Why UX Design Matters

Why UX Design Matters

User experience is the most important consideration to make when creating or updating your website. No matter how much helpful information or useful features you might have on your website, user interactions are the ultimate measures of how effective your site is.

User experience design focuses on ensuring your website looks great, organises content intuitively and functions seamlessly. With these elements, visitors can find the information they’re looking for and feel encouraged to further engage your brand.

UX elements also impact SEO. Search algorithms prioritise features like mobile responsiveness and page speed – both critical for a good user experience. Additionally, poor UX leaves visitors frustrated, often increasing bounce rates and reducing time spent on page. These metrics also impact ranking in search engine results pages (SERPs).

Great UX supports digital marketing efforts by making interacting with your website a pleasant experience that users will be happy to repeat.

Form, Function, ROI

form function ROI

More than 70% of customer
journeys start on the web. Much
of that is through search.

Form, Function, ROI

More than 70% of customer journeys start on the web. Much of that is through search. Your website architecture, web design and user experience affect your:

  • Brand credibility: 75% of users decide within seconds of seeing your website whether or not they trust your brand.
  • SERP ranking: Google’s RankBrain algorithm analyses factors such as bounce rate, pages per session and dwell time to determine how easy it is for users to navigate your site.
  • Conversion rates: Clear calls-to-action and other strategic user experience and web design elements influence whether site visitors will continue engaging with your brand.
  • Bottom line: Between search rankings and missed opportunities, UX and design has an incalculable if not profound impact on your business’s bottom line.

If you have a website, make sure your UX strategy is putting it to work for your business.

UX Audit and Design Services

UX Audit and Design Services

Our team of expert consultants and designers tackle every element of your website’s form and function. From developing custom wireframes that optimise the end-user journey to creating graphical elements that put visual design to work for your business, our UX audit and design services were tailor made for boosting:

brand credibility

Brand credibility.

user engagement

User engagement.

search visibility

Search visibility.

conversion rates

Conversion rates.

website usability

Website usability.



At Brafton, our UX design experts use heat mapping, A/B testing and other UX audit methods to make sure your pages are serving a clear and deliberate purpose in the user journey.

Think of your website design as a roadmap for user behaviour. Tell us what you want your site visitors to do, and we’ll help you make sure they do it.

Create my strategy and get pricing:

Website Redesign pt. 1

Website Redesign

It’s time for a website redesign if your site:

  • Isn’t using responsive design.
  • Isn’t converting.
  • Takes more than three seconds to load.
  • Is experiencing mysterious dips in search performance.

As a full-service digital marketing and website design agency, we have a complete marketing team that stages end-to-end website redesigns, or tackles individual aspects of your new site – depending on what you need.

  • UX designers: Our web designers work with you to create visually stunning graphic design and polished site aesthetics that align with your branding. They can also start the design process entirely from scratch by drafting wireframes for custom website builds.
  • Web consultants: Our consultants select cost-effective, templated layouts. They work with writers, graphic designers and web developers to ensure that wireframes, site architecture, user accessibility, mobile responsiveness and copy are all streamlined for SEO and for optimal UX and UI design.
  • Web developers: Our developers can assist with mockup construction, integrations, site launches and complex technical and coding functions.

website redesign

We have a complete in-house
marketing team that stages
end-to-end website redesigns.

Website Redesign pt. 2

Our experts have completed web development and entire website redesigns
for clients in a wide array of industries, including:



Software providers.

Health care providers.

Professional services.


Educational institutions.

And much more.

Every step of the way, we prioritise UX design, because that’s ultimately how you drive digital marketing outcomes.

Conversion Rate Optimisation

conversion rate optimization

Great UX design is all about
guiding users through your
interface so they can easily find
what they’re looking for.

Conversion Rate Optimisation

Your site’s user interface (UI) determines the outcome of end-user journeys. This powerful concept is known as human-computer interaction. The idea is that your site’s digital experience can be optimised by making strategic updates to its structure, design methodology and UX/UI element.

By conducting user research to make the digital experience better, you can maximise the value of all website touch points and ultimately increase conversion rates. Some of the factors that our consultants and strategists assess in their conversion analysis include:

  • Heat mapping and A/B testing for user behaviours to determine high- and low-value touch points.
  • Call-to-action marketing efforts, including CTA placement.
  • Persona development to determine if you’re attracting the right target audience.
  • Assessment of how many conversion opportunities you’re actually generating.
  • How your site’s visual design may be influencing user behaviour.
  • Adherence to Web Content Accessibility Guidelines (WCAG).
  • The number of fields in your “contact us” forms.
  • Mobile friendliness of your form fields and CTAs.
  • How findable gated-asset landing pages are in search.
  • Template and UX elements of your email marketing campaigns.
  • Much more.

Great UX design is all about guiding users through your interface so they can easily find the information they’re looking for and ultimately engage more effectively with your brand.

With intuitive designs, CTA marketing, accessible webpages and usability testing, we make sure all of your UX elements on desktop and on mobile are optimised for your user personas.

Technical SEO Services pt. 1

Technical SEO Services

You need to think of your sitemap and internal linking structure as the path that you want users to take – because even if you don’t, Google will.

Search engines look at factors such as XML markup and metadata to help determine the value each of your pages provides to users, what function it serves in the user journey and how well it’s serving that function.

At Brafton, our UX audit and design experts analyse and make recommendations for how to optimise all of the following:

  • Internal linking structure: Every page on your site should have links to other pages elsewhere on your site. This linking structure is crucial for helping users and search engines navigate your website and find the information they’re looking for. Strategic linking structures are also optimised to improve engagement and conversions.
  • HTML sitemaps: These sitemaps can help you better understand the structure of your site while guiding users as they look for certain information on your site. Bounce rates (users leaving after the first page), and many pages per session with short time on each page are indicators that users aren’t finding the information they’re looking for. An HTML sitemap is a table contents of sorts, or a visual aid for your site’s hierarchy.
tech seo

Technical SEO Services pt. 2

A site that does not load within a
second earns 11% fewer page
views than a site that does.

  • XML sitemaps: Your site doesn’t just need to be intuitive for users; it also needs to be easily understood by search engine crawlers. An XML sitemap helps you tell search engines what pages you want them to crawl.
  • Schema markup: Schema provides search engines with additional context for what each of your pages is about. This improves the way your pages display in search results. Specifically, the rich snippets that display right beneath the page listing in SERPs will align more closely with the search query. In other words, using Schema correctly makes it easier for users to find the specific page or information they’re looking for via search engine.
  • Page speed: A site that does not load within a second earns 11% fewer page views than a site that does. A site that takes longer than two seconds to load will see approximately 50% fewer page views.

Your site’s backend structure – and how well you translate that to front-end navigation on your site’s interface – can significantly affect the end-user experience.

And so can we, for the better.

Website Audits

Website Audits

In some cases, it makes more sense to modify an existing site than to overhaul it entirely. In these situations, our consulting department can perform comprehensive website audits that include:

  • Basic Overview Report: A high-level overview of the issues that negatively impact site performance and user experience.
  • Quote to Fix Errors: An estimate for how much it would cost Brafton to fix any and all site errors.
    Scorecard: A proprietary ranking system that determines the priority level of each site error, and assesses the extent to which these issues are affecting site performance.
  • Branded Full Audit Analysis: A comprehensive, branded and formatted document that is designed to be presentable to decision-makers and easy to read; this report contains hard numbers on all of the issues affecting your site and provides personalised solutions to those issues on both micro and macro levels.
  • Competitor & Social Analysis: Competitor analysis for five market rivals that includes assessments of organic and paid SEO campaigns, keyword rankings, backlink portfolios, social media performance and more.

Sometimes, the most important elements of your site’s design are on the backend. Our Bronze, Silver, Gold and Platinum website audit packages can help you identify problems with your website that aren’t so easy to see.

website audits

Our website audit packages
can help you identify problems
with your website that aren’t
so easy to see.

Mobile Optimisation

hand phone

Mobile Optimisation

Google prioritises the mobile version of your site when it determines your ranking in search.

Why? Because more than 60% of all searches are conducted on mobile devices. Optimising your site for mobile-first indexing and for a mobile user experience has never been more important than it is today.

Our content strategists and consultants provide in-depth analysis of your mobile site performance, including the responsiveness of its design, and assess technical elements that could be negatively affecting mobile UX.

UX With Purpose

UX With Purpose

Your UX design is how you get your site to do your bidding and drive leads deeper into the sales funnel. Higher conversion rates and smoother customer journeys await.


Let’s start optimising.

contact us