User Experience for Business Websites

Create a user experience that produces customers

User experience (UX) refers to a person's emotions and attitudes about a product, or service. It includes the practical, and meaningful aspects of human–computer interaction. In short, UX is all about how you make visitors feel about your company, and your product or service through online interactions.

If for example, you had a great experience at a restaurant or entertainment venue. You felt pretty good about that, right? In this case there’s a high probability that you would return and want to share that experience with others. If the opposite is true, you may also share that.

The user experience is important, because it tells customers that you consider them the most important part of your business. Consideration for others naturally leaves a good impression on a client so, think of UX as a company being considerate of its customers.

What is UX design?

User Experience (UX) design goes beyond making a web site appear attractive and provide basic information. UX involves psychology, strategy, copy writing, and understanding how users relate to your company, your products and your services. Improving the user experience is something productive businesses work on constantly. They focus on the customer by gathering feedback from different sources. When a customer makes a comment through social media, a well-organized company will respond in a productive way to keep that customer and use that information to improve. Getting to know your users is the key to creating a positive user experience.

Gather information

Tailoring a user experience is reliant on information. You can gather feedback from social media, focus groups, or data from review sites like Yelp. Rather than looking at a negative review as a bad thing, consider it an opportunity to learn about something that didn’t work, and fix it. Your staff should be aware of how important gathering and sharing information about clients is for your company. Everyone on your team has the power to help improve user experience.

Examine other sites

Take a close look at your competitor’s sites. Seeing what they do well can help you learn what works. You also don’t have to limit your research on competitor sites. Looking more broadly at sites outside of your industry can help you learn about things that your competitors might not have considered. There are an infinite number of ways to develop your site, and there is room for creativity for any budget.


Consulting comes in numerous forms. You can talk to other business owners, mentors, attend conferences, or work with a web designer. Whether you work with an in-house design team, or external consultants, constructing your website requires a combination of experience. Your web designer should understand the latest tools and be able to explain them to you easily. If your web designer doesn’t have a marketing background, they should collaborate with a marketing expert. Web sites have transformed from virtual storefronts to complex information gathering tools to constantly improve the user’s experience and increase revenue. Marketing strategists are an integral part of a productive web site.

Create a plan

Once you’ve gathered your data, consulted with colleagues and web/marketing professionals, it’s time to write a plan. Web teams should provide a written form of the site and respond to questions related to functionality and cost. A written plan helps understand what will happen and is a less expensive way of implementing changes. The plan should also map out phases and timelines to keep the project on track, on time, and within budget.

Google Analytics

Google Analytics sounds complicated, but it’s basically a way that you can measure what users on your website look for, how long they are on your site, what region they live in, what sites they visited before yours, and many other pieces of information. This tool should be integrated into any business site. It’s relatively easy to install, but working with marketing experts will help tailor it for your purposes. It’s free, but you may incur cost for more tools in Google Analytics.

Roll-out and adjustments

When you’re ready to roll-out your new site, you should first make it available to your staff and those closest to you. This is the opportunity to let others that you trust look at your site and give it a trial run. Here you can identify issues that can be corrected before the public sees your site. You might find that something you intended to use just doesn’t work the way you needed it to. This is a good example of why you should demonstrate your site with those you trust first. Don’t be afraid of correcting your course, but give yourself a chance to do that before the public sees your site.

Remember that user experience is not something that you develop once. UX requires constant evaluation. A good rule is to evaluate your site 4 times a year. Your site should also complement social media or any other source that you use to get clients. UX is as dynamic and as ever changing as your customers, the economy, your industry, and your product or service. Using this understanding to your client’s advantage will lead to a strong group of clients that are loyal to your brand, and spread the word about you.


For more information on developing an excellent user experience for your clients, contact the experts at Advertising Avenue.

Nancy M. Hernandez
Nancy M. Hernandez
UX Director and software entrepreneur helping businesses manage and developing their websites and marketing channels. Loves helping and motivating others to succeed.