A BIG question that’s been popping up with our service-based clients lately is how to increase customer satisfaction at all stages of a customers journey. Too often, business owners are unintentionally frustrating potential leads before they even get signed up to their services through things like not setting clear expectations, frustrating contact journeys and a poor website. So today we’re diving into fresh strategies for improving customer satisfaction on your website, to get as many leads as possible converted into new customers.
1. Optimise your site speed
Customers expect quick access to information. If your website is slow, they might leave before exploring your services. This makes fast-loading pages crucial for keeping your visitors engaged and satisfied.
Is your website hosted on Wix? Enable caching through your Wix dashboard, and utilise the built-in tools to optimise any images or videos for fast-loading.
Using Squarespace? You can also enable caching in your Squarespace settings, but you’ll have to compress your images or videos before you upload them to help them load quickly (Squarespace doesn’t have built-in tools for this like Wix).
There’s lots of tools out there to test your website speed and get detailed recommendations on how you can improve it, but we recommend using Pingdom. This is a great free tool to use- simply put in your website URL and it gives you a site speed performance grade, page size and average load time (we recommend aiming for a average load time of under 2 seconds, but the faster the better). It also gives you specific recommendations on how you can improve your site speed so you can take action to make it even lower.
2. Enhance mobile responsiveness
With a growing number of users accessing websites via mobile devices (have we mentioned this enough yet...), a responsive design is essential for providing a seamless user experience. To keep your customers happy, you simply must ensure your website looks great and functions well on all devices, especially smartphones and tablets.
Both Wix and Squarespace enable you to easily create a responsive design, with pre-created responsive templates, preview options for all screen sizes and the ability to adjust key elements like font sizes, stacking directions and image visibility for mobile users.
3. Implement clear calls to action (CTAs)
Clear and compelling CTAs improve user engagement and conversion rates by directing customers to the next steps. Not only will having effective CTA’s better guide users towards your desired actions, it will make your customers happier by them being clear about where each button leads to, and where they could go next to continue exploring your website.
When writing your CTAs, remember to keep them accessible so they’re clear for all users. You can do this by ensuring they’re descriptive (e.g. “discover our services” opposed to “learn more”), and not referring to them by their page placement (e.g. avoid the use of terms like “click the button on the right” – this might not be visible on the right of the text on all device sizes, or users utilising tools like a screen reader won’t physically be able to see its’ position on the page).
4. Offer easy navigation with a user-friendly menu
Creating a well-organised, intuitive website menu is essential for ensuring that customers can find information quickly and easily. Best practices include:
Using clear, descriptive labels for each menu item, which helps users understand where each link will take them.
Grouping related pages under logical categories and using dropdown menus to prevent clutter, especially if you have multiple pages.
Ensuring that your primary navigation is easily accessible on all devices by testing it on mobile, tablet, and desktop views.
Highlighting important pages or call-to-action buttons with contrasting colours or bold text to draw attention (for example, highlighting a limited-time sale or seasonal category).
Check out Apple’s website for a masterclass in clean, intuitive navigation.
6. Provide comprehensive FAQs
Providing comprehensive FAQs is a crucial component of an effective website, helping users quickly find answers to common questions. When writing your FAQs, use clear, concise language and organise your questions logically, grouping similar topics together.
Questions should be written from the user's perspective and provide straightforward, informative answers, with your answers written in a friendly but professional manner. It’s best to put this information at the bottom of key pages like the homepage and service page, to ensure users can easily find and utilise the FAQs, enhancing their overall experience on your site.
We often recommend using a collapsible format to present FAQ’s, to keep the section tidy and user-friendly, whilst enabling users to only expand to see the answers that are relevant to any query they may have. On both Wix and Squarespace, you can use their pre-designed FAQ blocks to create a clean, accessible layout in this collapsible style.
Looking for inspiration? Here’s an example of the Oban Holiday Lets FAQ section we’ve added to their website that we recently designed and launched for them, showing this collapsible design with the questions written from the users perspective. You can check-out the other work we did for this company here.
7. Use High-Quality, Relevant Images
Using high-quality, relevant images is vital for creating an engaging and professional website that resonates with your audience and conveys your brand message more effectively. Select images that reflect your brand's identity and message, ensuring they are clear, well-lit, and high-resolution to avoid pixelation. Incorporate images that complement your content and help tell your story, making your site more visually appealing and relatable.
Images can be used to showcase your products, work, or yourself, depending on what’s relevant for your business. But they can also be strategically placed throughout your site to break up text, provide pause for the reader and maintain visual interest with the page. Whilst you shouldn’t overuse images (this can slow down the site), adding images into pages like your homepage, can help convey a better idea of your brand. Meaning imagery not only enhances the aesthetic appeal of your site, but also contributed to a better user experience by keeping visitors engaged and more likely to convert.
Just remember – always use descriptive alt text for accessibility and SEO benefits when adding an image in.
Got some ideas on how to increase your website customer satisfaction?
If you’re looking to implement any of our tips, remember to monitor your website analytics so you can test performance before and after any changes. And as always, if you need any help with implementing these ideas, then be sure to contact us to see how we can help. Happy designing!