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A website with a great user experience (UX) is important for several reasons. With more transactions occurring online, it’s critical that users have a good stress free experience when interacting with your website. This will encourage them to come back and revisit your website. Also, good user experience is one of the many ranking factors that Google considers when determining your website’s ranking within their algorithm. Here are some core principles of user experience that should be considered when designing and developing your website.

1. Easy to Navigate – As technology grows, our patience lowers. Visitors to your site want to find what they are looking for in as few steps as possible. Having contact forms on all pages and phone numbers clearly visible helps people convert.
2. Personable – Customers are more likely to convert if the website remembers who they are. This is great for e-commerce sites. For example, Amazon always has a list of recommendations for repeat customers based on what they previously ordered.
3. Content Informs Design – Content is the primary reason that the user is on your site and therefore it should be highlighted by the design. This can be accomplished with an orderly design style, using contrasting colors or specific colors to highlight certain elements, and incorporating white or blank space to help users zero in on your content which will improve the overall experience.
4. Alternate Forms of Content – Not everyone can get through novels of content, having things like videos, graphics, and infographics can help content be easily digestible.