It Should Be Called Potential Customer Experience
When web designers talk about UX, or user experience, it can sound overly technical and detached from what really matters. The truth is, “user experience” is a bad name. What we should really call it is Potential Customer Experience.
Because when someone lands on your website, they’re not just a “user.” They’re a potential customer. A potential client. A potential sale. The way your website looks, functions, and guides them through is their very first impression of your business.
Think of it this way: if you owned a brick-and-mortar store, how would you want a potential customer to feel when they walk through your door? You wouldn’t want them confused about where to go, frustrated because they can’t find the product they came in for, or left wondering if the store is even open. You’d want them to feel welcome, comfortable, and guided. That same idea applies to your website.
Let’s walk through a few areas where you can improve your Potential Customer Experience and make sure your site is doing its job.
Make Navigation Effortless
If someone walked into your store and couldn’t find the checkout counter, you’d fix it immediately. The same goes for your website navigation. Every page, menu, and button should guide visitors naturally to the information they need. Keep your navigation simple, intuitive, and consistent. Avoid burying important pages under layers of dropdowns. When people can easily find what they’re looking for, they’re far more likely to stay longer and take action.
Include Compelling Calls to Action
Once your visitors find what they need, what do you want them to do next? Just like in your store, you might encourage them to ask questions, schedule a consultation, or make a purchase. On your website, that encouragement comes through clear and compelling calls to action (CTAs). Phrases like “Request a Quote,” “Schedule Your Free Consultation,” or “View Our Work” help guide potential customers toward taking the next step.
Use Images That Add to the Experience
Your images should make your site feel more inviting, not distracting or confusing. Make sure they’re clear, high quality, and relevant to your message. If someone is scrolling through your site and the images are blurry, awkwardly cropped, or slow to load, that hurts the overall impression. Think of your photos as the window displays for your business—an opportunity to showcase what makes your brand unique.
Keep Text Easy to Read
No one enjoys walking into a store and finding every product label written in fine print. The same goes for your website text. Use clear, legible fonts and plenty of spacing between paragraphs. Keep sentences concise and avoid big blocks of text. Your words should feel like a friendly conversation, not an instruction manual.
Ensure Your Site Loads Quickly
If your store had a front door that took 10 seconds to open, people would turn around and leave. A slow website is no different. Page speed is one of the simplest ways to make your site more enjoyable to use and more likely to convert visitors. Optimize your images, check your hosting, and make sure your site performs well on mobile devices.
Turning Visitors Into Customers
At Full Scope Creative, we see every website as more than just a collection of pages and links. It’s your virtual storefront and one of your most important sales tools. By focusing on the Potential Customer Experience, you can make sure every visitor to your site has a clear, enjoyable, and memorable journey. And when that happens, you’re not just improving your UX—you’re building trust, credibility, and success for your business.
Ready to see how your website measures up? Let’s schedule a free consultation and look at ways to improve your site’s potential customer experience.