Website usability explained - image of a complicated white puzzle on a white background

Website usability explained

A flashy website with all the bells and whistles might impress the board and get you kudos from the senior leadership. But does it make sense to your customers? And can they actually use it to engage with your brand and buy your products?

Website usability is all about making sure visitors can navigate, interact, and complete tasks on your site without frustration. When usability is poor, users leave. It’s as simple as that. When their experience is seamless, they stay, engage, and take action.

For any business, large or small, a user-friendly website isn’t a luxury. It’s a necessity. Whether you’re selling products, generating leads, or building brand awareness, your website should be designed to work effortlessly for everyone.

What is website usability?

Website usability simply refers to how easily and efficiently users can navigate your website to find information, complete tasks, and achieve their goals. Usability broadly covers:

  • Navigation – Can users move through your site without confusion?
  • Readability – Is the content easy to scan and understand?
  • Accessibility – Can everyone, including users with disabilities, access and interact with your content?
  • Interactivity – Do buttons, forms, and links work as expected?
  • Speed and performance – Does your site load quickly and function smoothly?

When usability is prioritised, your customers will enjoy a friction-free experience, making them more likely to engage with your content, make a purchase, or get in touch.

Why website usability matters

A website that is difficult to use costs your business. Every time you put a barrier between your customer and their ability to buy from you is cash left on the table. Here’s why usability is crucial:

  • Improves engagement – If your site is easy to navigate, visitors stay longer and interact more.
  • Boosts conversions – A seamless user experience makes it easier for customers to take action.
  • Enhances SEO – Google prioritises websites with good usability, faster load times, and mobile-friendly design.
  • Reduces frustration – Users are less likely to abandon your site if they can find what they need quickly.

If you like the sound of achieving all these outcomes, then read on and apply our 6 basic principles of website useability to your site.

6 basic principles of website usability

1. Put the user at the centre of design

The best websites are designed with the user in mind, not just based on what looks good. This means:

  • Understanding your audience – Who are they? What do they need from your site?
  • Prioritising clarity – Make buttons, forms, and calls-to-action obvious and easy to use.
  • Minimising cognitive load – The fewer obstacles and distractions, the better the experience. Simple is often best!

A user-first approach ensures that your website is practical, functional, and welcoming to everyone.

2. Ensure effortless navigation

A well-structured website guides visitors seamlessly from one section to another. Navigation should feel intuitive, helping users find what they need in seconds.

Consider these best practices when you’re thinking about your website’s navigation:

  • Use clear, concise menu labels that reflect user expectations.
  • Keep navigation consistent across all pages.
  • Include a search function for quick access to content.
  • Use breadcrumbs so users can see where they are within the site.

3. Optimise for readability

Web users skim rather than read. There’s a reason that text is in bold, it’s important and we want it to stand out. If your content is too dense or hard to digest, people will leave. That’s why we’re using bullet points and clear headers in this article.

How to improve readability:

  • Use clear headings and subheadings to structure content.
  • Keep paragraphs short—three to four lines maximum.
  • Use bullet points and numbered lists for easy scanning.
  • Choose accessible fonts and ensure strong colour contrast.

Good readability isn’t just about making text easy to read, although you definitely want that! Readability means your customers can quickly find the information they need without effort.

4. Make accessibility a priority

An inclusive website means everyone can engage with your content, including users with disabilities. Accessible design is also legally required under The Equality Act 2010.

Some accessibility essentials you should consider:

  • Ensure keyboard navigation for users who don’t use a mouse.
  • Add alt text for images so screen readers can describe visuals.
  • Provide transcripts and captions for videos.
  • Use accessible colour combinations to support visually impaired users.

A website that prioritises accessibility benefits everyone, improving usability across the board.

5. Improve interactivity and feedback

Every interactive element on your website should behave exactly as users expect. Interactive elements include anything your website visitors click or type into such as links, buttons, and forms. Misleading or broken elements create frustration and distrust.

Best practices for interaction:

  • Make buttons clear and descriptive (e.g. “Get your free quote” instead of “Submit”).
  • Use hover effects and visual cues to confirm user actions.
  • Offer error messages with solutions (e.g. “Invalid email address. Please enter a valid format”).
  • Confirm successful actions with messages like “Thank you! Your form has been submitted.”

Giving users immediate feedback reassures them that they’re on the right track.

6. Test, refine, and improve

Any website should be constantly evolving and website usability certainly isn’t something you set and forget. A continuous cycle of test, refine, and improve is something you should always have in mind for your site.

Ways to evaluate usability:

  • User testing – Gather real feedback from your target audience.
  • Heatmaps – Tools like Hotjar show where users click and scroll the most.
  • Google Analytics – Track bounce rates and user behaviour.
  • A/B testing – Experiment with different layouts, buttons, or forms to see what works best.

Regular testing means your site evolves with user needs, keeping it effective and user-friendly.

How Davison & Brain Digital can help

A website that frustrates users can cost your business leads, sales, and credibility. At Davison & Brain Digital, we create beautiful websites that prioritise usability, accessibility, and performance, ensuring that every visitor has a seamless experience.

Apply inclusive design principles today

If you want a website that works for your audience and delivers real results, get in touch with us today.

Let’s create a digital experience that truly serves your users and supports your business goals.

Book a call

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