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4 Reasons You Should Care About UX and UI

UX/UI influences your SERP rankings, bounce rate, and more.

UX, UI, graphic design…why do they matter? When you’re analyzing where to spend your already stretched-thin budget, it’s easy to brush off design either as a given – it should just work – or even think of it as fluff.

After all, who cares how something looks if it works well?

Your customers and clients care! When it comes to user experience (UX) and user interface (UI) design, it’s about more than picking great colors and hoping for the best. It’s about bringing customers to your site, keeping them on page, and more. Not convinced yet? Here are four reasons why you should care about UI and UX, too.

1. Great UX/UI Brings Customers to Your Website

Yep, we’re talking about SEO. And why wouldn’t we? Search engine optimization is what draws potential customers to your website in the first place. And we’ve learned that Google cares about UX and UI, or at the very least, the consumer behaviors they promote. Well-organized websites are easier for search bots to crawl, making them easier to find. Mobile-first indexing means that sites optimized to work well on both mobile and desktop fare better on the SERP. A lower bounce rate can help your ranking. And what better way to keep customers on the page than a well-designed, easy-to-use site? That leads us to…

2. Great UX Keeps Customers on Your Website

In the 100-meter dash, 3 seconds is the difference between Usain Bolt and your average middle schooler. In SEO, 3 seconds is the difference between a happy consumer and a lost conversion.

According to Google, 53% of users abandon a site if it takes more than 3 seconds to load. That means that your fight for customers doesn’t stop at the SERP.

Once the race to load your page is complete, know that you’re not across the finish line. Great UX and UI help keep that hard-won customer on-page for longer, increasing their likelihood of converting. UX focuses on ensuring that the logic of your site makes sense, flows well, and presents crucial information quickly. Do all of the buttons work, or do they cause unexpected results? Is your site intuitive to navigate, or does it take a consumer two, three, or a dreaded four clicks to find what they’re looking for?

When you dedicate proper resources to user experience, you improve your Core Web Vitals performance and have a better shot at not only drawing customers to your site but keeping them there for longer. Plus, the lower your bounce rate, the better it looks for SEO. Meaning that customers who stay longer bring more customers in the long run.

3. Great UI Showcases Your Brand Voice

UI concerns itself with the visual aspect of your website. What do customers see when they click your search result? What story is it telling on the initial impression?

Once your site loads, it’s crucial to make a great first impression and showcase the services and products that you offer. Visual engagement doesn’t focus solely on high-quality graphics and picking the right font, though that’s part of it! Visual engagement also means staying true to your brand’s identity and maintaining distinct branding. Sticking to your brand identity can serve as a unifying factor when you’re working with dozens of different locations in various cities. It can also make your website a distinctive mermaid (or man) in a sea of competitors.

When you provide unique, powerful content that is tailored to your brand’s unique, powerful identity, it’s memorable to your consumers and keeps them coming back for more.

4. Great UX/UI Shows That You Mean Business

Throwback sneakers: very cool. Throwback websites: not so much.

We’ve all visited sites that look straight out of the dial-up era. White backgrounds, blue and black text, and even some funky word art or low-quality graphics to match. While “retro” can be a bold aesthetic choice when done right, most companies aren’t going for that look. And let’s be honest – like the throwback sneakers, most can’t pull it off, either.

When your site is beautiful, up-to-date, easy to navigate, and on-brand, your company looks more professional. It communicates to your customers that they can take you seriously and tells your competitors they should, too.

High-Quality Content, High-Quality UX: Local Pages Content

Words move hearts, not buttons. However, you need high-quality UX and UI to ensure you maximize your conversions and keep consumers in the pipeline during their purchase journey.

With GPO’s Local Pages, you can expand your digital footprint while maintaining a completely brand-matched experience from visuals to voice.  Fast-loading local pages are expertly designed to keep your consumers on-page with thoughtful UI, interactive modules, and relevant content that answers searchers’ most pressing questions — allowing for a seamless experience and cleaner “messy middle” of the consumer journey.

Ready to connect with consumers and up your conversion rate? Let’s talk!

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