When a visitor comes to your website, they’re usually in search of specific information. They’ve come because they want to read your content, make a purchase, or learn more about your company. If you know the things customers look for on your website the most, you can take measures to ensure you cover all these critical points.
If your bounce rates are skyrocketing and your conversion rates are dwindling, you’re likely not providing your visitors with what they came to get. There are 10 things customers look for on your website. We’ll outline each of them below.
10 Things Customers Look for on Your Website
Real contact information
Visitors that come to your website are looking for real contact information, not just a blank form on your Contact Us page. Provide real ways to contact the company – the address or P.O. Box, phone number – and if you really want to provide your customers with the best contact information, include a list of your staff or departments and their respective emails.
Your customers look for social proof on your website, and if it’s not there, you miss the opportunity to show them that your brand is trusted and well-known. Social proof can come in the form of a social network widget on your sidebar that shows how many people have liked your page. It can be a note that says “Join 525,000 others and subscribe.” There are many ways to show social proof, so make sure to include a few in your website.
An updated blog
Even if it’s not the number one reason they came to your website, visitors think something is off when you don’t have a regularly updated blog. In fact, having a rarely-updated blog can be more damaging than not having a blog at all. Some industries are less appropriate for blogging, and sometimes business owners don’t see the value in paying someone to write content for their website. But if you’re going to have a blog, you must ensure it’s updated at least once per month.
Detailed pricing information
Is there anything more frustrating than being genuinely interested in purchasing – or at least doing your pre-purchase research – and being unable to find any real pricing information? Some websites have pricing pages that turn out to be sales pages with no prices at all – “Contact us for rates/pricing information.” Don’t be this website. Be upfront about your rates unless you absolutely can’t be, and then, give out averages. Give your customers a starting point so they can begin to understand how much your product or service will cost them.
Frequently asked questions
Every customer has questions about your business and many of them are the same. While having a contact page with detailed information is a top priority, your FAQ page should be, too. Include a link to your FAQ on your contact page so users can potentially find answers to their question without having to wait for a response from you.
Here’s our own Frequently Asked Questions page.
Clear, unique images
Few things can drive a visitor away – or pull them in – as quickly as an image. Clear, relevant, unique images draw users in and make your brand look bigger and more trustworthy. Pixelated, ill-fitting, or bad stock photos on your website are like blinking neon lights that say, “We’re new at this whole website thing.” Carefully select the images you give real estate to on your website.
Newsletter signup form
Many people expect to see a newsletter signup form on a trustworthy website. If everything else a visitor has seen on your website seems to be on track and you’ve earned their interest, the next step may be signing up for your newsletter or mailing list. If there’s no way to sign up – or worse, no mailing list, period – you lose an important opportunity to connect with your leads.
How have other people used your product or service? What industry are they in? Did they like it? Would they recommend it to others? What have the long-term benefits been? Your customers wonder about these things before they make a purchase, so it serves you well to put positive testimonials on your website. Educated customers look for proof that your service is as good as you say it is, and when the proof comes from someone not being paid by your company, it rings truer.
Website security and validation
In this day and age, most of us look up into the left hand corner of the URL bar to note if the website we’re on is secure and EV HTTPS validated. It’s not enough to just have that HTTPS marking. You need to have EV HTTPS security so users can see the identity of the owner of the site – see the image on the right for an example of an EV HTTPS validated website.
Pictures of your team are important to place on your website. If you’re a web-based company, it serves to put faces to the business and helps visitors feel they know who you are. At the very least, you should include an Our Team page with information about each team member. If you’re solo, don’t worry! There’s no need to create a team page – simply create an About Us page and include some biographical information about yourself there instead.