Simple additions, such as products filters and search bars, can also be all-important to the user’s decision to stay on or click off your site. In other words, the difference between a sale and a missed opportunity!
Make sure that you use effective typography; poorly designed text can be a real hindrance to a good user experience. Use an appropriate font size and style, whilst taking care with spacing and alignment. Most importantly, make use of clear and concise headings.
Beyond their importance for SEO, headings will help guide your reader through the website and help break up content. An unformatted block of text that is not broken up by headings and bullet points is a visual turn-off and may discourage the user. On your homepage especially, you need to concisely highlight the USPs, benefits, and key features of your product(s)/service(s). These formatting techniques allow you to do so.
Although you will carry out these changes on desktop, you need to remember how your content will look on mobile. For instance, taking a smaller device-width into account, you will need to ensure that you do not put too much copy above the products on a category page. If you do, a user will have to do far too much scrolling to get to the products. In turn, you are likely to lose customers who find it difficult to navigate or purchase items on a small screen.
If you want to supply additional copy to target keywords for SEO purposes, it is simple as putting added copy below rather than above the products. You need to always make sure that you are not sacrificing SEO for UX – both are important, so you will need to find a happy medium.
Utilise White Space!
Remember, empty white space is essential to your website design. Your website needs to be packed with engaging and unique content, but this content also needs to be allowed space to breathe. According to Crazy Egg, white space around your content increases user attention by 20%!