InTents June/July 2021 - 40

business | tips and techniques
UX for event and
tent professionals
How to give your clients the best website experience.
by Carmen Bodziak
Y
Boost your business
User experience (UX) refers to the
overall experience someone has when
using a website or product. How easy is
your website to use? Is it enjoyable for
your client? Can they quickly request
a quote or get in contact with you?
Improving your website's UX is the
fi rst step to boosting online leads and
staying on top of your competition.
our website is one of the most
important parts of your event
business strategy. But if potential
clients ind your site dificult to navigate
or frustrating to use, you could lose out
on business. While there are a lot of
common website mistakes to avoid, this
article will focus on the key elements of
your website's UX.
What is UX and why is it important?
UX, or user experience, is the overall
experience a person has when using a
website or product. If a user experience
is good, it means people enjoy using the
website or product and most likely ind
it easy and intuitive. UX can be applied
to both physical and virtual items.
Have you ever felt frustrated when you
couldn't igure out how to open a box of
cookies or when you couldn't ind what
you were looking for on a company's
website? This is exactly why UX is
important to product design.
Your event business's website is likely
to be your potential customers' irst
impression of you. If it's not easy to use
or navigate, those potential customers
might wonder if the frustrating web
experience will translate into your
overall business approach. If they can't
easily igure out how to request a quote
or contact you, they'll quickly move
on to a competitor. Good UX is key to
bringing in more digital leads to your
tent rental business.
38 intents june-july 2021
The four principles of UX
To create a stellar user experience for
your customer, here are four helpful
fundamentals to follow:
1. Keep the client in mind. Use
language that makes sense to your
client. This pertains to the design of your
website, such as your logo and navigation
menu, and it even applies to how you
name your showcased products. For
example, some clients may not know
what " pipe and drape " is and might
instead be searching for " backdrops. "
You will also want to consider the layout
of your website. Most people expect a
logo in the top left corner of a website
and a main navigation menu near the top.
Potential clients will also expect to see an
image gallery of your past events, as well
as an easy way to contact you.
2. Consistency is key. Use the same
colors and layout throughout your
website to create a cohesive experience.
Be sure to keep the main navigation menu
in the same place on every page. This not
only makes the user experience seamless,
it also builds credibility in your brand.
3. Be clear. The goal of your website
is to turn prospective clients into paying
customers, so the language you use is
important. You don't want people to be
confused or unsure of the next action
to take. For any calls to action, labels or
menu items, make it clear what the user
can expect when clicking. The more
speciic, the better.
InTents June/July 2021

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