Most small business websites face this problem.
A good content strategy is complex work. It requires hours of crafting compelling website content. But that’s only the beginning.
Every page must be optimized for both visitors and search engines. That means paying attention to SEO requirements, including researching and incorporating keywords.
Then… The traffic you worked so hard to get slips away.
Why?
The most common culprit among small businesses is poor user experience (UX).
A content strategy that ignores UX is like a storefront with a funhouse maze at the entrance.
Think of it this way: You’ve got a leaking pipe you don’t have the proper tool to fix. So you run to the hardware store and find that you must go through a funhouse maze to get into the store.
You are not going to want to waste the time.
That is why bad UX can kill your website.
Instead, good content and UX must coexist like the perfect married couple. Failure to do so can and will cost your business customers.
The Strengths of a Well-Executed Content Strategy
A strong content strategy is the backbone of any successful online presence. When done right, it allows you to:
- Climb Search Rankings
- Attract Targeted Traffic
- Establish Authority
- Drive Conversions
But, even the best content strategy will fail if it doesn’t have a strong marriage to good user experience.
Where UX Fits In
User experience is visitors’ emotional and practical journey when navigating your website. It encompasses everything from page load speed to intuitive navigation and mobile responsiveness.
Let’s go back to thinking about a brick-and-mortar store:
In that context, good UX is an attractive, inviting space to help you find what you want. If something is in the back of the store, it isn’t buried. Instead, it’s mounted high on a wall so you can see it when you come in. Think kayaks or bicycles in a sporting goods store. That way, you know immediately which way to head. In that case, you don’t mind going past other related offers as long as you know you’re headed in the right direction.
But neglect UX, and here’s what happens:
- High Bounce Rates: Visitors are confused or frustrated and leave.
- Lost Credibility: Users will assume your products or services are equally unpolished.
- Poor SEO Rankings: Search engines notice when users leave quickly. And they penalize you for it.
- Missed Conversions: Even the best content can’t convert frustrated visitors.
Think of UX as the bridge between your content and your audience. Without it, even your most powerful words will be lost.
So What’s the Answer?
That’s easy. Work your UX strategy and your Content Strategy together.
Transformation can happen when content strategy and UX are developed hand-in-hand. Here’s how the two should complement each other:
- Clear Navigation + Engaging Content:
- Users quickly find the information they want. This boosts their satisfaction and time on site. This increases your chances of converting them into clients.
- Fast Load Times + Valuable Insights:
- Content loads quickly, keeping visitors engaged and thrilled by what they discover.
- Mobile Optimization + Strategic Calls To Action (CTAs):
- Seamless mobile experiences guide users effortlessly toward conversion.
- Intuitive Design + SEO Excellence:
- Design elements like breadcrumbs and headings enhance usability while reinforcing SEO structure.
How to Strengthen Both
To avoid the pitfalls of a flawed strategy, consider these tips:
- Audit Your Website Regularly:
- Identify UX and content issues that could undermine your website’s performance.
- A professional audit will help ensure you’re not wasting your time and money on your website. Do this every three to five years to ensure you aren’t falling behind the latest best practices.
- Collaborate Across Teams:
- Encourage content creators and designers to align their goals and work together.
- Test, Learn, Adjust:
- Use heatmaps,
- A/B testing, and
- Analytics to understand how visitors interact with your site and refine the experience.
- Focus on Accessibility:
- Make your site inclusive for all users, improving usability and SEO.
- After all, upwards of 28% of our population has some disability. That’s a lot of people to cut out of your potential client base.
The Stakes Are High
In today’s competitive landscape, neglecting UX can kill your website’s ability to work for you. Even the best content strategy will crumble under the weight of poor usability. But when they work together, the results can be exhilarating, offering:
- More traffic
- Longer engagement
- Higher conversion rates
Your website deserves to thrive – let UX and content lead the way.
Bring Content and UX Together for Success
Your website has the potential to be your most powerful business asset. But only if it’s built on a foundation of both stellar content and seamless UX. Neglect one, and your hard-earned traffic will vanish. Master both, and you’ll convert visitors into loyal customers.
Let the two together be the perfect hosts, welcoming and offering value to your visitors.
Don’t let poor usability sabotage your efforts. Audit your site, align your content and UX strategies, and keep refining. The payoff? A thriving online presence that delivers results and fuels your business growth. It’s time to unlock your website’s full potential.