What Customers Look for on Websites

You will find many articles that discuss exactly what should go on your business website. But what exactly are online consumers looking for? Taking a look into what they are looking for when they go on a business website and preparing for it will offer an overall better user experience for your potential customers increasing the likelihood they will choose to stay on your website, as opposed to quickly jumping to a competitor. Here are 8 things customers are looking for on business websites.

  1. How your business is unique It is important to answer the question “Who are you?” as interestingly and compellingly as possible. Including writing management bios that mention your expertise, experience and other unique attributes would set you apart from your competition. By having a unique selling proposition, the visitors to your site will understand what sets your business apart from your competitors.
  2. A clear sense of what your company offers Make it a priority on your website home page to provide general information about your products and/or services, with links to specifics on a Products or Services page. More often than not, consumers will not contact a company for the missing product information–they’ll just move on to a competitor.
  3. Contact information, including a phone number and physical location Sometimes companies are intentionally vague about their location, because they are an online business with no other address than a home address. However showing a physical location will comfort your customer that you are real and legitimate, even if no one ever visits your location. Also it is important to have a local phone number to that location, rather than an 800 number.
  4. Third-party validation Potential customers want to know who you’re doing business with and what they have to say about their experience with your company. Be sure to include customer testimonials, reviews, case studies, and any awards or recognition that your business has received. Highlighting your company’s attributes builds trust with your potential customers.
  5. Secure Socket Layer (SSL) Get SSL if you don’t have it. If you do, let customers know that and about any other safeguards you proactively take. SSL is an encryption system that helps protect the privacy of data exchanged between a customer and a website. If you have an e-commerce site that takes credit card information, customers want to know that their sensitive data is encrypted.
  6. Ease of use and navigation Keeping navigation simple and easy to find makes it easier for your potential customers to find information about your business. If they can’t find it, then they will never buy it. Make sure your page is clearly laid out and use your navigation to direct potential customers to the most important information.Inform customers how to make purchases, and direct them where to go to find answers to any of their questions. It’s also important to include a FAQ (frequently asked questions) page. This will pre-emptively answer your customers’ questions. Also include contact information so that customers can reach out in the event they have further questions or to make a deal.
  7. Clear calls to action Customers are more likely to click on a button. They want to be directed to what to do. Place buttons such as “click here” or “call me” This will tell your customer exactly what to do, and increase the likelihood that they will do the action that you recommend.
  8. Special offers and personalization Personalization is extremely important because with the vastness of the Internet it is something that can be easily lost. Simply by personalizing your offers, you create a connection with your potential customer. Also having special offers will entice potential customers to do the action that you are asking for.


While these 8 things are extremely important to include on your business website, they are not the only things you will want to include. Understanding what you potential customers are looking for makes it easier as a business owner to provide them the information that they are searching for. A well-informed customer is more likely to make a purchase from your business.


If you’re interesting in learning more about how including these 8 things on your business website will help your business grow, Call O 24 Solutions (619) 343-8120 to schedule your website analysis today!