When looking at content management systems (CMS), scalability refers to the ability to expand and grow your site with more content, capabilities, features, and functionality.
Your CMS is a long-term investment, and its scalability will have a strong influence on whether or not that investment is successful.
“When sustainable business growth is a top strategic objective, you need full confidence that your web presence can seamlessly scale and evolve to support that growth.”
This requires a platform that allows you to quickly and easily create new features and functionality. Ideally, you should be able to do this without having to invest significant time and resources into additional costly development work.
WordPress is One of the Most Scalable Platforms Around
Evidence of WordPress’s great scalability can be found in the fact that almost 45% of the world’s websites are built on the platform. That includes global enterprises such as investment firm Blackstone, research and advisory leader Forrester, the NHS England, and leading pharmaceutical company Hutch Med.
This is because WordPress websites can seamlessly scale as your needs change and your business grows. You can easily add a high volume of new content to your site at speed without compromising on quality.
WordPress is also renowned for how easily you, or your development partner, can build bespoke features and functionality, so your site can keep evolving with new capabilities to support more advanced requirements.
“No matter the size or complexity of your site, WordPress can provide fast, intuitive development capabilities with ongoing growth acting as a natural outcome.”
Using WordPress at Scale
Developing, managing, and maintaining a high-performance website at scale is a complex challenge. For that reason, it’s important to work with an experienced web design and development agency who can enable continual growth and support you through it.
Part of your agency’s services will include configuring your platform, and building your site in the back-end, in a way that encourages long-term scalability. We’ll explain our own approach to this in more detail in the next section. But first, let’s look at some of the fundamental ways to use WordPress at scale:
Bespoke Features and Functionality
If you want to build out your website with new capabilities, WordPress stands above all its competitors thanks to its ability to develop bespoke features that are unique to your site.
WordPress is built on PHP, which is the most popular development language around, as it’s currently used by over three quarters (77.5%) of all websites with a known server-side programming language. With PHP, WordPress has a significant advantage over other CMSs, because it allows you to create virtually anything and integrate it with the platform.
WordPress Plugins
WordPress also comes with a vast range of plugins, which can help with adding to, and enhancing, the existing functionality of your site. Plugins are an essential aspect of WordPress development, but it’s crucial that you only choose the most reputable, tested, and proven plugins.
Your agency partner should be experienced in this plugin selection and use their past experience to recommend the best ones to use for your specific requirements. Your agency partner should also be able to advise you on how plugins will scale with increases in website size or traffic volume to help preserve your site’s performance.
Using plugins that are not regularly updated, or that come from unknown development owners, could harm your site by making it heavier, slowing down your page loading times, and possibly even creating security vulnerabilities.
Using a particularly large number of plugins is another situation that could result in slower loading speeds or other performance issues. Be mindful that use of plugins can reduce the bespoke development time needed to build your site, and the use of too many plugins could cause performance issues. If you find yourself in this situation, it could be an indication that your development partner might actually be taking shortcuts.
The Importance of a Trusted Partner
Whether you’re using plugins or building new bespoke features, your agency will be able to take care of all of these crucial aspects of your development for you. Their support and guidance will ensure you can expand your site freely without running into any technical issues.
Once you have everything you need in place, your agency will then be able to accelerate the speed at which you can scale moving forward. A great agency partner will also provide you with ongoing education and support, allowing you and your team to build your site out easily and efficiently by yourself too, whenever you want or need to.
Taking a More Scalable Approach – Building with Blocks
While many agencies still use a more traditional method of developing sites with WordPress, taking a block-based approach provides even greater opportunities for dynamic scalability.
As an alternative to the time-consuming practice of inputting text and images into a rich text editor in your CMS, the block-based approach allows you to create each page on your site more easily with a set of pre-built components.
Components are blocks of code with pre-defined style and input types. You can use and re-use these components across multiple pages of your site to scale it at a much faster pace. Any time you want to create a high volume of new content, you simply pick your already-built components and place them in the correct positions.
This is an approach that enables virtually limitless growth of your website at speed with a high level of quality and accuracy. Building components that can be reused across your site will also deliver added benefits like increased efficiency and reduced costs. This in turn provides you with more time to focus on developing better services and experiences for your site visitors.
The block-based approach to building websites is another way to make your WordPress platform leaner for better performance as well, because it removes the need for a bloated library of unnecessary plugins and features.
An Enterprise-Grade CMS
Scalability should be a key aspect of your criteria when selecting a CMS to build a website. Rapid growth and flexibility are crucial for your platform of choice.
Despite some still mistakenly thinking it might not be up to the task, you can use WordPress to build large, robust, high-performance sites at speed, and easily adapt them as your requirements change.
This arguably makes WordPress one of – if not the – best CMS options available today. When you look at some of the world’s leading businesses currently using the platform to great success, that argument becomes much easier to appreciate.
Like with any CMS, though, the key to successful scalability is having the support of an experienced, trusted agency partner behind you, ensuring you’re leveraging the platform to its full potential.
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- Brainstorming and ideation
- Assistance in research and information-gathering
- Writing copy
- Writing code
- Image and video creation
- Data analysis
- Automating manual processes.
- GPT-4 was released as an upgrade to Chat GPT. GPT-4 can understand images, process 25,000 words in one go, earn a top 10% score on complex exams, and even demonstrate some advanced reasoning capabilities.
- Adobe released Firefly, which is a programme with a range of new generative AI features. It can create outstanding new content using simple language, with almost-unlimited creative options like turning 3D compositions into photorealistic images and automating advanced video editing processes.
- GitHub launched CoPilotX, which can supposedly boost coding speed by up to 55%. CoPilotX has similar features to Chat GPT, but will be used by software engineers and developers to boost productivity and time-to-market.
- And, just last week, Stability AI released its Stable Diffusion XL model, offering photorealism through an intricate editing interface. It’s reportedly built with around 2.3 billion parameters.
- Simple, intuitive navigation
- Clear, logical page and content structure
- Large text that’s easy to read
- Clear input boxes
- Helpful error messages
- Simple password requirements
- Large buttons and clickable icons
- Easy undo, edit, and cancel capabilities
- Reliable refresh and back buttons
- Refresh functions that retain any input information
- Tapping or clicking buttons, rather than hovering over
- The ability to pause and scroll through auto-rotating carousels
- Videos with the option of closed-captioning
- Auto-fill for information input in forms.
- Optimise your site to ensure its pages load quickly
- Make all your site’s content is easy to perceive and consume
- Be consistent
- Give your site a simple, logical structure and navigation
- Use responsive design to maintain usability across different devices and screen sizes
- Use proper headings and sub-headings to organise your pages well
- Make sure clickable buttons and links stand out
- Use distinctive colours and contrast on your pages alongside white space
- Avoid making any of the text, buttons, or other touch-points too small
- Provide clear, useful error messages.
- More efficient and effective digital processes and services (both internally and externally)
- Greater adoption and usage rates
- Quicker, stronger ROI
- Improved user or customer retention and loyalty
- Commercial business growth.
Announcement
1 November, 2022
SoBold announce Cyber Essentials certification
SoBold announce their Cyber Essentials certification for the third consecutive year which demononstrates their commitment to delivering secure technical solutions to their new and existing clients.
Cyber Essentials is scheme which helps guard your organisation against a range of common cyber threats. SoBold’s resilience across a range of internet facing devices was tested and approved, ensuring there were not any major critical vulnerabilities discovered
SoBold Technical Director, Sam Phillips said:
With an ever growing cyber threat, Cyber Essentials certification is becoming more and more important to maintain. Protecting both our clients data and websites is of the upmost importance and successfully passing the more thorough Cyber Essentials guidelines new for 2022 shows our commitment to this.
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Announcement
4 January, 2023
SoBold’s 2022 Round-Up
As we’re now into the first week of 2023, this feels like an appropriate time to reflect on what was another thoroughly successful year for SoBold in 2022.
We’re now working with enterprise clients and providing them with excellent website design and development services. We’ve also continued to grow our client base and are proud to have consistently produced outstanding work on their behalf throughout the year.
We’re pleased to have strengthened our presence in the healthcare and financial services industries. Now, we’re looking forward to building and managing more scalable products for our clients in the year ahead.
Our High-Performance Team
The definition of “high-performance” will vary from person to person, and you may have your own idea of what it means to you. For us, as an agency, it means every member of our team holds each other accountable to always perform at the highest possible level, so we can achieve a standard of excellence for all our clients.
We’ve used “high-performance” as a core value of our company since day one, and have worked very hard over the years to build a “high-performance” team. In 2022, this continued to develop and has allowed us to push those standards even higher, which is something we take a lot of pride in.
We were excited to see all three of our business teams grow in 2022: design, development, and operations. Over the past year, we also made a conscious effort to ensure the whole agency is working closer together as a more functional unit, for the benefit of our clients.
As the team has grown, we’ve had to implement more processes, which has allowed us to scale, and will enable us to continue to scale, as we move into the next cycle of our business.
Congratulations to Ivo Georgiev, who’s coming to the end of a successful apprenticeship scheme, which he did with us and the help of QA’s Tech, Digital, and IT Apprenticeship.
The SoBold Website!
In 2022 we launched our new SoBold website. Finding time to do this while continuously delivering projects for our ever-growing client base was a challenge, but one I’m really proud of the team for managing so well. We used this as a beta project to roll out a new SoBold workflow, and whilst there’s still some way to go to perfect this, we’re really happy with how it’s looking on the front-end!
Every member of the team worked on this in some way or another, and we’re already getting considerably more inbound leads and exposure from it.
We’ve been working hard on becoming more active in the online community as well, and this is notable particularly over the last quarter where we’ve increased our marketing. We were fortunate to be interviewed by Cloudways, who are a cloud hosting service provider we work closely with, and you can see this interview here.
Clutch has continued to be a new business driver for us and our profile has gained more exposure amongst the country’s best website design and development businesses.
We’ve also begun producing a selection of in-depth guides and blog articles to help our community more easily navigate the current technology landscape. You can find all that useful content on our blog.
Our Clients
We’re grateful to have worked with so many wonderful people from some brilliant clients over the past 12 months, and have built an array of different sites each with their own unique brief and challenge.
If you’d like to gain insight into the process we follow with our clients for project briefings, check out this recent article, which also includes a helpful brief template.
This is a great chance to showcase below some of the work we’re most proud of in 2022, for a selection of companies who are doing some very interesting things to make positive change in their respective industries:
Built and Live
Jamie and the Jam – Jamie and the Jam conceptualise, create, deliver, and manage beautifully bespoke content for their clients and their audiences.
Amplitude Clinical – Amplitude is a leading UK Patient-Reported Outcome Measures (PROMs) and clinical outcomes platform.
Arenko – Arenko is a market-leading technology provider enabling the clean energy transition.
Dictate.IT – Dictate.IT helps healthcare organisations across the UK and Ireland harness the power of speech to deliver seamless, efficient, and effective document management.
Edgerley Simpson Howe – Edgerley Simpson Howe are specialist out-of-town retail, leisure, and commercial roadside property consultants.
Pippo – Pippo lets you book your GP appointments whenever and wherever suits you.
Common Purpose – Common Purpose offers exceptional personal training in the heart of Mayfair. If you’re looking to start with a new gym or PT in the new year, Common Purpose are your guys to speak to!
Still Waiting to go Live!
Coller Capital – Coller Capital is one of the largest global investors in the private equity secondary market.
Healthlink – Healthlink connects more than 15,000 medical organisations across Australia and New Zealand.
Konnect Net – Konnect Net helps businesses in the insurance and health sectors exchange data in a quick and secure way.
Turvec – Turvec is a bike parking company specialising in designing, installing, and maintaining secure and user-friendly bicycle storage solutions and two-tier bike racks.
There’s also a handful of special clients listed below that want to highlight, either because of the longevity of the relationships or the positive impact our work has made on their businesses:
Kapow Primary
Kapow Primary, whom we’ve been working with since 2018, is now used in almost one third of all UK primary schools, with over 30,000 primary school teachers using the Kapow Primary platform each week.
Our amazing Kapow team has been working on some really inspiring projects over the past few months particularly, and we cannot wait to share more when we publish these live.
You can learn more about our work with Kapow, and how we first started, in our case study here.
Rede Partners
We started working with Rede Partners in late 2019 to help bring their vision ‘RedeWire’ to life. RedeWire is a new interactive online limited partner (LP) portal, providing instant access to Rede’s current fundraising offering.
RedeWire has had a closed launch, so we’re really excited for it to launch to their wider audiences in Q1 of this year.
Transport for London
Transport for London has renewed its cookie management contract with us for a fifth successive year. This highlights not only the great work we’re doing with them, but the importance of the relationship we’ve built with them.
We recently became only the third Platinum Certified Partner with Cookie Bot in the UK and this is a service we believe will continue to grow into 2023 and beyond.
You can learn more about our work with Transport for London here, and you can also read about our contract renewal in our press release here.
Clanwilliam
We’re proud to have been working with Clanwilliam since 2017, and our relationship has flourished each year since then. We initially started working with their Global HQ, before being rolled out across their three divisions Clanwilliam Ireland (site being redesigned in Q1 2023!), Clanwilliam UK, and Clanwilliam ANZ.
We work with over 15 of their brands designing, developing, managing, and hosting their websites. We also work closely with these brands to help them with their branding and print design activations.
2022 saw Clanwilliam take a major shift in their global brand, choosing us to help them rebrand from Clanwilliam Group, dropping the ‘Group’. We worked closely with their Global Brand and Communications Director, Lauren Turner, to help bring this to life.
We all went into the process looking to rebrand Clanwilliam in its entirety, changing the logo and creating a completely new brand. However, we quickly realised the logo was going to stay and the brand needed to change around this.
We uplifted Clanwilliam’s colour pallet and fonts, creating a new brand that much better reflects their company’s values and ambitions.
You can see a more detailed case study about what we did here.
It’s Not All Websites Though!
Our talented Graphic Design Team was busy in 2022 too, across multiple rebrands and supporting various Knight Frank divisions. Some of our Knight Frank work is highlighted here.
We’ve also successfully managed to move all our clients into our Positive Park Hosting environment, which is based in Cambridgeshire. This has meant all our sites are running on a more optimised and bespoke server, tailored to their needs. Our VIP enterprise-grade support at the hosting park has made a positive impact, ensuring all our clients have peace of mind that their sites are secure and stable.
The hosting environment is an eco-friendly data centre that uses 100% renewable energy and is certified by the Green Web Foundation.
You can learn more about our hosting solution on our WordPress Website Hosting service page.
In addition to working with our clients, we’ve also been working hard on improving our processes, becoming more compliant and becoming a more reputable company across the board.
We became ISO 90001-compliant in 2022 and have successfully put our project management systems in place. Our Project Manager, Anna de Moraes, has been instrumental in implementing processes to optimise our workflow, and she’ll continue to drive the business forward into 2023.
We were absolutely delighted to work with Nation.Better to get a Skilled Licence VISA sponsorship as well, which opens up opportunities for us to hire more global talent. This is something as a business we’ve been looking forward to for a while now. Getting this licence and already hiring two people, and giving them the opportunity to work in London, is something we’re really proud of.
We also renewed both our Living Wage Accreditation and Cyber Essentials certification.
2023 and Beyond!
2023 is only going to be bigger and better for us here at SoBold. We have big plans to execute on our hiring strategy and intend to grow the team across all areas of the business. Doing so will help us continue to improve the service we provide to our clients.
We’ll continue to work with key clients in our industry focuses: healthcare, finance, real estate, and SaaS. As we work with more medium to enterprise-sized clients, we’re confident we’ll become more recognised as the High-Performance WordPress agency.
Thanks for reading. We hope you have a great year in 2023!
To keep up with all the latest news and updates from our agency, and gain priority access to our weekly learning resources, please do join our community by subscribing to our newsletter below.
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Latest from agency
3 August, 2022
Celebrating 3 years with Leonardo Esposito
A fresh-faced Leo joined SoBold in August 2019, with a big booming smile and speaking in broken English. It was immediately clear how driven he was to learn and pick up new skills and it was a no-brainer to offer him a job to join our development team.
For much of his first year at SoBold, Leo was glued to Google Translate to try and properly understand the tasks he had been set, but each and every time the output of his work would be the same, outstanding.
As Leo’s English picked up, as did his confidence and skill-set and he made it clear that he wanted to focus on Back-End Development and he really wanted to take SoBold forward. Leo championed innovation in our development approach and much of the workflow we do today has been driven by Leo’s desire to set the highest of standards.
He is a key figure at SoBold and we are very fortunate to have him.
We caught up with Leo to find out more about what he get’s up to in his day-to-day life!
At what point in your life did you decide to become a developer?
During middle school, I tried to learn how to make games, which led me to development. I started exploring different languages and realized I really liked learning the syntax of as many languages as I could. Eventually, I got into web development, and since then I have tried to expand my knowledge of web development languages, trying out new frameworks, and both front and back end sides.
Describe your typical day
As of now I’m trying out double gym days, which means an early wake up (5.30am), gym at 6am, and finishing at around 8am. Then I go to work, have my day, and when I finish I go home and back to the gym. When I get back home it’s circa 8.30pm, so I have dinner, watch something on Netflix (not too much otherwise I end up snacking), then go to my room, and if there’s time and I’m not too tired I play piano, otherwise I go to bed ready to do it all again.
What’s your favourite project to date
Favourite project to date is Rede partners
Any advice for junior developers?
Never stop learning, be curious, and be always ready to challenge yourself, and question what you do. Change your way of doing things if someone else out there is doing it better.
If you had to change careers what would you do instead?
Theoretical Physicist or Volleyball coach
What was your most recent challenge and how did you overcome It?
Hit a plateau in terms of motivation, but managed to overcome it by getting less on my plate, and focusing on meaning, eventually, it became better.
What’s your favourite thing to do outside of work?
Workout, play music (piano, guitar), play video games (fav ones are Skyrim, Horizon Forbidden West and Fallout)
How do you think the designer/developer relationship could improve?
The main thing is communication and chemistry, once those are there the relationship improves by itself.
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Industry News
25 April, 2023
The Changing Roles of Web Design and Development in the Age of AI
Summary
In the first few months of 2023, generative AI has burst on to the scene and begun to change our relationship with technology forever. Already, there’s plenty of evidence to suggest that people in a wide range of jobs will have to adapt quickly or risk being replaced. In this article, we explore the impact AI is having on the web design and development industry, as well as how businesses, and people, should approach working with this innovative technology.
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AI tools are nothing new. We’ve all been using them for years, from chatbots to predictive text to voice-controlled assistants like Siri and Alexa. But the recent mainstream adoption of AI tools such as Chat GPT, and the rapid advancement of the technology itself, has caused huge disruption across a number of industries.
Many assumed that people like marketers, software developers, and UX and UI designers would be some of the last ones at risk of having their jobs taken by AI, due to their need for creative skill and use of human emotion. Ironically, these roles have been some of the first to come “under threat” over the past few months.
AI’s speed and efficiency is already forcing us to ask questions about the future of the web design and development industry. With that in mind, one question in particular has dominated discussion online so far this year:
Are our jobs in danger of being taken by AI?
By now, you’re almost certainly aware that AI offers incredible value by accelerating workflows and augmenting skills. Some of the most beneficial use cases lie in:
AI can also devise entire business and marketing strategies, solve complex problems, and even create its own AI-powered applications from scratch. Perhaps most importantly, it can do all these tasks in a matter of seconds, when most of them would take a human several hours, days or even months.
The Latest News and Tools (at the Time of Writing)
Over the past few months, there are more and more AI-powered tools being released on an almost daily basis.
The number of AI tools that have been released recently is staggering, and the capabilities of some of them is truly mind-blowing. Just last month, in March 2023:
It’s both exciting and terrifying to think these highly intelligent tools are just the tip of the AI iceberg. When you consider how common it’s now become to use AI to develop even more advanced AI, it seems that the rate of evolution will only continue to increase exponentially from here.
How is AI Transforming Design and Development?
While these AI tools are extremely impressive, it’s not as straightforward as simply plugging them in and sitting back while they literally do your work for you. It’s possible we may get there one day, but right now we believe we’re a long way off.
These tools are highly sophisticated and intuitive, and their adoption is probably going to change the way we all work forever. However, this should be seen as technology that will augment and enhance people’s ability to do their jobs, or create new jobs entirely, rather than “steal” them away from us.
The current use cases for AI are mostly just ways for you to do your work, much faster and more effectively. This could either be done by automating processes to save time, or by supplementing your existing skill-set with new capabilities with the help of AI. For example, if you wanted to convert your code from one language into multiple languages, you would be able to do this with the help of Chat GPT.
When it comes to user experience (UX) design, one crucial thing AI will always be missing is human empathy, emotion, and understanding. A company looking to create a high-performance website that supports their strategic business goals and engages their target audience will fail if they don’t take into account human understanding and collaboration between them and their web development agency.
Outlining the What and the How is important, but the Why is arguably what drives great UX and UI.
“Design is not just a visual experience, it’s an emotional one. It should make people feel something.”
Nathan Shedroff, Author and Professor of Design Strategy
UX design is a nuanced, collaborative process, focusing on the specific requirements of the business and the specific needs of the target audience. You can save a lot of time using AI to produce a high volume of early conceptual designs or accelerate your copywriting process. But without the human element, none of these things will be authentic or anywhere near the required standard.
Potential Concerns and Risks with AI
Of course, we’ve not even mentioned the rising concerns and risks associated with AI yet. Just last month, over 1,000 technology leaders and influencers signed a petition to halt the development of generative AI until more governance can be introduced to ensure its safety.
There are still some serious grey areas regarding the use of this technology in business as well, from regulations and legal implications to the copyright of creative work like logos and images. These are providing opportunities for a wide range of new forms of cyber crime, phishing, and “deep-fake” imitations which could spiral out of control if left unchecked.
There are also plenty of moral issues surrounding AI that we must consider. For example, what implications will there be for our society if global businesses do begin replacing humans with AI on a large scale?
A key concern is that Generative AI is also having a significant impact on the environment, which is a conversation most people seem to be avoiding for the time being. With the global fight to reduce carbon emissions intensifying, and more businesses placing sustainability at the core of their values, there needs to be some action taken to balance those priorities with the efficiency and speed enabled by AI.
The SoBold Perspective
From our perspective, as a leading design and development agency, we believe that people will always want and need to work with other people. Personable relationships, real-life experience, and critical thinking are all essential parts of our work. In many cases, that’s also what many of our clients value most about our services.
Granted, we’re always looking for innovative new ways to push the boundaries, and AI is an incredible tool that will help us do that. But it won’t replace crucial human characteristics like empathy, emotion, and subjective opinions.
It will, however, help us spend less time on low-value tasks, and more time to focus on building stronger relationships and gaining a deeper understanding of our clients’ needs. That will only result in improving the work we deliver, which is something we’re always striving to achieve.
The Verdict on AI (for Now)
This year will probably be looked back on as a turning point in history when AI was introduced to the world. But this technology won’t replace too many jobs just yet. Instead, it will enhance our ability to work smarter, faster, and more efficiently.
For now, the only people at risk of losing their jobs to AI are those who fail – or refuse – to adapt to this new way of working and embrace the change. Similarly, if you’re using AI because you’re being lazy or complacent, that will also cause problems. You should never use work produced by a generative AI tool without checking its quality and accuracy, and you’ll always need to add a human touch before considering it finished.
On the other hand, if you’re forward-thinking and agile, embracing AI will make you exponentially better at your job. Here at SoBold, we’re personally most excited by how AI has the potential to help us vastly improve the service we deliver for our clients.
Of course, this technology is evolving so fast that it’s difficult to predict where we’ll stand a year from now. We’ll be discussing this, and lots of other important trends, in our new monthly newsletter.
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Digital Business
9 February, 2023
Usability Explained – How Better User Experience Can Help You Grow Your Business in 2023
Usability is crucial to the success of any website, but it’s something that most businesses are still struggling to get right. This article explores what’s required to design a website with good usability, highlights common mistakes you should aim to avoid, and provides advice to help you improve the usability of your own site.
Digital Business Success Depends on Good Usability
Almost every business today has a website. At this stage, it’s safe to assume your business falls into that category. In addition, you may have gone beyond an ordinary website and carried out a bespoke development project to create something entirely unique for your business.
In today’s digital business landscape, having a great website is a necessity. And while developing a business website is no easy task in itself, it’s a challenge you’ve almost certainly already worked through. However, a challenge that you may still struggle with – like many other businesses we’ve spoken to recently – is mastering the usability of your site.
Providing a user experience (UX) in line with the standards of today, that meets the demands and expectations of your target audience, is a complex problem that may be holding your business back from achieving certain goals.
Of course, a complex problem is best solved by breaking it down into simple steps. So, let’s start by looking at the issue of usability, and why it’s so important to businesses today.
What is Usability?
According to ISO-9241, usability is defined as “the extent to which a system, product, or service can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.”
In this case, the product in question will usually be a website. And, while user-centric design is an approach to creating a website that’s easy-to-use, usability is the measurement of how well that design has worked.
Essentially, usability is about making the experience of using your website as convenient, simple, and reliable as possible for all your visitors. This is equally important for all kinds of users, whether they’re prospects you’re hoping to convert to customers, or employees accessing an internal process or system.
In a real-life example, if your business had built an internal site for your employees to access corporate resources and training material, usability would be determined by how easy – or difficult – it is to perform basic tasks. This includes actions like logging in, navigating the site across various pages, consuming the site’s content, inputting information into the system, and resolving errors quickly and efficiently.
We each have experiences with usability hundreds of times every day, as we access websites and apps like LinkedIn, Amazon, Gmail, and so on. But there lies the key
Good usability on a website is something you don’t even notice. Bad usability on a website is something you notice, and will remember the next time you have the option of returning to that site or looking for a better experience elsewhere.
Usability can often be the difference between users adopting or rejecting technology. It could be the difference between your website’s visitors bouncing off the home page or converting to become customers.
Common Mistakes with User Experience (UX)
One of the most common, and damaging, mistakes businesses make is assuming they know how their users will think, behave, and interact with their website.
It’s always a risk to assume your users will respond well to decisions you make because you feel they’ll make things easier for you, from the development or management side of things. You should also try to avoid assuming users will understand certain things just because you do.
Often, the opposite is the case.
For example, certain structure and functionality of website menus may be something you assume your users are comfortable with, but are actually difficult for some people to use. You may assume that your users are happy using a website that has pages that infinitely scroll, when in reality that causes a negative experience for them.
A common mistake we see lots of businesses make is deciding what kind of design and functionality they want, without considering who the target audience is and what they need from their experience.
Remember your users are the ones who will determine the success or failure of your investment in this site, so their perspective is the one that should be taken when making important decisions during the design and development.
By making those assumptions, not only will you provide your users with a more inconvenient or frustrating experience, but you may also drive them to find alternative means of completing their task at hand. If that task is purchasing a product or service, poor usability could begin to have a negative impact on your business.
What Do Users Want in 2023?
People expect a seamless experience when using technology, meaning they want websites to be simple, quick, and convenient.
This involves a lot of components, not just in your design and navigation, but also by finding the right balance with things like passwords, pop-up messages, audio and visual content, push notifications, and more.
Typically, a positive user experience will come from:
Users become frustrated when things are presented to them outside of their control or choosing. For example, some of the most maligned features of websites include push notifications, chat window pop-ups, pop-ups requesting feedback, prompts to install apps, requests for access to their camera or microphone, security questions, and so on.
It’s also likely to create a negative experience by presenting things in a way that doesn’t align with the logic of most of your target audience. For instance, if a website has an unclear structure and navigation, many users will be more likely to leave the site rather than persist in trying to use it.
A Word on Accessibility
Usability is sometimes confused with accessibility. While they are related, they are actually different concepts. Accessibility refers to the practice of making technology accessible and easy-to-use for everyone, equally, with a significant focus on those with disabilities and other difficulties.
Web accessibility is covered under the Equality Act of 2010 in the UK. Many organisations now have a legal – as well as a moral – obligation to ensure their websites are accessible, by following a set of principles and standards known as the Web Content Accessibility Guidelines (WCAG). If you’re working with an agency, they should already have accessibility best practices included in their approach to design. Be sure to check this anytime you’re evaluating agency partners for a project.
While accessibility and usability are different, all websites should be designed and developed to be accessible to everyone. This will include some of the same conventions mentioned above, as well as ensuring you cater for people with impaired vision and hearing, cognitive difficulties, those that need to use assistive technology, and so on.
Keep an eye out for our upcoming article taking a deep dive into web accessibility.
Tips and Advice for Improved Usability
1 – Keep it Simple
When it comes to UX, the simpler the better. If something is complicated in its design or functionality, it will likely be complicated to use as well. Always try to keep things as simple as possible to give your site the best chance to achieve great usability.
2 – Get the Fundamentals Right
Similar to the issue of making assumptions about your target audience, it’s important to understand that certain aspects of usability are more objective than they are subjective.
Yes, some people may prefer to hover over a drop-down menu rather than click it, but there are some fundamental principles every website needs in order to provide a satisfying UX. Get these right, and your site’s usability will be in good shape:
3 – Learn from Experience
Draw on your own experience in your personal use of the web to put yourself in the shoes of your users. If you encounter a feature or process that gives you a bad UX online, make sure you don’t have similar features or processes within your own site.
4 – Test With Real Users
Test your site with real end-users who are part of your target audience. The best way to give your website great usability is by asking people to test it out, gather their feedback, and put those learnings into practice. This is known as usability testing, and is a phase of the design and development process that should be planned into your timeline at the beginning of any project.
5 – Know When to Ask for Help
To ensure your site is built with usability as a priority, you’ll require the support of a good agency partner. Work with a web development agency who can provide guidance from their experience delivering dozens, if not hundreds, of similar projects successfully in the past. A good agency should also help you with crucial processes like usability testing and user acceptance testing (UAT).
6 – Use the Right CMS
Your selection of content management system (CMS) or platform is another decision that can have a significant influence on the UX your visitors will be given.
Some CMSs have a reputation for being clunky, difficult to use, and slow. Others, such as WordPress, are specifically designed to make websites as easy-to-use as possible for visitors. For example, WordPress is built with plenty of functionality that promotes accessibility for those with difficulties using technology.
For more insight into this issue, we recently produced a series of articles comparing the pros and cons of the leading CMSs available today. You can read that here:
The Benefits and Opportunities of Better Usability
Working hard on your usability to create a great UX is something all businesses should be prioritising in 2023 and beyond.
As technology continues to become more convenient and pervasive, people’s tolerance for slow, unintuitive websites and frustrating functionality is rapidly shrinking.
If you do create a site that provides your users with what they’re looking for and meets their expectations, your business will begin to benefit from a number of outcomes:
2023 Trends and Future Predictions
While users’ preferences for speed and convenience haven’t really changed much over the years, their frustrations with poor UX and their demand for greater usability have increased.
With technology now present in so much of our daily lives, people’s pateince for bad experiences is getting smaller and smaller. When it comes to web design, the best way to manage this is to stick to what’s proven to work and give your users what they want.
The most important usability trend in 2023 may be to focus entirely on those fundamentals we mentioned earlier. Keeping things clear and simple is likely to be the most effective approach to UX design for the majority of businesses right now.
Always Ensure Your End-User is Your Priority
You’d be surprised how many websites fail because they don’t provide their users with a straightforward experience that aligns with their expectations. When you’re investing a significant amount of time, effort, and money into building a site for your business, you can’t afford to overlook the importance of usability.
Whether your target users are prospective customers, existing customers, or your internal workforce, tailoring the UX to that specific audience is absolutely crucial. If you do, not only will your users have a better experience, but your business will also benefit from advantages that will begin to drive increases in business growth.
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