Your website isn't just a digital business card—it's often the first and most crucial touchpoint between your business and potential clients.
As an established business looking to grow, understanding and optimizing website user experience (UX) can be the difference between stagnation and sustainable growth. While that might sound drastic, you will find some case studies below that showcase drastic results from investing in good UX. (We’re talking millions of dollars.)
UX may sound intimidating at first, but it is not rocket science and it’s not limited to corporations with hundreds of thousands in marketing budgets. Instead, experience, data, and deep thought can lead to massive improvements in UX that will impact your revenue in very real ways.
In this article we will explain the basics of User Experience on your website, why it matters to your business, and some steps you can take to improve it.
Why Website UX Matters for Your Bottom Line
Your website's user experience directly impacts your business success in ways that might surprise you:
First Impressions Matter: Good design is linked to conversion rate increases of 200%. Good design is able to be appreciated upon the first glance at something. In fact, when potential clients visit your website, they form an opinion about your business within mere seconds.
Customer Retention: Poor UX causes 61% of users to visit competitor sites instead. And this includes even your existent, recurrent customers that grow frustrated by the mediocre digital experience.
Competitive Edge: In a crowded market, superior website experience helps your business justify premium pricing and attracts quality clients.
What really is User Experience
Have you ever opened a resealable bag of nuts or frozen vegetables, only to tear part of the seal off the bag in the process, rendering the seal useless? Or have you sat down at a coffee shop to get some work done on your latest project, only to find your computer is low on battery and there is no plug in sight?
This is all part of your experience as a user of something (User Experience)! If something we are using does not meet our needs or adds another layer of inconvenience or difficulty, we are less likely to want to use it again. Go through your day taking note of all the things (products, services, events, spaces, websites etc) you interact with and how your experience is.
When it comes to your website, this is the experience a typical user will have interacting with it, including how easy it is to get to, how well it functions, how readily they accomplish what they are seeking on your site and more.
Key UX Elements That Drive Business Growth
Now let’s debunk the myth that UX is an arcane and confusing art. Sure, there is certainly a lot to be learned, but significant improvements can be achieved by understanding user habits and following some base concepts. Fortunately, there is abundant data available to you on user habits. Below we will break down a few basic concepts of good UX for website design.
1. Clear Communication
Your business website should immediately answer three critical questions:
What you do
Who you serve
Why clients should choose you
This clarity helps qualify leads and reduces time spent explaining your services to prospects who aren't a good fit.
Have you ever been on a website and didn’t immediately understand what what the business actually did? It can feel like you have to become a Private Investigator just to figure out what they does, how they do it, and for whom. This is one of the mortal sins in UX that has the potential to really punish your online success.
2. Signs of Professional Credibility
Growing businesses need their websites to convey trust and authority. When people trust your business and what you are communicating, sign-ups and sales are an effortless byproduct.
A website can accomplish this by guaranteeing:
Clear contact information
Professional design that matches your service quality
Client testimonials and case studies
Industry certifications and awards
Security indicators for sensitive information
3. Intuitive Navigation
Your website should guide visitors naturally toward their goals by using:
Logical menu structure
Clear calls-to-action
Easy access to important information
Seamless mobile experience
Quick loading times
Warning Signs Your Website Is Hurting Growth
Alright, so you might not be an expert in User Experience yet and can’t fully determine the state of your business website’s UX. But, you can find signs of how things are going by looking at the end result: the actual performance numbers that impact your business.
Business Indicators
Look for these red flags in your business metrics:
Stagnant lead generation despite increased traffic
High bounce rates on key service pages
Increasing time spent explaining basic services
Lost opportunities to competitors with stronger online presence
If running ads, very high conversion costs that are above industry average
User Feedback Patterns
Your existing customers are a gold mine to determine how effective your business website is and what the best course of action is. Pay attention when clients mention:
Difficulty finding specific information
Frustration with mobile viewing
Uncertainty about next steps
Confusion about your service offerings
The ROI of Investing in Website UX
As in anything in business, it’s important to understand how every specific investment has the potential for financial return. Calculating the ROI of UX is not that complicated as it leads to increased conversions: discovery calls, proposals, and sales.
When based on good practices and data, every small change for the sake of better UX contributes to moving the needle forward. Smart investment in website UX typically delivers significant returns:
Reduction in customer acquisition costs
Higher conversion rates from existing traffic
Increased average project value
More referrals from satisfied clients
Stronger position to command premium pricing
All this is good and great, but it will make more sense with some real numbers. When businesses have done the hard work in UX, it has shown to pay off for them.
Here are those case studies we mentioned at the beginning of the article for companies that have seen their UX investment multiply:
HubSpot's record page redesign led to a 33% revenue growth to $1.731 billion.
SEOcrawl doubled its user base after a comprehensive UX redesign.
A small e-commerce site achieved a 14x ROI and $17 million in sales lift after improving their mobile responsiveness.
Taking Action: Next Steps for Business Leaders
Now that you have a better idea of what UX is and how it influences your business’ growth and overall success, it’s time to take action.
Before even investing on professional help to improve your website (we can be your partner for this, by the way 😉), there are things your team can start doing.
Here’s an action plan:
Immediate Actions
Conduct a Basic Assessment
Test your website on different devices
Time how long it takes to find key information
Ask trusted clients for honest feedback
Review your contact form completion rates
Document Pain Points
Track common client questions about your website
Note any technical issues reported
Monitor conversion rates on key pages
Analyze mobile vs desktop performance
Plan Strategic Improvements
Prioritize updates based on business impact
Consider professional UX evaluation
Set clear goals for website performance
Allocate appropriate resources for improvements
Making the Investment Work for Your Business
Knowing what is wrong and where the areas for improvement are puts businesses on an advantageous position as most organizations are completely oblivious about this (we have seen this many times, unfortunately). It makes sense, as most small and mid-sized business are mainly focused on what they do and, during the first few years, they are more likely to ignore things like this as all resources go to operations and sales.
Congrats, you now have an above-average understanding of how website UX impacts your business, and this gives you a competitive edge above your competition who haven’t taken the time to understand the effects of UX. Now, it may be the time to think about implementing some upgrades.
When investing in website UX improvements, focus on:
Measurable business outcomes
Scalable solutions that grow with you
Professional implementation that reflects your quality standards
Regular evaluation and optimization
Closing Thoughts
For established businesses looking to scale, website user experience isn't just about aesthetics—it's a crucial business asset that directly impacts growth and profitability.
By understanding and optimizing your website's UX, you create a powerful tool that works 24/7 to attract, engage, and convert your ideal clients while strengthening your market position.
Remember: Your website should be your hardest-working employee, not your biggest business obstacle. Investing in user experience today sets the foundation for sustainable growth tomorrow.
If you are looking for expert guidance on improving your website's performance, contact STOA for a comprehensive digital assessment tailored to your business goals.
