UX and web design a website that is easy to use and easy to act on

You can have the most beautiful website on the internet, but if visitors do not understand what you offer, cannot find what they are looking for, or do not know what to do next, you lose them. That is precisely the problem UX is about.

UX (User Experience) is the overall experience a person has when they visit your website. It covers everything from whether the navigation is intuitive and clear, to whether the visual design builds trust, to whether the calls to action are placed where the eye naturally falls. Good UX is not something the visitor notices; it is what makes them stay on the page and contact you.

Karina Vester Schultz at Vester Marketing works with UX and web design as an integrated part of website builds and digital strategy. The result is a website that not only looks professional but actively guides the visitor towards the goal your business has, whether that is a phone call, an enquiry, or a purchase.


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What are UX and UI, and what is the difference?

Most people are familiar with UX when building a website, but what is UI, and what is the difference between the two concepts?

What is UX – User Experience?

UX is the overall experience a user has on a website or digital product. UX is about how a user experiences navigating the site: whether the structure is logical, whether the information is easy to find, whether the process from visit to action feels natural and frictionless. UX is not a visual concept; it is a functional and strategic one. A website with good UX is built with an understanding of who the user is, what they need, and what it takes for them to take the next step.

What is UI – User Interface?

UI is the concrete visual and interactive elements a user sees and interacts with on a website: buttons, menus, colours, typography, icons, and the layout of individual pages. UI is what makes UX visible. While UX is about what should happen, UI is about how it looks and feels. Good UI translates UX decisions into a visual expression that is clear, consistent, and trustworthy.

Why UX before UI?

The two concepts are inseparably linked, but UX always comes first. It is meaningless to design beautiful buttons if they are placed in the wrong position. It is wasteful to choose the perfect typeface if the page structure confuses the user. At Vester Marketing, the starting point is always UX: who is the user, what do they need, what is the next step, and from there it is translated into a UI design that supports those decisions.

What does Vester Marketing work with within UX and web design?

Karina Vester Schultz at Vester Marketing specializes in UX and web design as an integral part of website development and digital strategy. The result is a website that not only looks professional but also actively guides visitors toward your business’s goals, whether that’s a phone call, an inquiry, or a purchase.

User journey and information architecture

Information architecture is the way content and pages are organised on a website. Good information architecture ensures the user is never in doubt about where they are or where they should go next. It starts by mapping the user journey: who comes to the site, via which channel, with what need, and what needs to happen from when they land to when they contact you. That journey is the foundation for all UX work.

Navigation and page structure

Navigation is the most fundamental UX element. A menu that is too complex, overlapping categories, or important pages buried three clicks away, these are all UX problems that cost conversions. At Vester Marketing, the logic of the navigation is mapped before a single page is designed: which pages are most important to the user, what should be visible in the top menu, and what can sit deeper in the structure?

Responsive design for mobile, tablet and desktop

Responsive design means a website works correctly and looks professional on all screen sizes, from mobile to tablet to desktop. Today, more than half of all web traffic happens on mobile phones, and a website that is not mobile-optimised loses both visitors and rankings in search results. Responsive design is not an extra layer; it is a basic requirement.

Visual communication and brand identity

The visual expression on your website communicates something about your business before the user has read a single sentence. Colours, typography, image style and layout signal professionalism, credibility and personality. At Vester Marketing, the visual expression is treated as a strategic communication tool: what should the website signal to your target audience, and how is that translated into concrete design decisions?

Call-to-action and conversion optimisation

A call-to-action (CTA) is the element on a page that prompts the user to do something: call, write, order, or download. Good CTA design is about placement, wording, and visual weight, and it is one of the most direct ways to increase the number of enquiries from an existing website. Conversion optimisation is the systematic process of improving a website’s ability to turn visitors into leads or customers.

UX and AI visibility

Good UX has a direct effect on your digital visibility. Google uses behavioural signals – including time on page, bounce rate, and click depth as part of its ranking algorithm. A website with good UX keeps visitors longer and therefore sends positive signals to Google’s algorithm. At the same time, well-structured content with clear information architecture is the format AI engines such as Google AI Overview and ChatGPT most frequently extract answers from, because it is easy to understand and cite.

Who is UX and web design relevant for?

UX and web design is relevant for you if:

  • Your website has many visitors but few enquiries – a classic sign of UX problems
  • You receive feedback from customers that your website is difficult to navigate or confusing
  • You are building a new website and want to make sure it is built correctly from the start
  • Your visual expression does not reflect the professional level your business actually delivers
  • You operate in an industry where trust and credibility are decisive – and your website does not project that
  • You want one single supplier for UX, design, content and digital strategy

See it in practice at JA Tømrer & Snedkerfirma ApS

JA Tømrer & Snedkerfirma ApS is a concrete example of how UX and web design are integrated into a complete website delivery. The established carpentry and joinery firm with over 40 years of experience needed a website that communicated professional depth and credibility to professional clients, from the first second.

The UX decisions in that project covered: a clear site structure segmenting services into three target-audience-relevant categories (villa projects, commercial properties, schools and institutions), a navigation that guides the professional client directly to the relevant service area, visual communication that signals experience and solidity, and a references page structured to convert visitors who are researching contractors. All UX decisions were driven by one question: what does the professional client need to see and understand to get in touch?

→ Read the full reference from JA Tømrer & Snedkerfirma

→ Visit ja-aps.dk

Frequently asked questions about UX and web design

Web design is the broad term for the visual and technical design of a website. UX – user experience, is the discipline within web design that specifically focuses on the experience the user has: is the site intuitive, logical, and easy to act on? Good web design always includes UX, but not all web design takes the user as its starting point. At Vester Marketing, UX is always the starting point, with a design that follows user needs, not aesthetic preferences.

The most common signs of UX problems are: a high bounce rate (many visitors leaving the site quickly), a low conversion rate (many visitors but few enquiries), customer feedback that the site is confusing, or finding that important information is hard to locate. A UX review is a systematic examination of these signals.

No, but they are closely connected. Responsive design is a technical requirement: that the site works correctly on all screen sizes. UX is a strategic requirement: that the site is intuitive and action-oriented. A site can be responsive but have poor UX, and vice versa. Both are necessary.

Bounce rate is the proportion of visitors who leave your website after viewing only one page, without further interaction. A high bounce rate is often a signal that users are not finding what they are looking for, or that the site is difficult to navigate. It is one of the primary UX signals analysed in a review.

A call-to-action (CTA) is an element on a page that prompts the user to perform a specific action, typically a button or link with text such as ‘Contact us’, ‘Get a quote’, or ‘Book a conversation’. A good CTA is concrete, visible, and placed at the point in the user journey where the user is ready to act. CTA optimisation is one of the most effective ways to increase the number of enquiries from an existing websit

Both are possible. Many UX problems can be resolved with targeted adjustments to existing pages: navigation, CTA placement, text hierarchy, and image usage. Other problems require more fundamental restructuring. Contact me for a no-obligation review of your existing website. I will give you an honest assessment of what makes the most sense.

Why choose Vester Marketing for UX and web design?

UX and web design is not just a question of how your website looks. It is a question of what it does for your business – and that requires a combination of strategic understanding, insight into user needs and technical knowledge of what actually works digitally.

Karina Vester Schultz combines over 10 years of experience in digital marketing, SEO, and website builds with a deep understanding of what drives user behaviour online. That means UX decisions are never made in isolation; they are made with an eye for what also strengthens your visibility in search engines and AI-generated answers. A website that is easy to use is also easy to find.

I do not work with standard templates. Every UX project starts with your business, your target audience and your goals. You always own your website and all your data. And you never pay for services you do not need.

What you get:

  • A website with clear information architecture and intuitive navigation
  • Responsive design that works flawlessly on mobile, tablet and desktop
  • Visual communication that reflects your business’s professionalism and credibility
  • Call-to-action optimised for your specific target audience and business goals
  • UX decisions that support both user experience and digital visibility
  • An integrated process combining UX, content, images and technical foundation
  • Full ownership of the website, content, and data always

Vester Marketing · Karina Vester Schultz

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