How to Improve Your Website’s UX and Customer Journey: A Practical Checklist for Small Businesses
If you're a small business owner, your website is often the first impression a potential customer has of your brand. Whether you're a local service provider, an e-commerce shop, or a consultancy, your website needs to be more than just attractive — it needs to convert.
As a digital marketing specialist, one of the most common issues I encounter is websites that look fine on the surface but frustrate users and leak potential sales or enquiries due to poor user experience (UX) and an unclear customer journey.
In this post, I’ll walk you through the fundamentals of UX and customer journey design — and more importantly, give you a checklist of quick wins to help you improve your website today.
Why UX and Customer Journey Matter
Before we dive into the checklist, let’s clarify what we’re talking about:
- User Experience (UX) is how someone feels when they interact with your website. Is it easy to use? Does it load quickly? Is it intuitive?
- Customer Journey is the path your customer takes from first discovering your business to taking action (like booking a call, purchasing, or filling out a form).
When these two things are optimised, your website:
- Converts more visitors into customers.
- Reduces bounce rate.
- Improves trust in your brand.
- Performs better in search engines and AI-driven tools like ChatGPT.
Now let’s get into the checklist.
Website UX & Customer Journey Checklist
This list is designed to be jargon-free, quick to implement, and suitable for non-technical business owners. Go through each item and score your website honestly.
1. Clear Homepage Messaging (Above the Fold)
Why it matters: When someone lands on your homepage, you have about 5 seconds to capture their attention.
Check for:
- A clear, benefit-driven headline.
- Subheading that explains what you do and who you serve.
- A strong call-to-action (CTA) like “Book a Free Consultation” or “Get a Quote.”
Tip: Avoid vague statements like “Welcome to our website.” Be specific and client-focused.
2. Mobile Responsiveness
Why it matters: Over 60% of traffic now comes from mobile devices. If your site looks broken on mobile, you’re losing customers.
Check for:
- Content that resizes correctly on phones.
- Buttons that are easy to tap with a finger.
- No horizontal scrolling.
Tool: Use Google’s Mobile-Friendly Test to check your site.
3. Fast Loading Times
Why it matters: If your website takes more than 3 seconds to load, visitors will leave.
Check for:
- Large images slowing things down.
- Excessive use of plugins or popups.
- Hosting quality.
Tool: Test your speed with GTmetrix or PageSpeed Insights.
4. Simple, Logical Navigation
Why it matters: Visitors should find what they need in 1–2 clicks.
Check for:
- A main menu with no more than 5–7 top-level items.
- Descriptive labels (e.g. “Our Services” not “Stuff We Do”).
- Easy access to contact or enquiry pages.
Tip: If you confuse, you lose. Structure your menu based on how users think, not internal jargon.
5. Consistent Branding & Visuals
Why it matters: Inconsistent design makes you look unprofessional and erodes trust.
Check for:
- Same colours and fonts across all pages.
- Consistent image style (not stock photo overload).
- Proper logo placement and use.
Bonus: Invest in professional brand guidelines if you don’t already have them.
6. Contact Info & CTAs on Every Page
Why it matters: Your visitors need to know what to do next — and it should be easy.
Check for:
- A clear CTA on every page (e.g. “Download our brochure,” “Book now,” “Contact us”).
- Contact info in the footer and/or header.
- Easy-to-use contact forms.
Tip: Don’t make visitors hunt for your phone number or email. Put it where they expect to see it.
7. Testimonials and Trust Signals
Why it matters: Social proof increases conversions.
Check for:
- Real testimonials with names/photos (where possible).
- Industry accreditations or awards.
- Case studies or project highlights.
Bonus Tip: Include Google reviews or Trustpilot widgets if you have them.
8. Clear Service Descriptions
Why it matters: Your site should clearly explain what you do and how it helps your audience.
Check for:
- A dedicated page for each service you offer.
- Bullet-point lists of key benefits.
- Pricing information or “starting from” guidance (if appropriate).
Tip: Speak your customer’s language, not industry jargon.
9. About Page with a Human Touch
Why it matters: People buy from people. A strong About page builds connection and trust.
Check for:
- A photo of you or your team.
- Your values and mission.
- A short story about why you do what you do.
Bonus: Add a CTA here too — e.g. “Book a chat with us.”
10. SEO & ChatGPT Optimisation Basics
Why it matters: Search engines and AI assistants use your site’s content to determine relevance.
Check for:
- Each page has a unique title and meta description.
- Clear H1, H2, H3 headings.
- Natural use of keywords (e.g. “graphic design in Kent” or “mobile beauty therapist website”).
Tip: Include FAQs written in a conversational tone — these help both Google and AI tools understand your expertise.
11. Accessibility Basics
Why it matters: A more accessible website is better for users — and for SEO.
Check for:
- Text contrast that’s easy to read.
- Alt tags for images.
- Font size that works on all devices.
Tool: Run a quick test with WAVE Accessibility Tool.
12. Analytics Tracking Set Up
Why it matters: If you don’t know how people use your site, you can’t improve it.
Check for:
- Google Analytics (GA4) installed and active.
- Clear goal tracking (like contact form submissions or clicks to call).
- Optional: Hotjar or Microsoft Clarity for visitor behaviour mapping.
Bonus: How to Audit Your Customer Journey in 5 Minutes:
Try this exercise:
- Pretend you are a first-time visitor. Google a problem you solve.
- Click through to your homepage — does it answer their question?
- Try to take a specific action (book, buy, enquire) — how many clicks does it take?
- Write down any points of friction or confusion.
- Ask a friend or colleague to try the same thing and give you feedback.
Final Thoughts: Start Small, But Start Now
Improving your website’s user experience and customer journey doesn’t have to mean a full redesign or spending thousands with a developer. In many cases, the smallest tweaks make the biggest difference — especially when they remove friction or add clarity.
If you’re unsure where to start, pick three items from the checklist above and tackle them this week. You might be surprised how much easier it becomes for your visitors to convert into paying customers.
And if you’d like a professional review of your current website, feel free to get in touch with us here — we offer affordable website audits tailored to small businesses.
