In today’s digital-first retail environment, your website isn’t just a storefront – it’s your brand’s handshake, sales pitch and service desk all rolled into one. For home improvement brands, user experience (UX) is especially critical. Whether customers are browsing for inspiration, researching how-to content or comparing products for a big project, a seamless, intuitive site experience builds trust – and boosts conversions.
So, what separates a clunky site from one that converts? Here are key UX best practices that home improvement brands should embrace to keep customers engaged from the homepage to checkout.
1. Make Navigation Intuitive
When users land on your site, they should know exactly where to go. Clear category labels, sticky menus, search bars with predictive text, and breadcrumb trails help customers stay oriented and reduce frustration. Organize navigation by project type, category or even homeowner goals (e.g., “Outdoor Upgrades” or “Budget-Friendly DIYs”).
2. Prioritize Mobile-First Design
Mobile traffic now dominates, and your site needs to be built with that in mind. Responsive layouts, tap-friendly buttons and minimal pop-ups ensure users can explore, click and buy on the go. For home improvement brands, mobile-friendliness can also support in-store shoppers who compare products in real time.
3. Optimize Load Times
Slow websites lose users. Compress images, enable lazy loading (technique used to defer loading certain parts of a webpage, like images or videos, until they are needed rather than loading everything at once) and minimize code bloat (excess or unnecessary code that slows down site performance) to improve speed. Aim for load times under three seconds – anything longer risks losing impatient shoppers. This is especially important for category pages and product detail pages, two of the most visited areas on a home improvement site.
4. Use Visuals that Inspire and Inform
Home improvement is visual by nature. High-quality images, short videos and interactive elements (like 360-degree views or AR placement tools) help customers imagine products in their own homes. Don’t forget to include alt text for accessibility and SEO.
5. Simplify the Path to Purchase
From the product page to the cart, every step should feel easy and frictionless. Include clear CTAs, transparent shipping information, multiple payment options, and an easy way to modify or save a cart. Bonus: Show related products or frequently bought-together suggestions to increase the average order value (AOV), a key metric that tracks how much a customer spends on each transaction.
6. Empower with DIY Resources
Make your site a destination for both learning and buying. Project calculators, how-to guides, installation videos, and FAQs build confidence and reduce returns. When you educate, you don’t just sell – you build loyalty.
7. Build Trust and Credibility
Include customer testimonials, product reviews and ratings, warranty policies, and guarantees to reinforce credibility and lower perceived risk. When your website helps users feel confident and informed, it turns uncertainty into action.
8. Think Local
For brands with a retail footprint or distribution partnerships, integrating a store locator or “Where to Buy” tool is essential. This supports both online and offline buying journeys and helps customers take the next step faster.
9. Meet Accessibility Standards
Accessibility isn’t just good UX – it’s good business. Follow WCAG guidelines to ensure your site is usable by everyone. This includes clear contrast, readable fonts, keyboard navigability, screen reader compatibility and descriptive alt text for images.
10. Test, Iterate, Improve
Good UX is never “done.” Utilize heatmaps, A/B testing and user feedback to continuously refine your site. Watch where users drop off or stall and address pain points head-on.
UX matters more than ever. For home improvement brands, a great website experience means more than looking good – it means working hard. It helps customers find what they need, makes them feel confident about their purchase, and encourages them to come back again and again.
“Home improvement purchases are high-stakes decisions. Customers are investing significant money and time, often tackling projects they’ve never done before. When your website reduces anxiety and builds confidence through clear information, helpful tools and social proof, you’re not just improving UX – you’re removing the biggest barrier to purchase. The brands that get this right see dramatically lower cart abandonment rates.”
– Natalie Moffett, Digital Strategist at Porchlight
Peak home improvement season is coming. Is your website ready to handle the traffic surge and convert seasonal shoppers into year-round customers? Let’s make sure you’re ready. Contact us today.