The digital world is full of buzzwords and acronyms that leave the majority of web users reeling, but one term that should be on every website owner’s radar is UX. This stands for User Experience, and if it’s not something that you’re currently aware of, then you really need to make yourself familiar with the concept, as it’s the driving force behind high-quality web design in 2018.

Far too many websites are created with the principal aim of appealing to the website owner. Whilst this seems to be good business sense – after all, it’s the owner who’ll be paying the invoice for the website design and development – it’s actually missing the point of the exercise, as it’s the end user who is the most critical factor in a website’s success. It doesn’t matter how beautiful your graphics are, or how stunning your website looks – if visitors can’t find what they’re looking for, or have to spend time getting to grips with your site’s navigation, then you’re not providing them with a great experience.

UX design places the website visitor at the heart of everything, creating a site that it is clear, relevant and intuitive. That means taking into account every aspect of the web design process, from page loading speeds to the tone of your content, with everything combining to give the visitor a pleasurable experience when visiting your website.

As a business owner, you’ll already be well aware of the importance of making a good first impression. Nowhere is this more relevant than in the online world, where a poor experience will quickly see your visitors leaving your site, potentially never to return. But UX doesn’t end there. Don’t assume that fast page loading speeds and intuitive navigation are all it takes to please your website visitor – your aim is to provide them with a top-notch service from the moment they land on your site, right through to completing a purchase or arranging for a quote.

If you want to keep your website current and relevant, then you can’t afford to rest on your laurels, even if your site appears to be performing seamlessly. Digital trends are constantly evolving, and what works perfectly this year may need refining to keep it in line with your customers’ expectations next year. That’s why it’s important to keep an eye on your website statistics, so that you can see for yourself if there are any problem areas of your site, such as visitors leaving before they have completed all aspects of a sale, for example, which is something which would require immediate attention to put right.

So take a good, hard look at your site through the eyes of your visitors, and never stop asking yourself whether their needs are fulfilled, and whether they are satisfied with the online service that you are providing.