Good user experience means visitors can understand your website, find what they need and complete important tasks without unnecessary difficulty. You can improve it by removing common sources of confusion and friction.

1. Make the purpose clear

Visitors should quickly understand what the website or page is about.

Use a clear heading and explain the main purpose of the page near the beginning.

Example:

Book a Professional Tax Consultation
Get help with your annual tax return and business tax questions.

Avoid vague headings that do not tell visitors what the page offers.

2. Make important information easy to find

Identify the information visitors are most likely to need and make it accessible through the navigation and relevant pages.

This might include:

• Services

• Pricing

• Opening hours

• Service areas

• Contact details

• FAQs

Do not make visitors search through several pages for basic information.

3. Simplify important tasks

Look at the actions you want visitors to complete.

For example:

• Submit an enquiry

• Request a quote

• Book an appointment

• Find a service

Remove unnecessary steps and only ask for information that is needed.

4. Make the website easy to read

Use clear headings, short paragraphs, appropriate text sizes and sufficient spacing.

Make sure there is enough contrast between text and its background. This is particularly important for visitors with visual impairments.

5. Make navigation predictable

Keep your main navigation consistent across pages and use familiar labels.

Visitors should be able to understand:

Where am I? → What can I do here? → Where can I go next?

6. Check the mobile experience

Test the website on different screen sizes.

Check that:

• Text is readable.

• Buttons are easy to tap.

• Forms work properly.

• Images fit the screen.

• Navigation is easy to use.

7. Check accessibility

Make sure important functions can be used by people with different abilities.

For example, provide text alternatives for meaningful images, ensure interactive elements can be operated with a keyboard, and do not rely on colour alone to communicate important information. WCAG provides recognised accessibility guidance for websites.

8. Test with real users

Ask someone who was not involved in building the website to complete common tasks.

Watch where they hesitate, become confused or need help. These observations can reveal problems that are easy to miss when you already know how the website works.