The Importance of Website Usability in Driving Customer Growth

Let’s meet David, the owner of a bespoke furniture manufacturing company, which has grown steadily over the years to reach an impressive annual turnover of ￡2.7 million. He’s built his business on high-quality craftsmanship, attention to detail, and the trust of his clients. However, as the market shifted towards online purchasing and customer expectations changed, David noticed a significant challenge: his website wasn’t converting visitors into paying customers.

David’s workshop was still buzzing with repeat business and word-of-mouth referrals, but new customers were finding him through online searches, visiting his website, and leaving without placing an order or even enquiring further. He realised that while his products were top-notch, his website’s usability was failing to give visitors the seamless, easy experience they were expecting. So, he decided to focus on improving the usability of his website, ensuring that it became a powerful tool to drive customer growth.

Here’s how David made his website work for him and how any small business can do the same.

1. Simplify Navigation for an Effortless Experience

When David first analysed his website, he found that visitors were getting lost in the complexity of his menu. The navigation was cluttered, with too many categories and subcategories, which frustrated potential customers.

To fix this, David simplified the navigation. He reduced the number of categories and ensured that all essential information—like product details, pricing, and contact forms—was no more than two clicks away. This small change made a huge difference. Visitors could easily find the information they needed, and the number of enquiries coming through his website started to increase.

Lesson: Website navigation should be intuitive and straightforward. If potential customers can’t find what they’re looking for quickly, they’ll leave. Simplify your site structure to make the user journey as smooth as possible.

2. Make Your Call to Action Clear and Visible

One of the biggest issues David identified was that his website didn’t have clear calls to action (CTAs). Potential customers would scroll through beautiful images of his furniture, but they didn’t know what to do next. The “Request a Quote” button was buried at the bottom of the page, and there were no prompts encouraging visitors to take action.

David placed clear, strategically positioned CTAs throughout his website. Buttons like “Get a Free Quote” or “Speak to a Design Expert” were added to key areas—such as the homepage and product pages. This made it easier for customers to take the next step, and conversions improved.

Lesson: Make your CTAs impossible to miss. Whether it’s booking a consultation, getting a quote, or making a purchase, make sure visitors know exactly what to do and guide them towards taking action.

3. Create a Consistent, Engaging Visual Design

David’s website had beautiful photos of his products, but the overall design was inconsistent. Some pages had different fonts, while others featured varying colour schemes. This lack of consistency created a jarring experience for visitors, making the site feel unprofessional and disjointed.

David decided to revamp his website’s design. He standardised fonts, colours, and layout across all pages, ensuring that the brand’s aesthetic was consistent and visually appealing. The result was a cohesive and polished look that gave visitors confidence in the quality of his business. The improved design made navigating the website feel effortless and professional.

Lesson: A consistent visual design builds trust. When your website looks polished and unified, customers feel more confident in the professionalism of your business. Keep your design consistent to ensure a seamless experience for visitors.

4. Ensure Every Page Has a Purpose

David realised that several pages on his website weren’t pulling their weight. Some pages were filled with generic information that didn’t offer any value to visitors, while others were overly complicated with too much detail. Visitors would land on these pages, feel overwhelmed or underwhelmed, and leave.

To solve this, David made sure every page had a clear purpose. Each page was designed to either inform, engage, or convert visitors. He removed unnecessary pages and focused on the core aspects that his customers cared about—high-quality furniture, testimonials, clear pricing, and a simple enquiry process. Each page was optimised to move potential customers closer to making a purchase or booking a consultation.

Lesson: Don’t clutter your website with unnecessary information. Make sure every page serves a specific purpose and guides visitors towards taking action. Whether it’s educating them about your services or encouraging them to get in touch, every page should work towards driving customer growth.

5. Build Trust with Testimonials and Reviews

Another key issue David discovered was that while his loyal customers loved his work, new visitors didn’t know they could trust his business. His website lacked social proof—there were no reviews or testimonials that reassured potential clients that his furniture was worth the investment.

David reached out to his previous clients and asked for testimonials, which he showcased prominently on his website. He added a section where customers could see real feedback and photos of completed projects. New visitors instantly saw that David’s business was trusted by others, and this social proof played a major role in convincing them to enquire about his services.

Lesson: Building trust online is critical. Showcase customer reviews, testimonials, and case studies to demonstrate that others have had a positive experience with your business. This helps new visitors feel confident in choosing you.

The Results

After making these changes, David saw a noticeable improvement in his website’s performance. Enquiries doubled within the first three months, and he started receiving more orders from new customers. His website wasn’t just a digital brochure anymore—it had become a key driver of customer growth.

Why Website Usability Matters for Your Business

If your website isn’t easy to use, you’re losing potential customers. It’s as simple as that. Especially today more than ever before, people expect a seamless, fast, and intuitive online experience. By focusing on website usability, you not only keep visitors on your site longer, but you also make it easier for them to become paying customers.

If David’s story resonates with you, and you’re ready to turn your website into a powerful tool for customer growth, let’s connect. As The Customer Growth Coach, I can help you create a website that attracts and converts visitors, helping you build trust and grow your business.

– Mark A Preston, Customer Growth Coach & Speaker