The Small Businesses And UX, Why It Matters
User Experience (UX) is not only one of the fastest growing forms of digital content, it’s changing what it means to be a copywriter. More than ever businesses are thinking about the way in which users engage with their content. What they can do to make it more appealing, accessible and user-friendly. So, they will ensure, that people return to it, again and again. While it’s easy to think of these as the concerns of big business, it’s more important than ever that the owners of the small businesses consider the role of UX in their company’s digital ventures (principally their website). As a small business, the stakes are higher. Gaining or losing a few dozen regular customers is far more meaningful to you than it is to a multinational conglomerate.
Still, think UX is only for big business?
Why it matters
UX is a valuable tool in retaining your customers and attracting new people to your business. But, many small business owners fail to see the implications that it has for them and their business. This is a shame as some businesses spend a lot of money securing top writing talent for their content strategy (for which we recommend Digital Logic) but it’s all for naught if the content is embedded in a poor user experience that potential customers don’t want to engage with.
In the same way that a delicious plate of food will be pushed away if it’s just slopped into a bowl, good UX consideration will make your content accessible, appealing and engage your target audience which brings us to…
Engagement and Retention
55% of readers will only actively engage with a website for around 15 seconds. That means you have a 15-second window to either grab their attention or lose them (possibly forever). In this light, you need to consider how your user approaches the page, not only in terms of editorial content. But also, in terms how you guide your user through the journey of uncovering and assimilating the information that you have to offer. Interacting with your site should be like a trip down a yellow brick road. It has to be that they can easily follow it and want to keep walking down.
You can’t get away with presenting readers with a huge slab of text anymore. There are too many other things vying for their attention. You need to guide their eyes to where you want them to go, and you can do that with some of the following good practices:
- Consider the layout– Where do your buttons go on the page? Do they match your branding in terms of color, shape, and style? Are they conspicuous enough to be identified as buttons?
- Maintain flow- Place items from top to bottom in order of importance, and make sure that the user always has somewhere to go at the end of an article. Avoid dead ends and you have a better chance of retaining users.
- Opt for an accessible vocabulary– While your user may be incredibly intelligent and articulate, short, succinct sentence structure is a clear winner for UX. It’s easy for the mind to assimilate and easy for the eye to digest.
By making just a few alterations in how your users digest your content, you can ensure that they keep coming back again and again.
And that can only ever be a good thing for the small businesses!