How Can I Improve The User Experience (UX) of My Local Business Website?

Website UX
Joy U

Mar 14 ,2024

Using a personal experience, let me give you an insight into why it is important to improve user experience (UX) on your website. I once wanted to place an order for some food from a restaurant a friend recommended.

I visited their website and while browsing around, I couldn’t find a way to contact them or any clear Order Now button. I was too famished and couldn’t waste any more time, so I went for the next available option. Till today, if I ever want to place an order for food I don’t bother going to the former restaurant.

This scenario teaches us that poor user experience can cause you to lose potential customers even when you are not aware. Some customers who are dissatisfied with your site may even leave negative online reviews which can harm your brand.

Don’t forget the word-of-mouth advertisement – they will likely convince their friends and family against patronising your business. Sharing their bad experiences will further discourage them from doing any business with you.

I hope this helps you see why it is important to improve the user experience on your local business website. Having your visitors have an effortless experience on your site and engaging them properly will most likely increase your conversion rates and drive sales for your business.

In my case, I was using my mobile phone to browse the site of the above mentioned restaurant. However, many users may visit your site with other devices like desktop or tablets(part of mobile device 🙂 ). This calls for a UI design consistency. You want your users to have the same experience across all devices. You don’t want them to experience one look-and-feel when they are visiting your local business website on a mobile phone and another look-and-feel when they visit on a tablet or a desktop.

Even a user’s offline experience with your business should be the same with their online experience. This means that your print design, your storefront, your van print design etc, has to align with your online design. The important point here is to not confuse users but rather to convert them.

5 Major Ways to Optimise User Experience (UX) for Local Business Websites

    1. Focus on Clarity and Usability
    2. Prioritise Speed and Performance
    3. Content is King (and Queen): Make it Valuable and Engaging
    4. Mobile-First is the New Dorm
    5. Calls to Action: Make it Easy For Customers to Convert

Focus on Clarity and Usability

The first experience you should consider giving your users is clear navigation and a friendly user interface.

Make sure the language you use on your site is in tune with what your local audience can understand, and let it have clarity. In addition, use simple language, not big vocabulary and very high-level grammar to avoid making it difficult for your local audience to understand your service types, offers and terms of service.

Also, consider using a simple but effective design. Let your design not be obtrusive or too loud.

If you incorporate pictures, if possible, hire product photographers and videographers who will give you professional pictures and videos of your products and/or services.

Focus on Clarity and Usability

Prioritise Speed and Performance

Ensure that your page loading speed is fast and loads in a few seconds at all times.

Not all users will be patient enough to wait for your website to come up.

There are so many offers out there. So, if your web page loads slowly, it’s likely that your users will leave as quickly as possible, thereby increasing the bounce rate while decreasing your conversion rate.

If you want your website to always load fast, ensure that the size of your images is not too large and that they are clear.

Some other ways you can increase your page speed include:

      • HTTP caching
      • Efficient coding
      • Limiting the number of HTTP requests, redirect usage and use of external scripts.
      • Get rid of unimportant render-blocking JavaScript.
Prioritise Speed and Performance

Content is King (and Queen): Make it Valuable and Engaging

A good business owner should know his/her target audience and should create content that answers their question or informs them.

Don’t just be formal with your content. Once in a while, throw in a personal story or a case study that will connect to your audience emotionally.

Ask your audience questions or ask for their opinions to further engage them (PS: People love it when you ask for their opinions on anything).

Share local news that your local audience may find helpful. It could be an event, the weather or a recent occurrence.

Mobile-First is the New Dorm

You need to create a balance for your website.

As I said earlier above, this means making it adaptable to all devices such as tablets, mobile phones or desktops.

There are a lot of topics about mobile responsiveness, but don’t focus solely on mobile phone users. Your design should be cross-device.

Test your website on different devices to ensure that it works seamlessly on all devices and can guarantee a user-friendly experience for all screen devices.

mobile first is the new dorm

Calls to Action: Make it Easy For Customers to Convert

Unlike what most business owners would believe, website visitors and users will not react to suggestive action verbs like ‘You can sign up now!’ Make users know exactly what actions they need to take on your website. 

So, make your call to action (CTA) clear and compelling. This way you can move them to action.

The right way to go about it is to use strong verbs such as Sign up now, Buy now, Apply now, etc., and use contrasting colours and buttons that stand out will make it easily seen. Lastly, make sure you place your call to action (CTA) in a strategic spot so that users can easily see it.

Calls to Action: Make it Easy For Customers to Convert

Advanced UX Strategies For Local Businesses

These are the basic things you should know about optimising user experience, but they are not all you need to improve your user experience.

Here are some advanced strategies that you can apply to your local business website:

      • A/B Testing: If you wish to refine your website, then you may want to try some experiments to see what yields the most results for you. Try different website designs, font sizes and styles, and formats, etc. to determine which works best for your site.
      • Personalisation: Don’t be objective in the content you create, create content that sits well with your local audience. To do this effectively, you may have to do some research to know your location and audience’ behaviour better.
      • Reviews and Testimonials: When you have delivered goods or satisfactorily offered services, you can ask your customers to drop a review or testimonial for you. Put it all over your website and social media pages where potential users can easily see them, this helps to strengthen your customer’s trust in you and enhances your credibility.
      • Business Contact: Do you remember my experience I mentioned above? Make it very easy for your customers to contact you by letting them know that it is okay to reach out if they have questions or if they want to book your service. Tell your users the means through which they can contact you. It could be through a phone call, WhatsApp, email address, or live chat.

If your number or email is on display, enable the click-to-call or click-to-chat function to make it easier for your customers to reach you.

If your business is service-oriented, then you should consider integrating online booking forms for your customers to schedule an appointment.

best practices

To End With

If you have the power to determine the type of experience you want your users to have, it is wise to prioritise it for your local business website.

There are free UX audit tools that you can use on your site.

However, if you can’t do it on your own, don’t panic. You have the option of consulting our agency.  We are specialised in UI/UX web design for local business websites.