If your website confuses you… Imagine your customers

How to make your website user-friendly, easy to find and improve conversions

If your website stresses you out, your poor customers don’t stand a chance.

You know your business inside out.

You know what your services mean, what the jargon stands for, and why that strangely named menu item leads to a VERY important page.

Your customers don’t know any of that.

And they shouldn’t have to. That’s the whole point of a website.

A clear, calm website should guide people, not test their patience.

Why business owners miss their own confusing website moments

You’re too close to it. I'm certainly too close to mine and have trouble seeing it objectively.

You’ve stared at your pages for months (years?). You know what every corner means, even if the website barely explains itself.

Your customers? They’re fresh.

They land on your homepage and instantly think:

“Is this for me?”

“What do they do?”

“Where do I click?”

“Why is the menu… doing that?”

If the answer isn’t obvious in a few seconds, they’re gone. Not because they don't like your business, because humans scan, skim and bail quickly online.

This is where a lot of small business websites quietly self-sabotage.

The Big Five Customer-Confusing Culprits

1. Vague service names

“Solutions.”

“Packages.”

“Programs.”

Your customers don’t speak cryptic crossword.

2. Menus that go for a scenic drive

More than 6 items?

Multiple dropdowns?

Random old pages still live?

It’s giving “digital treasure hunt”.

3. Industry jargon (immediately, no)

If your website reads like an internal report, AI search and real humans will do the same thing:

politely close the tab.

4. Paragraphs that look like short novels

Nobody reads walls of text, not even the people who write them.

Break it up or watch your bounce rate soar.

5. A homepage that hides the important stuff

Your homepage isn’t a scrapbook.

It should tell people, very quickly:

• who you are

• what you do

• who you help

• where you are (great for local SEO)

• what to do next

Clarity isn’t boring.

Clarity wins.

Okay, let’s fix it.

Here’s how to make your website clearer and better suited to helping your clients understand what you're all about.

These tips work beautifully on Wix, Squarespace, and WordPress, and they’re written to keep Google SEO and AI search tools happy without you needing a PhD.

1. Give your homepage a clear, keyword-friendly headline (H1)

Please ... I’m begging: no more “Welcome to our website”.

Use a headline that tells AI search and humans exactly what you do.

Try:

“Website design for small businesses in Mansfield.”

“Constructing the future, one project at a time.”

“Organic produce and bulk wholefoods in Mansfield.”

Why it works (plain English version):

Search engines read your main heading (H1) like a book title.

If the title is vague, your whole website becomes a mystery novel.

Platform tips:

• Wix: Click your heading → change to H1 → add a clear keyword

• Squarespace: Pages → Edit → Select text → Set heading level

• WordPress: Heading block → choose H1 → include location keywords

2. Clean up your navigation menu

A tidy menu is an underrated superpower.

How to simplify:

• aim for 5–6 top-level items

• group similar pages together

• name things in literal, human-friendly language

• remove zombie pages you forgot existed

Platform tips:

• Wix: Site Menu → reorder → hide anything unnecessary

• Squarespace: Pages → folders → drag and drop

• WordPress: Appearance → Menus → prune ruthlessly (be brave)

Why it matters:

A simple menu improves SEO, user experience, AND conversion. AI search tools read your navigation to understand your content hierarchy, the cleaner the structure, the faster they understand your business.

3. Break up long text (your readers will thank you)

Scanning is human nature.

Try adding:

• headings (H2s and H3s)

• bullet points

• icons

• spaaaaacing

• bold highlights

It instantly makes your content easier to process.

Platform tips:

• Squarespace: Insert → Spacer

• Wix: Add → Strip

• WordPress: Block Editor → Separator / List / Heading

4. Use clear, bossy calls-to-action (CTAs)

Customers want to know what to do next.

Tell them.

Instead of:

“Learn more”

“Discover”

Try:

“Book a session”

“Request a quote”

“See our services”

“Start your project”

SEO/AI optimisation tip:

Add a short sentence before your button to help explain context.

AI loves clarity.

5. Make sure your site is actually mobile-friendly

On average, over 60% of your site visitors are on their phone.

If your site looks wonky there, the game is over.

Check for:

• tiny text

• buttons too close together

• images cropped in tragic ways

• menus that require micro-dexterity

• spacing that disappears entirely

Platform tips:

• Wix: Mobile Editor

• Squarespace: Style → Mobile tweaks

• WordPress: Use a responsive theme

6. Update your page titles and descriptions (hello, SEO boost)

These tell search engines what the page is.

If you don’t fill them in, Google invents something… and it’s usually wrong.

Good page titles include:

• your service

• your location

• your business name

Example:

“Website Designer Mansfield - Higher Digital”

Platform tips:

• Squarespace: Page Settings → SEO

• Wix: Page SEO

• WordPress: Yoast or RankMath plugin

These help with Google AND generative AI search models (GEE).

7. Add FAQs (helpful for your customers, Google, and AI search)

FAQs deliver structured information — and AI tools love structured info.

Add questions like:

“Do you offer website design in Mansfield?”

“How long does a Wix website take to build?”

“What’s included in a WordPress redesign?”

Platform tips:

• Squarespace: Accordion block

• Wix: Collapsible text

• WordPress: Toggle/Accordion block

8. Test your website like a real customer

Pretend you’ve never seen your site.

Try to:

• find your main service

• contact yourself

• read your pricing

• navigate quickly

If you struggle?

Your customers definitely are.

Bonus challenge: ask a friend who isn’t in your industry to test it. Their feedback is usually brutally helpful.

Final word: Clarity wins every time

A clear website is kind.

A clear website converts.

A clear website stops you answering the same questions over and over.

Your customers want to understand what you do, fast.

And you deserve a website that helps them do exactly that.