Your website is often your consumers’ first or second experience with your brand. They may be looking for a solution that you’ve written about in your blog, or discover one of your main product pages through SEO. Having a website enter the picture so early in their research will shape their perception of your business, so it’s vital you make that first impression count.

In this article, we’ll share what you can do to optimize your website to make the best brand impression possible, and why it’s important to do so. We follow these best practices at Made Neat, and have seen how they help our clients’ conversions.

Why you need to focus on good UX and UI

It helps visitors find what they’re looking for

A good user interface is intuitive and easy to navigate. Strategically designing your website will help your visitors find what they’re looking for within as few clicks as possible. Ultimately, that leads to happier visitors and more potential customers.

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It keeps your bounce rate low

A good user experience translates to lower bounce rates, because you’re making it easy and enjoyable for people to stay on your website, click through different blog posts, learn more about your products and services, and avail of your free downloadable content.

It encourages purchase

Picture this: A potential customer with high purchase intent comes to your website, knowing you sell Product X. They don’t see a link to your store anywhere on your main menu, and so they click around your website looking for it. Little do they know, it’s hidden in a “Products” page that’s a subitem of your “About” page. Your almost-customer ends up leaving your website and looking at a competitor instead.

When your UX and UI works well, it helps visitors find what they’re looking for, encourages people to stay on your website, and makes it easy to make a purchase. All of that translates to more sales and conversions.

At Made Neat, we do our UX and UI research differently every time, based on what our clients’ goals and market is. However, here are a few basic tips to help you make a great first impression with any website.

How to make a good first impression with your website

Take your mobile experience to the next level

With so many consumers accessing website via mobile devices, Google has switched to mobile-first indexing. That means it’s more vital than ever to have a strong mobile presence.

Instead of just building a desktop site and making it responsive, Made Neat designs both desktop and mobile versions of the website, with strategic functionality suited to desktop and mobile browsers.

Focus on speed

Website visitors will leave within seconds if your website doesn’t load quickly enough. You’ll lose more than half your traffic if your site takes longer than 3 seconds to appear.

As the race for speed continues and attention spans get even shorter, optimizing for page load speed is critical. We build websites with speed in mind, keeping things as simple as possible to shorten any time it takes to load a page, while ensuring seamless functionality.

Look at your image sizes, page layout, superflours functionality, and backend functions when analyzing how you can speed up your sites.

Perfect your branding

It may sound basic, but you should keep your logo, colors, fonts, and the like all uniform across your different channels. You can even incorporate your vision into the build of your website, to keep it in line with what your company stands for.

For example, if your company is a research firm and you advocate for the discovery and sharing of knowledge, having a more complex navigation bar with separate pages for blogs, resources, and case studies would make sense. If your company is all about simplicity, you should convey that with a straightforward website design as well.

Keep it interactive

Since your website is often an early touchpoint with potential buyers, it’s important to make an impression. Made Neat creates interactive animations and designs on our websites to keep things visually interesting.

Having interactive features that work seamlessly and delight your visitors can do wonders for your bounce rate. They can convince visitors to stay on your website and explore a page further, or showcase your product or service better to gain conversions.

Understand your users

Finally, your website must be specific to your business and users. It should make sense to your users, which means it’s vital you do UX and usability testing.

Essentially, your website must be fast, look nice, and work the way your users need it to. Investing in a functional, beautiful online presence helps you gain authority, improve brand perception, and increase sales.


Luke Humble