How to improve a business website’s user experience?


With the recent developments in technology and a growth of mobile users, an increasing number of UK businesses see the opportunity of boosting their sales through reaching their potential clients online. Nevertheless, this is often easier said than done as a number of different factors can directly or indirectly affect your company’s success in the digital world.

First impression matters. Your website, in majority of cases, will be the first point of contact between you and the potential customer. Indeed, it only takes about 1/10 of a second to form a first impression about a person and websites are no different. Recently, Google’s research confirmed that a typical user would only take about 50 milliseconds (0.05 second) for a user to form an opinion about your website, and sadly the facts are harsh – they’ll only stay if they like it.

But what is it exactly that would make a user trust your brand and stay on your website to ultimately be motivated enough to make a purchase?

Translate your content

With the growth of internet, it is now easier than ever for companies to approach customers based in other countries. In fact, more than 20% of consumers regularly purchase goods online from companies based abroad. Interestingly, more than 90% of those customers admit that they feel more encouraged to finalising a purchase if the information about the product or service is provided in their native language.

As you can see, translating your website and its content can be extremely beneficial. Not everyone around the world is able to speak English and so customers simply prefer if they are able to see the information in their own language as it allows them to fully understand the content provided. Surely, translating your material is also extremely positive for overall brand building as it presents your company in a more professional light and allows you to approach customers based in different markets from a personalised angle.

Of course, business translations cannot be simply done by someone who just happens to speak the language, even fluently. Even the smallest mistake can be quite harmful for your brand and so it is always advised to seek help from professional translation agencies which specialise in such work and are able to localise your material especially for the region you want to address, also ensuring that the quality of your translated material is high.

A language agency specialising in translation services will be able to translate your documents and website content accurately, and will additionally also ensure that your site is appropriately localised for the foreign market you want to target. There are many different factors which can impact your website’s success in a foreign market – from language, colours and images used to wording and local expression, and a professional translation agency will ensure that all of those factors are optimised.

Think of design principles

Researchers in the UK have recently conducted a study and analysed how different design principles and information content factors can influence trust of websites. The results have clearly showed that the look and ‘feel’ of a website are the main drivers of first impression.

Interestingly, over 94% of participants who took part in this research, declared that the design factors such as busy layout, navigation, colours etc. are the most influential aspects of their first impression of a website, as opposed to only around 6% who declared the actual website content.

As you can see by the numbers, ensuring that the design of your website is clear and easy to navigate for the visitor as well as pleasant to the eye can be extremely beneficial in terms of converting visitors into clients as well as building a strong brand image.

Website Speed

Another tremendously important aspect of website user-experience, which is often overlooked by many web designers is the website’s loading speed. Generally speaking, your website should load within less than 5 seconds. If it takes longer than that, the visitor might get irritated and simply leave, going to your competitor’s website instead.

Large images used on a website are one of the biggest factors influencing your website’s performance. It is important to minimise the file size of your imageries without compromising their quality. Finding the right balance between picture size and quality can often be quite difficult, however, it is extremely significant as low quality picture can also hard the user-experience on your website.

The Fold area

Just a few years ago the ‘above the fold’ issue has been discussed by many researchers. Today, the newest researches indicate the people do not have any problems with scrolling throughout the website and they in fact prefer that to content divided into a number of sub-pages. As it takes about 0.05 seconds for a user to have the first impression of your website, the above the fold area becomes critically important. What the visitor will see immediately after loading your website will most likely determine whether they even want to scroll down and explore your content.


Nowadays, design and user-experience play an even more important role in digital business than ever. People form opinions based on visual aspects within seconds and such impression can last a very long time. Companies must approach their potential customers in an individual manner and from a unique angle. From translating your content to minimising your pictures and increasing site’s speed – all of the boxes must be ticked in order to ensure that your visitors have the best possible experience on your website, which could then hopefully lead to converting them into clients.

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