What Website Visitors Look For When Reaching Your Website

Getting prospective customers to your website is one thing. Ensuring that they’re impressed by what they see when they do land on your website is another.

In an age when competition for web visitors is more competitive than ever, it’s imperative that your website delivers everything that web users expect to see from a modern site. Websites that don’t tick those boxes will find it much more challenging to find success.

So, what do visitors look for in a website? Let’s take a look at a few key essentials.

Website Visitors Expect Excellent Design

Excellent website design is so fundamental that web users simply take it for granted, and will only pay attention when a site doesn’t have good design. 

The consequences of poor design can be far-reaching. Not only will the potential customer be likely to look elsewhere, but those who do stick around to make a purchase will be unlikely to tell their friends about it — some 57% of users won’t recommend a brand that has poor web design.

Great website design elevates your brand and improves the customer experience. It’s a no-brainer, basically. 

Smartphone Readiness

Your website might look great on a desktop computer, but if it doesn’t look quite as great on a mobile screen then you may be missing out on a boatload of potential customers. The percentage of web traffic that comes via mobile has been steadily increasing in recent years, and today accounts for some 61% of worldwide traffic. 

Taking a mobile-first approach to your website can ensure that it provides a flawless experience for users visiting your site via their smartphone.

Who You Are — And How You Can Help Them

Web users are regular people — and like all regular people, they value their time. They’re not going to spend any longer than necessary trying to figure out who you are, why you exist, and how you can help them. That information should be instantly understood within moments of landing on your website. 

Your value proposition should instantly communicate the purpose of your website, functioning as an encouraging nudge for your visitors to stick around and see what you have to offer in more detail. 

Easy Navigation

Web users want as smooth an experience as possible. On your website, that means making it easy for your visitors to get to where they want to go. In one study, some 94% of web users said that straightforward navigation was a key factor they looked for in a website.

Most websites that have poor navigation do so because they’re overly cluttered and don’t follow any discernible logic. Simplicity and consistency (as in, navigation is the same on all web pages/across all devices) are key for helping your visitors get to where they need to be. 

Fast Load Times

Web users don’t just want fast load times — your business does, too. One study from the eCommerce website Shopify found that fast sites enjoyed conversion rates 2.5-3 times higher than those of slow websites.

A slow-loading website unnecessarily tests the user’s patience, and in many cases, they’ll simply leave the site and visit a competitor’s website instead. In today’s fast-paced world, websites might have as little as three seconds before the majority of users hit the ‘X’ button.

Optimising your website to make it as speedy as possible across all devices can make a big difference to your customer’s experience — and ultimately, to your bottom line.   

Your Contact Information

Your website visitors will look for your contact information even if they don’t need to get in contact with you. Why? Because they want to know that they could contact you if they needed to.

And it’s even more important for customers who do need to reach out, since customers like when brands make getting in contact as straightforward as possible. On your website, it’s best to offer as many communication methods as you can, including your email address, phone number, physical address, and live chat feature. 

Useful Information 

Sharing useful information with your website visitors helps demonstrate your expertise, which gives them peace of mind that they’re in the right place. 

Providing technical information about your products/services, how-to guides, answering common customer queries, and offering expert aftercare advice not only benefits your visitors but can also help boost your brand, ensuring you become a trusted resource for your industry.

Web users like this content to come in a digestible, aesthetically pleasing package — think blog posts that are broken up into sections, short videos that address a common pain point, and infographics that clearly outline the information they need. 

Signs of Trust

Online scams are on the rise. More than ever, web users are vigilant when visiting a website, especially if they plan on making a purchase. 

Your website visitors will look for signs that you’re a trustworthy entity. Having a secure, encrypted website is a necessity, and you can also help build trust with your visitors by showing other signs of trustworthiness, such as providing social proof (customer reviews/testimonials) and having a comprehensive ‘About Us’ page that showcases you and your team.

How to Have a Website Your Visitors Love 

The standards that web users have for the websites they visit have never been higher. With people spending more time than ever online, they’re unwilling to settle for websites that don’t offer the level of experience that they’re looking for.

If it has been some time since you last updated your website, then now is a great opportunity to review your site and check if anything needs improving. After all, you may unintentionally be pushing potential customers away all because of something that is easily correctable.

If you’re looking for some help to improve your website, then don’t hesitate to get in touch with the team at SaneChoice. With more than two decades of experience, we’re proud to offer a wide range of services that can give you a modern website that works for both your customers and your brand. To get started, simply get in touch by clicking here.