User Interface
UI
UI covers the visual and interactive elements of a site: buttons, menus, forms, typography. It's the layer the user directly touches.
The user interface is the set of visual components a visitor interacts with: buttons, fields, icons, layout. It gives concrete shape to the user experience.
A consistent UI speeds up first contact. A recognizable button, a predictable menu, a clear hierarchy remove hesitation and build confidence before an action like a quote request or booking.