visitor who leaves due to slow load times or poor design is a missed opportunity that you won’t get back
- Damaged Brand Reputation – an outdated website can make your business look and feel unprofessional and unreliable; two things you don’t want potential customers to view you as
A bad user experience isn’t just a minor inconvenience – the impact is far greater and is detrimental to your business growth.
How To Improve Your Website’s User Experience
The good news is that you don’t need a complete website overhaul to make impactful changes. Here are some quick but effective ways to enhance your website’s UX:
- Optimise load times – compress images, enable browser caching and use a content delivery network (CDN) to speed up your site. Simple tweaks like these can drastically improve load times, keeping your visitors engaged and reducing bounce rates.
- Improve navigation: keep your menu structure simple and intuitive. Make sure your users can find what they need in seconds – fewer clicks lead to better user experience and higher conversions.
- Ensure mobile compatibility: with mobile traffic streaking ahead of desktop, responsive design is non-negotiable. Even the most basic website builders such as Wix, allow you to optimise how your website looks on mobile. Make sure to test your site across multiple devices to check how it looks in real life!
- Enhance readability: Use clear fonts, ample spacing and concise content to keep visitors engaged. Ensure your text contrasts well with your background to avoid readability issues.
- Prioritise accessibility: Ensure your website meets WCAG 2.2 Level AA guidelines, focusing on improving accessibility for users with visual, cognitive, and motor impairments. Keep in mind the key updates such as better contrast for text, keyboard navigation, and touch gesture alternatives. By complying with WCAG 2.2, you’ll stay aligned with global standards and evolving regulations.
Time for an upgrade?
A well-optimised, user-friendly website isn’t just a ‘nice to have’. It’s a crucial factor in building trust, increasing engagement and driving business success. If your website isn’t meeting modern expectations, it’s time for an upgrade. After all, a great user experience isn’t just about keeping visitors happy – it’s about keeping them coming back for more.
