Your website is the most common first impression customers have of your business, and you want it to be great. If, while navigating, the user experience (UX) is clunky, confusing, or outdated, you are likely losing potential leads to competitors. For local businesses, the stakes are even higher because customers want fast answers and easy ways to connect. That’s why focusing on UX isn’t just about design as much as it’s about conversion.

At Fasturtle, we help local businesses build websites that blend professional design with functionality to turn visitors into loyal customers. Today, we’ll go through the top 5 UX Elements we consider fundamental and pay close attention to when building our clients’ websites.

1. Click-to-Call Buttons

The rule of thumb is that the fewer “clicks” people have to go through when navigating a website or social media, the better.

Most local customers browse on mobile devices, and when they’re ready to call, they don’t want to (and probably won’t) copy and paste phone numbers, unless they’re set in stone that your business is the right for them. Adding click-to-call buttons ensures users can contact you instantly with one tap. According to Google’s Mobile Marketing Insights, 70% of mobile searchers use click-to-call directly from search results.

This incredibly simple feature will surprise with with how dramatically it reduces friction and increases conversion rates for service businesses, and you’ll likely get a lot more calls coming in no time.

2. Local Testimonials and Reviews

Trust is everything for local businesses. Highlighting testimonials and reviews directly on your website reassures prospects they’re making the right choice. Place reviews near service descriptions, or dedicate a page to customer stories.

Our web design services can include integrating live Google or Yelp reviews, so your credibility updates automatically. Reviews don’t just validate your services, as they also boost SEO visibility.

3. Clear Navigation and Local Business Service Pages

Nothing frustrates potential customers more than not finding what they need right away. Ensure your website has a clean menu, with services broken into clear categories. Each service should have its own page with:

• A straightforward description.

• Pricing or estimates, if available.

• A call-to-action to book or contact you.

It comes as no surprise that the Nielsen Norman Group report has emphasized that intuitive navigation is a top factor in keeping visitors on your site, so make sure this is top of mind when creating or updating it for your local business.

4. Local SEO Signals

Your website should be optimized for local search. Beyond keywords, add local signals like:

• An embedded Google Map of your location.

• Service area pages targeting nearby cities or neighborhoods.

• Consistent name, address, and phone number (NAP) across the site.

These elements help search engines (and customers) connect your business to the local area. Our SEO services ensure your website ranks for “near me” searches that drive leads.

5. Fast Load Speeds and Mobile Optimization

Your local business website can have the best design in the world but it won’t matter at all if your site loads slowly or looks broken on mobile. A study from Portent shows that conversion rates drop by an average of 4.42% with each additional second of load time.

For local businesses, where many visitors are on-the-go, optimizing speed and mobile responsiveness is critical to capturing leads. A fast, mobile-friendly site communicates professionalism and keeps prospects engaged.

Making UX a Priority for Local Business Growth

Improving user experience isn’t about aesthetics; it’s about making it easy for customers to trust you and take action. By adding these 5 essential elements, such as click-to-call buttons, showcasing reviews, improving navigation, emphasizing local SEO signals, and speeding up your site, you create a website that works as hard as you do.

If you’re ready to build a website that converts, contact Fasturtle today for a free discovery call to learn how we can help you implement these essential UX elements.