Your UX is your brand, too.

Everything you do impacts your Brand. And the UX of your website is arguably one of the highest levers you can yank on to positively or negatively affect your Brand. You can think of good UX as two things.

1. Understanding.
2. Agency.

If a user of your website has these, the UX is safe.

1. Understanding, means:
Understanding what you do, clearly.
Understanding where everything is.
Understanding what you stand for.
Understanding how to engage with you.

and 2. Having Agency to navigate. That means.
Being able to navigate quickly.
Being able to navigate without resistance.
Being able to make large leaps between areas.
Being able to make an effective decision on engaging with you.

Rate yourself on the above.