UX/UI consulting for websites, from someone who also speaks SEO
When traffic exists but leads don’t, the problem has moved — it’s no longer about being found, it’s about what happens after the click. The difference here is that usability and rankings get looked at together, because they’re the same structure seen from two sides, and optimising them separately produces decisions that cancel each other out.
UX and SEO aren’t two different projects
They’re almost always handed to different people who never talk to each other. But they act on the same structure: separate them, and an improvement on one side risks becoming a regression on the other.
Where UX and SEO actually meet
- 01Content architecture serves both — how pages are grouped and linked decides both whether a person finds what they’re looking for and whether a search engine understands what the site is about and which pages matter most
- 02Heading hierarchy isn’t decoration — headings chosen by size instead of structure make a page harder to scan for a person and more ambiguous for a search engine to interpret
- 03Speed is UX that Google measures — Core Web Vitals aren’t an abstract metric: they measure how fast a page becomes usable and how stable it stays while loading, a ranking factor and an abandonment cause at once
- 04Mobile is the primary scenario for both — Google indexes the mobile version of the site, and that’s where most visits happen; a desktop-first layout hurts rankings and conversion at the same time
- 05Optimising separately produces contradictory decisions — the most common real case: text gets added for SEO and the page becomes unreadable, or a page gets simplified for UX and the content that made it findable disappears
The situations that bring people to this service
- 01Traffic exists but leads don’t — the most common case: people arrive, look, and leave
- 02Ecommerce checkout is losing carts — every extra step, every ambiguous field, every cost revealed at the last moment is a point where someone gives up
- 03A redesign launched and performance got worse — a redesign judged on looks rather than real user behaviour can hurt numbers that used to work
- 04Nobody can say why a page doesn’t convert — conflicting opinions inside the team, no criteria to decide
What I look at
- 01Analysis of the paths that generate value — not the whole site, just the pages and steps where a lead or a purchase gets decided
- 02Friction point identification — where the action stalls, what’s unclear, what asks for effort a user won’t give
- 03Mobile checked as the primary scenario, not as a desktop adaptation
- 04Recommendations ranked by impact against cost — what to change first, what can wait, what isn’t worth touching
- 05Cross-checked against SEO — every recommendation is verified so it doesn’t hurt rankings, and where possible improves them
Frequently asked questions
Does UX consulting include the visual redesign of the site?
The analysis and recommendations are the service — where the problems are and what to fix, in what order. If the site then needs rebuilding, that’s the work of web design, and the two are often requested together.
What’s the difference between UX consulting and an accessibility audit?
UX asks whether the site is effective — do people understand, decide, complete the action. Accessibility asks whether the site is usable by everyone, including people with disabilities, and it’s a regulatory topic too. They overlap partly but answer different questions.
Do I need a lot of traffic already for a UX review?
It helps, because it lets me read real behaviour instead of reasoning from principles alone. But even a low-traffic site shows clear problems — unnecessarily long forms, ambiguous paths, buried primary actions — that don’t need a statistical sample to spot.
Talk about your site
A free first audit to work out where to start, no commitment.