User experience (UX) refers to how a visitor interacts with and feels about a website, platform, or digital product. Strong UX ensures that information is easy to find, navigation feels intuitive, and users can complete tasks without friction.
In B2B marketing, UX directly impacts conversion rates, lead quality, and the overall perception of a company’s professionalism. A confusing or slow experience can quickly derail interest, regardless of content quality. Optimising UX requires balancing design, usability, and performance with a deep understanding of user needs. Continuous testing, feedback, and iteration help maintain experiences that support trust and drive engagement.