Back to Basics: Impact of Usability in Website Design

New smartphones. New website widgets. New privacy policies. Sometimes we can get so caught up in what’s new in technology and in marketing that we forget the fundamentals that effectively put our inventory in front of potential buyers. Sometimes we have to go Back to the Basics!

Welcome to Part 3 of our commercial dealership Back to Basics blog series, produced through a partnership between Commercial Web Services, Commercial Truck Trader, and Equipment Trader. As leading providers of innovative solutions that connect buyers and sellers in the equipment and trucking industries, we’re committed to using this blog series to help dealers reach more customers.

If you want to learn more about best practices for inventory photos, check out Part 1 of our series. More interested in keeping your listings updated and accurate? Then check out Part 2 of our series! Today we’re talking about the importance of usability when it comes to website design.

What is Usability?

We found a great definition provided by the University of South Florida, which stated:

The usability of a website tells us how effectively, efficiently, and satisfactorily its visitors or users can see, or examine by other means, the website. That includes everything a user would typically experience when they visit the website including any navigation bars, menus, content, images, videos, hyperlinks, buttons, forms, games, etc.

In other words, a website should be simple to use and straightforward so the visitor has a seamless experience without confusion. So what are some key elements that contribute to the usability of a website being on par?


Neil Patel does a great job of breaking down the importance of simplicity. If you think about it, a simple and sleek website design is timeless. If you’re incorporating a lot of the latest trends, your website could quickly become outdated. Additionally, content is easier to scan when you have a simple design with trimmed down content. It’s no secret that our attention spans are shortening, so having a design that makes it easy for visitors to scan will create a better experience for the visitor. This also makes it more accessible for those with potential disabilities. As the internet community gets larger and larger, so does the pool of people with different needs. Every website should include features that make it accessible to as many people as possible.


This goes hand in hand with simplicity. The website and particularly the content needs to be clear. There shouldn’t be a ton of jargon talking around what your dealership offers, but rather should get straight to the point. Cater the content to your audience. Will they know all the technical terms you use on a daily basis, or will they need things reframed a bit? If there’s too much going on, whether it be with your content or specifically the website design, then it’ll be a distraction for your visitors, leaving them to have to dig deeper.


Come up with several paths that visitors could go through when visiting your website. Don’t make them guess how to navigate. Organize your website in a way that makes sense to your typical customer’s path to purchase. Utilize call to actions to push visitors to the pages you deem a priority and make sure your menu bar is set up in an easy to understand way. Approach it as if you’re leading the prospect through your sales process, but just in your virtual dealership instead of your physical one.


You’ve probably heard us talk a lot about this, but it’s imperative that you have a website that will adjust to any device that’s commonly used nowadays. With more and more people on the go that are using their mobile phones as a source for searching the internet, if you’re not accommodating them, you could be missing out on some serious sales. Don’t create more work for your potential customer to navigate around your website and find the information he or she needs.

Usability is a key component in ensuring your visitor stays on your website and helps determine his/her next steps. In fact, according to NN Group, “You have 10 seconds to leave an impression and tell them what they’ll get out of your website and company. After this time (and oftentimes before), they’ll leave.”

If you don’t feel like your website’s usability is meeting the desired standard, contact us at marketing@commercialwebservices.com!

About Commercial Web Services

Commercial Web Services (CWS) is a leading and innovative digital marketing provider catered exclusively to the equipment, material handling, agriculture, and truck industries. Its mission is to be the preeminent industry resource that helps commercial dealers and manufacturers establish and grow their businesses through strategic marketing efforts. By truly understanding a dealership’s challenges, CWS is able to deliver first-in-class marketing solutions to their everyday business troubles. Its solutions incorporate the marketing industry’s most sought after services, including website hosting and design, search engine services, social media management, inventory exposure and more. For more information about Commercial Web Services, please visit www.commercialwebservices.com.

About Commercial Truck Trader

Commercial Truck Trader is the industry leader serving sellers of light, medium, and heavy duty trucks and trailers. With over 1,000,000 monthly unique visitors to CommercialTruckTrader.com, our main purpose is to bring commercial vehicle buyers and sellers together. Additionally, Commercial Truck Trader is committed to providing innovative products to ensure that manufacturers and dealers generate connections, drive sales and maximize profits. For more information about Commercial Truck Trader, please visit www.CommercialTruckTrader.com.

About Equipment Trader

Equipment Trader is the industry leader serving sellers of construction, earthmoving, agricultural, lifting, forestry, mining, and industrial equipment and trailers. With over 800,000 monthly unique visitors to EquipmentTrader.com, our main purpose is to bring equipment buyers and sellers together. Additionally, Equipment Trader is committed to providing innovative products to ensure that manufacturers and dealers generate connections, drive sales, and maximize profits. For more information about Equipment Trader, please visit www.EquipmentTrader.com.


Kelsey Fritz
Kelsey is the Marketing Coordinator at Commercial Web Services where she monitors the latest marketing advancements to better educate dealers on marketing trends that can further their business goals.
Successful Selling: How Technology Can Influence Sales Pitches - Commercial Truck Trader / May 6, 2019

[…] down important information like unit specs and pricing details. You can also exhibit your website (review our tips for optimizing website usability HERE), which should demonstrate the quality effort you put into your business and how they can easily […]


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