When I first started my business, a friend set up the basic website structure for me, and I’ve been managing it myself since then. The old site was incredibly wordy (because obviously that comes naturally to me). When I write for clients, I find it easy to talk about user experience and to write in a way that makes information easy to digest. I really struggled to do the same for myself, which is why I decided to work with a designer to create my new website. We all care about our websites, but it can be hard to see them from our customers’ perspective.
Here’s why your website is about user experience as well as words, and why it can be a good idea to get some help.
What is user experience?
Imagine you’ve been searching for the answer to a question or for a business that offers a specific service. You’ve found something promising on Google and clicked through to their website. How does it make you feel? Do you immediately feel that you’re in the right place, or are there so many pop-ups that you feel overwhelmed? Can you find the information you’re looking for? That’s user experience in a nutshell.
It makes you feel calm and supported, and makes the next step obvious, whether you want to buy something, book a call, or gather more information before you decide. It’s practical and helps your visitors feel looked after.
How words shape user experience
When you create a new website, a good designer will create a layout that makes everything easy to navigate. When I was writing mine, the layout helped me keep my writing short and to the point, so my visitors aren’t faced with big, intimidating blocks of text. It also limits the number of options for the next step to make decision-making easier.
At the same time, a great design won’t help you if the words are wrong. The overall experience should show your customers what it’s like to work with you, especially if your service involves meeting in person. Clear headlines show people they’re in the right place. If your explanations are overly long, they can be overwhelming. Your writing should also include important context to help visitors understand how everything works.
Assessing user experience is tricky
It can be hard to assess how it feels to experience your business for the first time. For one thing, you know your service inside and out. You’ve repeated the same process countless times, and it’s part of your routine. Something that’s obvious to you might be completely baffling to a newcomer. One of the biggest challenges is that your brain fills in the gaps automatically, without you even realising there’s vital information missing. Your website visitors can’t do that, so they miss out on something that could make the difference between buying and not buying.
Sometimes, you might look at your website (like I did) and think, “I know this feels wrong, but I don’t know how to make it better”. Getting feedback from someone who doesn’t know your business as well as you do can make all the difference.
Why does good user experience matter?
When your user experience is off, you might notice that visitors don’t spend long on your website. They won’t tell you what the problem is. They’ll just leave and find another solution. It’s pretty rare for people to contact you to raise an issue. I’ve only done it twice. The first time, I wanted to buy a ticket for something I couldn’t get anywhere else. The second time, I really wanted to support that particular business.
You might also notice that you don’t get many enquiries, that you’re attracting clients who are the wrong fit for your business, or that you keep having to repeat the same information when you speak to clients or reply to emails. If lots of people are asking for the same information, it might be because it isn’t on your website, or it’s tricky to find.
When to get help
I chose my web designer because I knew they would see what I couldn’t and guide me to create a good user experience with my words. At the same time, it isn’t about being wordy. Good website copy is clear and helps visitors choose the best next step for their needs. It also shows them that you help people like them, which helps you attract the right customers.
An outsider, whether a website designer, a copywriter, or both, can give you a fresh perspective and ask the right questions so you’ll see your website through your customers’ eyes.
