15 Tips for a User-Friendly Website

1. Clear Goals

Before starting your design, you should know exactly what your website's goal is – do you want to sell, inform, or generate leads? Clear goal definition affects every design and content decision. Unclear goals lead to confusing user paths and reduce your conversion rate. Define your core goals and align all content accordingly. This keeps the user experience focused and effective.

1. If your goal is "Sales"

• Design: Clear product images, price overview, minimal distractions, trust-building elements (reviews, seals of approval).
• Text: Focus on benefits and product value, short persuasive texts, emotional triggers ("Discover now", "Only today available").
• Structure: Product pages, shopping cart, fast checkout, visible CTAs like "Buy Now".
• Metric: Conversion rate (sales per visitor).

2. If your goal is "Information"

• Design: Calm, clear, and readable – focus on content rather than visual effects.
• Text: In-depth content, structured paragraphs, explanatory graphics.
• Structure: Blog, knowledge areas, FAQ, and strong internal linking for longer reading paths.
• Metric: Time on site and pages per visitor.

3. If your goal is "Lead Generation"

• Design: Trust-building with clear guidance to forms or contact points.
• Text: Benefit-focused ("Get valuable tips directly via email"), clear CTA, minimal distractions.
• Structure: Focus on landing pages, testimonials, clearly visible CTA buttons, and simple forms.
• Metric: Number of contacts or sign-ups.

In short

Sales = convince and simplify.
Information = educate and guide.
Lead Generation = build trust and activate.

2. Intuitive Navigation

A clear and logical navigation is the backbone of every website. When visitors can orient themselves immediately, they stay longer. Use descriptive menu items and a clear page hierarchy. Less is often more – too many menu items confuse. Breadcrumbs, internal links, and a visible header improve user experience.

3. Mobile Optimization

Over 70% of users browse on mobile – responsive design is a must. Your site should adapt flexibly to any device. Test regularly on different screen sizes. Avoid too small buttons and ensure texts are readable without zooming. Mobile-friendly sites are also favored by Google.

4. Fast Loading Times

Every second counts: slow websites lose users. Optimize images, use lazy loading, and reduce unnecessary code. Good hosting and caching often make the biggest difference. Test performance regularly – tools like PageSpeed Insights help identify weaknesses. Speed is now part of user experience.

5. Clear Call-to-Actions

Buttons and calls-to-action must be immediately recognizable. Use active verbs like "Get Started" or "Request Offer". Place CTAs where users are emotionally ready to act. Color and contrast are crucial to draw attention. One CTA per section is often enough.

6. Readable Fonts

Good typography builds trust. Choose modern, easily readable fonts and pay attention to line spacing. Avoid too many font styles on one page. Clear structure with paragraphs and highlights improves readability. Readability is UX in its simplest form.

7. Visual Hierarchy

User eyes follow patterns – headlines, images, buttons. Use these patterns intentionally to highlight important content. Colors, sizes, and spacing guide the eye. A clear hierarchy ensures calm and orientation. Design with intention, not randomly.

8. Consistent Design

A consistent look builds trust. Use uniform color schemes, recurring icons, and layouts. This creates brand recognition and professionalism. Inconsistency feels chaotic and disrupts user experience. Consistency means clarity.

9. Feedback and Interaction

Interactive elements give users confidence. Animations, hover effects, or micro-interactions show that something is happening. They make the experience lively. Don’t overdo it – subtle movement is enough to convey modernity. Every action should have a reaction.

10. Accessibility

Inclusive websites reach more people. Ensure sufficient contrast, alternative texts, and logical keyboard navigation. This shows social responsibility and improves SEO. Accessibility is future-proofing – a true sign of usability.

Examples include:

• Accessibility: Texts, images, and navigation usable for screen readers or keyboard only.
• Clear language: Understandable wording, simple structures, and visual support.
• Contrast & readability: Colors, font sizes, and spacing are comfortable and legible.
• Responsive design: Works on any device – smartphone, tablet, or desktop.
• Multilingual: Content available in multiple languages to include cultural diversity.

An inclusive website shows respect for all visitors – it strengthens trust, user experience, and reach.

11. Clear Content Structure

Clear organization helps readers grasp information quickly. Use paragraphs, lists, and subheadings to organize content. This makes texts appear lighter and more professional. Structure is the foundation of good online communication.

12. Provide a Search Function

An internal search is indispensable, especially for extensive content. Users want to find information quickly. A good search function increases time on site and reduces bounce rate. Display results clearly and quickly to avoid frustration.

13. Build Trust

Trust is the basis of every conversion. Show genuine customer reviews, certifications, or case studies. Authenticity beats perfection. People buy from people – make your brand tangible and approachable. Transparency is the new marketing.

14. Regular Testing

Regularly test user behavior. Analyze click paths, forms, and loading times. Identify early where users drop off. A/B testing provides valuable insights. Only those who measure can optimize – and those who optimize remain relevant.

1. Google Analytics (GA4)

GA4 allows path and funnel analysis to see how users navigate your site and where they drop off. It provides comprehensive data on click behavior, conversion rates, and user flow.

Pros: Free and powerful.
Cons: Data stored by Google – privacy compliance required (anonymization and consent).

Ideal for: Websites with marketing focus and conversion goals.

2. Matomo (On-Premise)

Matomo is a privacy-friendly alternative to Google Analytics. You can track click paths, funnels, and user behavior in detail – and all data stays on your own server.

Pros: Full data control, GDPR compliant.
Cons: Slightly more technical setup.

Ideal for: Organizations with high privacy requirements.

3. Hotjar

Hotjar shows heatmaps and session recordings of clicks, scrolls, and drop-offs. You can also integrate surveys for direct feedback.

Pros: Excellent visual insights for UX optimization.
Cons: Privacy compliance – user input recordings must be anonymized.

Ideal for: UX analysis and website optimization.

4. Microsoft Clarity

A free tool with heatmaps and session recordings. Provides simple click path analysis – great for smaller websites or beginners.

Pros: Free, easy integration.
Cons: Less in-depth analysis than Hotjar or GA.

Ideal for: Small to medium websites.

5. Mixpanel

Mixpanel is an event-based tracking tool analyzing user actions over time. Perfect for web apps or SaaS products to understand retention and return behavior.

Pros: Deep insights over time.
Cons: Technically complex, paid for high data volume.

Ideal for: App developers and data-driven products.

6. Smartlook / FullStory

These tools offer session replays and detailed click analysis. See exactly how users navigate, hesitate, and abandon steps.

Pros: Combine quantitative and qualitative data.
Cons: Privacy sensitive – sensitive input must be hidden.

Ideal for: UX teams and conversion optimization.

Recommendation

• For marketing websites: Google Analytics + Hotjar
• For privacy focus: Matomo + Clarity
• For apps and web products: Mixpanel + Smartlook

Note

Ensure compliance with privacy regulations (e.g., GDPR, cookie consent, anonymization) when using any of these tools – especially in the EU or Switzerland.

15. Continuous Optimization

A website is never "finished". UX thrives on continuous improvement. Trends and user needs change. Respond to feedback flexibly and stay open to learning. This way, your website grows with you – and stays vibrant.