Why Businesses Should Care About Website Usability Just as Much as Designers

Taryn Toovey | May 2025

WEBSITE USABILITY • CUSTOMER EXPERIENCE (CX) • BUSINESS IMPACT

Ever landed on a website and instantly wanted to leave? Maybe the menu was confusing, the layout was cluttered, or nothing worked quite how you expected. 

That frustration? That’s a usability issue. 

And if it’s happening on your business’s site, it could be costing you more than you think. To understand why, we first need to get clear on what website usability actually means. 

What is website usability? (and what it’s not!)

Website usability is often misunderstood as simply “making things look nice.” But in reality, it goes far deeper than aesthetics. At its core, usability is about making your website easy to understand, easy to explore, and easy to use - for the people who actually visit it, not just the ones who built it!

According to Baymard Institute, usability is about presenting information that is well-organised, and therefore easy and clear to navigate. The structure might look different depending on the nature of your site and your business goals, but the end result should always be the same: a site that helps users get what they came for. 

Why it matters to business leaders (not just designers)

So why does it matter? 

It’s simple! When your website is easy to use, people stay longer. 

The longer they stay, the more likely they’ll engage. The more they engage, the more likely they are to take meaningful action, whether that’s making a purchase, filling in a contact form, or downloading a resource. 

In fact, research from VWO (2024) found that 79% of users abandon a website and look elsewhere if they can’t quickly find what they’re after. 

And it gets worse: 88% of users are less likely to return after a single bad experience, according to Crucible (2024). For any business, that’s a huge risk for conversion rate, trust and brand loyalty.

And that’s why usability deserves attention from business leaders. It's one of the most efficient ways to improve results without having to spend more on advertising or traffic. Rather than pouring budget into attracting visitors, why not make sure the ones already landing on your site can actually achieve what they came for?

Common usability pitfalls that businesses overlook 

Even the most beautifully designed website can fall short if it overlooks some of the basic (yet critical!) elements of usability. These issues often slip through the cracks, especially when the focus is purely on aesthetics rather than functionality.

Survicate highlights three particularly common (and damaging) pitfalls:

1) Technical issues like broken links and poor search functionality can quickly frustrate users and damage your site's credibility. Regular checks and small fixes,  like improving content tagging or using automated link tools, go a long way in keeping the experience smooth and user-friendly.

2) Messy layouts, mismatched fonts, and unclear navigation can quickly turn users off. Prioritising simplicity, consistency, and clear signposting helps create a smoother, more engaging experience. Take the below examples, for instance. Which website would you rather land on?

3) Users value websites that let them stay in control - whether that’s going back a step, cancelling an action, or saving progress. Offering options like confirmations and simple personalisation (see example below) creates a more flexible and user-friendly experience.

The business case for prioritising usability 

At its heart, website usability is about respect - for your customers’ time, their attention, and their intent. So it’s not just a technical feature or a design preference; it’s really all about business strategy. A usable website quietly does its job: guiding, supporting, and converting visitors without making them think too hard or work too hard.

For business leaders, that means fewer missed opportunities, less wasted spend on traffic that doesn’t convert, and a stronger reputation built on positive digital experiences. And nowadays, where your website might be your first (or only) interaction with a customer, there’s really no reason not to use usability to your advantage.