When it comes to websites, the conversation often starts with aesthetics.
“We want it more modern.”
“We’d like it cleaner.”
“It has to look good.”
“We’d like something with more impact.”
All fair enough. A site has to be polished, recognisable and true to the brand. But the point is that a website is not looked at like a painting. It is used.
A website isn’t just looked at: it’s used.
And when a site is used, two aspects that are often underestimated come into play: UX and UI.
Two acronyms that may sound technical, almost insider jargon, but which are actually about something very concrete: how a potential customer experiences their first contact with a company.
UI is what you see. UX is what you experience.
The User Interface is the interface: what the user sees, clicks, reads and moves through. Colours, buttons, spacing, menus, sections, images, visual hierarchy.
The User Experience is the overall experience: how easy it is to understand where you are, what the company does, why it should matter to you, what the next steps are and how easy it is to get in touch.
The first meeting with a customer often happens online.
Before a phone call, before a request for a quote, before a visit to the company, very often there is the website.
A potential customer arrives from Google, an advertising campaign, a social media post, a word-of-mouth recommendation or a link received by email. Within a few seconds they need to understand whether they are in the right place.
If the site is confusing, slow, messy or unclear, the problem is not just technical.
The problem is relational.
Because the user starts forming an idea of the company.
If they can’t find the information, they think the company is disorganised. If they don’t understand what is on offer, they think the company is unclear.
If they can’t reach anyone, they think the company is unavailable. If the site looks old or neglected, they think the service might be too.
Maybe that isn’t true. Maybe the company does excellent work, has experience, expertise, satisfied clients and a solid service. But online, it isn’t getting that across.
A good website doesn’t make the user "work".
It doesn’t force them to hunt for hidden information. It doesn’t send them round pages that all look the same. It doesn’t fill them with generic text. It doesn’t put unclear buttons in front of them. It doesn’t ask them to trust it without first explaining why.
It makes clear straight away who you are. It explains what you do without overcomplicating it. It shows who you work for. It makes the value of your offer clear. It leads the user towards a natural action: calling, writing, booking, buying, asking for information.
This is something companies often underestimate: UX isn’t only about “better navigation”. It is about building trust. And that is exactly where a better relationship begins.
Design is not just an aesthetic effect.
One of the most common mistakes is confusing design with visual effect.
A site can have animations, large images, unusual fonts, dramatic sections and refined colours. But if the user doesn’t understand what to do, the site isn’t working.
An effective interface needs a direction. It has to create hierarchy. It has to make clear what matters and what is secondary. It has to give the reading a rhythm. It has to bring the calls to action forward at the right moment.
That is why, when we design a site, the question shouldn’t only be: “Does it look good?”
It should also be:
Is it clear?”
“Is it useful?”
Is it credible?”
“Is it guiding the customer?”
“Is it reducing doubts?”
“Is it making contact easier?”
Customers don’t want to guess.
Many sites take too much for granted. They assume the user already knows the company. That they already know which service to choose. That they understand the technical language. That they will find the right page on their own. That they will scroll to the end. That they will fill in the form even if their doubts haven’t been answered yet.
A polished interface communicates care. A consistent visual structure communicates method. A well-organised page communicates reliability.
The first impression has to hook. The proposition has to be clear. The content has to add substance. The proof has to build trust. The calls to action have to make the next step easy.
Digital turns cold when it lacks direction.
When it is designed with care, it becomes a space for relationships.
The real question is not “what is the site like?”
The real question is: what experience is the customer having?
Do they understand who we are?
Are they finding what they are looking for?
Do they feel they can trust us?
Can they see our value?
Are they getting to the contact stage naturally?
Are they starting a positive relationship with the company?
UX and UI are there to answer these questions.
They are not only a matter of design. They are a matter of business, communication and customer relationships.
Because a website is not just the place where a company introduces itself.
It is often the first place where a customer decides whether to trust it.
LU3G insights
Sources
- Nielsen Norman Group – User Experience: User experience covers every aspect of the user’s interaction with a company, its services and its products.
- web.dev – Web Vitals: Web Vitals metrics provide measurable signals on the quality of the real experience on the web.
Giulia Grandi
Giulia Grandi works at LU3G as a graphic and UX/UI designer, handling website design and coordinating the team. Her work starts from listening to ideas and giving them shape, bringing together creative sensitivity, design order and attention to detail. She coordinates people, timelines and workflows so that every project becomes a shared, clear and well-structured process. Her approach turns insights, needs and visions into concrete, harmonious digital experiences that truly convey a brand’s identity.
Giulia Grandi
Giulia Grandi works at LU3G as a graphic and UX/UI designer, handling website design and coordinating the team. Her work starts from listening to ideas and giving them shape, bringing together creative sensitivity, design order and attention to detail. She coordinates people, timelines and workflows so that every project becomes a shared, clear and well-structured process. Her approach turns insights, needs and visions into concrete, harmonious digital experiences that truly convey a brand’s identity.