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Five Simple UX Mistakes Your Website Could be Making

“I don’t understand – the website looks great. So why aren’t we having any online bookings?”

Sound familiar?

Having a pretty website is all well and good, but if visitors can’t use it to buy or enquires about your goods or services they’ll be left confused and often with a bad impression of your company.

Here is our list of simple UX Mistakes your website could be making which can have a big effect on your online marketing performance:

1. Promote your primary function.

This may seem incredibly obvious: make sure users can find what they’re looking for within seconds of being on your site.

When conducting market research for the new Oscar site we were astounded to see how many Recruitment agencies’ job search tools were hidden well below the page fold or towards the end of a tiny menu. If visitors can’t see your primary function within seconds, they may simply give up and click on your competitor instead.

Not every visitor to your site will be looking for the same thing, but by analysing your user behaviour and traffic flow you can quickly identify the main features or products people are coming to your website for.

2. Fix Your Forms

You only wanted to read a whitepaper but the website wants your name, contact details, job description, mother’s cat’s maiden name, inside leg measurement and a lengthy description of your perfect Sunday.

Finding out more about your potential customers is important in order to personalise their experience but lengthy online forms will scare many of them away and damage your conversion rate. Keep initial forms to the bare information you need – name and email address will usually do the trick. You can then ask for more information during further interactions.

3. Declutter Your Landing Pages

While we’re on the subject of forms, bespoke landing pages are often a great way to optimise conversions on your site.

A nice clear landing page will be eye catching, give compelling reasons to complete your desired action and have a quick, simple method for the visitor to do so.

Popups, ads, mountains of text, dancing gifs and links can draw their attention away from the landing page’s purpose and harm your conversions.

Remember, have only ONE objective per landing page.

4. Keep Content Simple

It can be tempting to write huge paragraphs of text on each page of your website – comprehensively describing every product and service you provide in the most intellectual language you can muster.

When it comes to writing content for your site:

  • Write for the end user, not for search engines
  • Keep sentences and paragraphs short and simple
  • Avoid jargon which your target audience may not understand
  • Avoid using overcomplicated language
  • Structure your content in a pyramid structure with the most important information in the first sentences, followed by the second most important and so forth
  • Use lists and bullet points where possible
  • Ensure content naturally leads on to the next action you would like the user to complete; whether that’s a link to a related page or a button to enquire about a product.


Remember, users skim web copy so make sure they can easily find what they’re looking for – don’t bury it in the middle of a lengthy paragraph.

5. Always Have Your Mobile UX in Mind

Being optimised for mobile traffic is absolutely essential for all websites – from an SEO and UX point of view. With almost 40% of worldwide traffic coming from mobile devices, your site must be responsive and allow users to navigate easily on a smaller screen.

Larger buttons, adequate spacing, simple menus, correctly sized text and a clear site flow are all things to consider when optimising the UX of your mobile site.

Google’s latest algorithms have heavily punished sites which are not mobile optimised, so you could seriously harm your chances of being found by a potential customer.

What Next?

If you feel that your website needs help to reach its full potential, employing a UX specialist on a permanent or contract basis can be an effective solution.

To find out more about what a UX specialist could bring to your organisation, please contact me today on 0161 828 8140.