A lot of companies still don’t make the connection between a good user experience and value to their business.

Especially for our clients—technology companies selling to businesses—a website is critical for making a good impression and providing value by making it easy for visitors to find what they are looking for.

That’s because technology customers drive the buying journey by seeking information in advance, on their own time—content like case studies, white papers, product features, and by trying demos. If their preferred content is difficult to find or to consume, it can affect your reputation and send customers to competitors who can better demonstrate how their solutions work.

So, a good user experience is more than font styling, layout aesthetics, and responsive design. It also involves making relevant information easy to access in ways that match how visitors consume information on their device.

How confident are you that your content is valuable, that customers can find what they’re looking for, stay engaged, and that you’re accommodating all devices and levels of ability? Do you know how you would measure those things so that you could be confident about it? Our clients often hire us to redesign their website to prove this value. Here’s how we do it.

Why good UX is good for ROI

“Intentional and strategic user experience has the potential to raise conversion rates by as much as 400%.” —Forbes
Strengthens brand perception

Your website is an extension of your brand. It represents who you are, which in turn influences how people perceive you. Your reputation matters most at awareness—the buying stage when prospects are seeking information on their own and most likely to visit a site.

Customer engagement

Customers are more likely to engage with your site if they have a positive user experience. Strategically structuring relevant content to provide information they need, in a way that is intuitive and engaging, is a proven path to successful engagement.

Competitive edge

You increase your chances of earning trust from customers who have a positive user experience, which makes them more likely to invest in your product instead of a competitor’s. Making product features, case studies, white papers, and demos easy to find and access facilitates your advocacy efforts. The more experience prospects have with your products and services the better able they are to share firsthand, accurate information with peers and stakeholders.


Investing in a site that is well-built and designed from the beginning saves time and resources by minimizing the need to go back to fix issues. First impressions do matter. If you botch the opportunity to impress customers from the beginning, they may not return.

Our approach: design for customer experience

At Yesler, we build a solid foundation by understanding our clients’ customers and our clients’ business goals. Then, we design experiences to optimize how site visitors engage with their content.

Know your audience

So, while business goals and brand attributes are important, understanding your customers is critical for designing the user experience. Our clients often get stuck fulfilling stakeholder requests and lose sight of their customer’s needs and goals. Through our research and strategy, we are able to customize an experience that makes it easier for visitors to move forward in their journey while fulfilling our clients’ business goals.

Great content

Great content begins with an informed strategy and a clear focus on information that answers questions customers have so that it is easier for them to make decisions. It is presented in a way that is optimal for consumption—concise, well-organized and easy to scan. Great content tells your story in a way that fosters an emotional connection with your brand.

Structure and functionality

We start by focusing on content structure and how it functions. Information architecture informs the organization and navigation of content. Wireframes allow us to quickly iterate on the core experience and ensure that it is solid—before we begin visual design. Think of this stage as the blueprint for building; it would be foolish to begin constructing a house without it.


Our mobile-first approach allows us to focus on the core experience, regardless of the device. Essentially, this is a content-first approach where the experience isn’t compromised on smaller devices. Many customers, even in B2B, research on their mobile device, then follow through on desktop. A seamless experience across devices is crucial. In addition, Google uses the mobile version of a website to determine ranking in their index.

“52% of users claim that a poor mobile experience makes them less likely to engage with a company.” —Think With Google

We take an inclusive approach to design to ensure that everyone has equal access to information and functionality. This improves the user experience for everyone.

According to the Disability Status: 2019 – Census 2019 Brief, approximately 20% of Americans have one or more diagnosed psychological or physical disability. Users may also experience a temporary disability such as glare on their screen, an environment where they can’t listen to audio, or an injury or illness.

Consequences of inaccessibility include legal action, a poor user experience, tarnishing brand reputation or undermining trust that a company’s product or service will work well.

“The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.” —Tim Berners-Lee, Inventor of the World Wide Web
Design + best practices

We don’t follow trends just for the sake of being fashionable. We merge timeless design principles with an innovative mindset to create immersive user experiences.

Our design decisions are deliberate. From implementing best practices, to creating custom graphics and video—anything that supports your content and encourages an emotional connection with your customers.


Technology changes quickly, and we must consistently stay on top of innovations to optimize performance. We build and test our work to ensure a fast and lightweight user experience. For example, half of mobile site visitors will leave a page that takes longer than three seconds to load. In addition, Google makes page speed a ranking factor in its search results.

“Page speed is one of the most overlooked and yet most important factors in customer attention, retention, and ultimately, converting browsers to buyers.” —Krista Seiden, Analytics Advocate, Google


We also measure how your site performs. By setting up analytics to evaluate how customers engage with your content, you can show that your website has value to customers and you can continue to optimize for success.

Good Experience Gives Back

Good user experience is critical for the success of your business. Ready-made templates and online tools are a seemingly inexpensive and quick solution, but they lack the strategic thinking and process that is crucial for a good user experience. Many of these also lack best practices, are plagued with accessibility issues, and look generic compared to a customized experience.

Good design is so much more than aesthetics. Our strategic approach focuses on providing your customers with value and an emotional connection to your brand, with a method that fulfills your business goals.

“A good user experience, like a measurable ROI, doesn’t typically happen by accident. It is the result of careful planning, analysis, investment, and continuous improvement.” —Jeff Horvath, UX Strategy Human Factors International


Is your website ready for refresh, or are you wondering how UX improvements can boost customer experience and facilitate sales? We’d love to help. Get in touch.