Web usability
Convert visitors into customers
A website can look beautiful and rank well in search, but if visitors cannot find what they need quickly and intuitively, they will leave. Good UX and usability design bridges that gap.
With formal training in web usability and years of hands-on design experience, I approach every project with the user journey at the forefront. That means considered information architecture, clear navigation, logical page structure, and interfaces that guide visitors naturally towards the action you want them to take.
Good usability is rarely something visitors notice consciously. When it is done well, a website simply feels effortless to use. I work closely with clients to understand how their customers think and behave, applying that insight to create websites that are not only visually engaging but genuinely intuitive to navigate.
Website review & usability audit
Sometimes an outside perspective is all it takes to unlock a website’s potential.
I offer a comprehensive usability audit that goes beyond surface-level observations. Drawing on formal usability training and practical design experience, I analyse your site’s structure, navigation, content hierarchy, and user journeys to identify where visitors are likely to encounter friction or lose their way. The findings are translated into clear, prioritised recommendations that are straightforward to act on, giving your website a solid foundation for a better user experience.
Motivate & encourage
A well-designed website does not wait for visitors to make decisions. It guides them towards the right ones.
Good UX design is as much about psychology as it is about aesthetics. Through considered use of layout, visual hierarchy, typography, and carefully placed calls to action, I design interfaces that naturally encourage visitors to engage, whether that is making a purchase, signing up for a subscription, downloading a resource, or picking up the phone. The goal is always the same: a user experience that feels intuitive and effortless, while quietly and effectively moving visitors in the right direction.
Design & coding
Good usability starts with good design. The visual and technical quality of your website shapes how visitors feel about your brand before they have read a single word. I consider every element through a usability lens, from the clarity of your branding and the use of colour and space, to browser compatibility, device responsiveness, and accessibility. Performance factors like site speed, caching, and content delivery are built into the process from the start, because a website that looks great but loads slowly will lose visitors before they even arrive.
On-site SEO audit
Usability and search performance are more closely linked than many people realise. A site that is poorly structured or slow to load will struggle in search regardless of its content. My on-site SEO audit covers Core Web Vitals, PageSpeed Insights, Google Search Console, competitor benchmarking, and on-page SEO scoring, assessed against Google’s E-E-A-T principles. With AI Overviews reshaping how search results are presented, I also ensure your content is structured to perform well in an evolving search landscape.
Content & copy
Even the best designed website will underperform if the content is not doing its job. Good copy needs to be readable, relevant, and consistent in tone, while guiding visitors naturally towards the actions you want them to take. I assess content style and readability, carry out focus keyword research, review internal linking, and evaluate how effectively calls to action are placed and framed throughout the site. Where content gaps or structural weaknesses are identified, I provide clear recommendations that make it straightforward to act on the findings and move forward with confidence.
Website analytics
Understanding how visitors behave on your website is essential to improving it. I set up and interpret GA4 to provide meaningful insight into visitor demographics, engagement rates, user journeys, and conversion performance. Event tracking, conversion goals, and Google Tag Manager configuration are all part of the process. Where ongoing reporting is needed, Google Looker Studio can be used to present performance data in a clear, accessible format, giving you a comprehensive and actionable view of how your website is performing and where improvements can be made.
Navigate with ease
A well-structured website should feel effortless to move through. Strong first impressions, intuitive layout, logical information architecture, and familiar navigation conventions all contribute to an experience that keeps visitors engaged and moving in the right direction. I design and review site structures with the user journey at the forefront, considering how people scan and process information on screen, ensuring your brand identity, content hierarchy, and navigation work together seamlessly. The goal is a coherent, welcoming experience that feels natural from the first click to the final call to action.
Social media & personal data
Your website does not exist in isolation. How it connects with your social media presence and how it handles personal data are both important parts of the overall user experience. I ensure your site is correctly configured with OpenGraph and schema markup for clean, consistent sharing across social platforms, with schema increasingly important for rich search results and AI Overview visibility. Cookie consent management and privacy by design principles are applied throughout, ensuring your site handles personal data responsibly and in full compliance with GDPR.