6 Things Your Potential Customers Want to See on Your Website

Published Jan 25, 2018. Updated Jun 14, 2019.

6 Things Your Potential Customers Want to See on Your Website

If you’re a frequent reader of our blog, you may have read our previous article about what Google wants to see on your website. But search engines are only one half of your online audience. A well-rounded website caters not just to Google, but also to the real, live human beings who do business with you.

User experience is a huge part of your website, and what Google wants to see isn’t always what people look for. Here are 6 things your potential customers want to see when they visit your website.

1. Helpful content

One of the biggest things your potential customers look for on your website is help solving a problem, and they’ll look to your blog and FAQ page for that help. People want to be sure that you and your business are on the up and up before forking over their hard-earned cash, so your content strategy plays a big role in whether or not they decide to buy from you.

Your blog should show that you understand where your website visitors are coming from and demonstrate your expertise in that field, so keep your content relevant to the problems that your customers face.

For example, if you’re a dentist, someone who visits your website may have a toothache and want to know what’s causing their discomfort. You can help by writing a blog titled, “Top 5 Causes of Toothaches and How to Relieve Them.”

If you’re a dog trainer, your visitors may be looking for tips on getting their dog to obey commands. For them, a “12-Step Guide to Obedience Training” could come in really handy.

Website design case study

You can also link to these topics on your FAQ page, which is another area your customers look for helpful content. In addition to questions about your business and services — like your process, project timelines, etc. — you can include topics that naturally lead people to want to buy your services.

Let’s use the dog trainer example again. Your FAQ page is a great place to explain the training methods you use and how long the training program lasts. But you can also address questions like, “What if my dog is aggressive toward other dogs?” or “My dog is hearing impaired. Will this program still help her?” You can give a brief answer to the question, then direct readers to your blog, where you’ve written a more in-depth post that tells them what they need to know.

Include this kind of helpful content as many places on your website as you can, because 47% of buyers consume anywhere from 3 to 5 pieces of content before deciding to make a purchase. The more you can help your website visitors at the very beginning of your relationship with them, the more likely they are to want to work with you long-term.

2. How you can solve their problem

As your website visitors read your content and start to trust your expertise, they’ll want to know exactly how you and your business can help them. Never at any point should your website visitors find themselves wondering what is exactly that you do.

Your home page should clearly state what your business does and how you do it. Even better if you place this information above the fold — i.e., high enough on your website that viewers don’t have to scroll to see it. Take a look at this example:

how you can solve their problem

This is a website that we built for RH2O Engineering, a water treatment company in Scottsdale, AZ (read the full case study here).

They start by saying they’re the experts in their field, so visitors know from the second the site loads that they’re dealing with professionals. Then they spell out the services they offer in a way that’s easy to understand.

There’s no jargon or buzzwords to confuse people who don’t know the water treatment industry as well as this company does — they simply explain how they help.

Another way to show visitors how you help is to outline your process in a tangible, easy-to-grasp way. We’ve done this on our own website to show visitors the journey from idea to beautiful website to long-term marketing strategy.

3. What sets you apart from the competition

So your visitors know now what you do and how you do it. That’s great … but what makes you and your company special? Why should they choose you over the competition?

That’s the next thing your potential customer wonders as they look at your website, and to shuffle them down the sales funnel, you’ll need to show them why you’re the right choice. You’ll need to connect with them on an emotional level.

Why did you start your business? Is it a family affair? Did you struggle to find the right fit before magically stumbling upon this idea?

Your story is what makes potential customers empathize with you and feel that connection needed to fully trust you with their money. Think of how you can best tell your story in a way that appeals to their humanity.

4. Third-party validation

Another thing visitors look for on your website is third-party validation — i.e., proof that people you’ve worked with in the past think you’re good at what you do. This usually appears in the form of written reviews, like on this website we built for human capital management consulting company Seequelle:

third party validation

Doesn’t that glowing review make you feel much more confident about hiring this company? That’s the goal of including these on your website, and statistics show that it’s an effective tactic. According to a study from BrightLocal,

If your business has won any awards from entities like the Better Business Bureau (BBB), local publications’ “best of” lists, or industry organizations, you should proudly display them on your site right along with your reviews. All of these contribute to that sense of trust you want your visitors to have, and ultimately, it will help nudge them along the path to becoming a customer.

Want to know more ways to build trust with your website visitors? Read our previous blog, “7 Tactics to Establish Trust and Grow a Loyal Audience Online.”

5. Pricing quotes

At this point, your visitors feel pretty confident in your ability to solve their problem in a way that will leave them satisfied. The next question on their minds is how much they’ll need to pay for it.

Including pricing on your website can be tricky, depending on your industry. Some services, like the dog training example above, can be a set price for everyone, while others, like the dentist we mentioned, need to go on a case-by-case basis.

If you can, it’s a good idea to include pricing on your website to give your visitors an idea whether it’s worth their time (and yours) to reach out. If you can’t include pricing, you should at least include a way for them to request a quote. We’ve included a custom contact form on our website for visitors who want to get a sense of how much their project would cost:

pricing quote

Along with your pricing or quote request form, you should include clear instructions on what to do next. If your website has e-commerce capabilities, the purchasing process should be easy to follow. If you include a quote request form, you should tell visitors what to expect once they submit their request (notice in the screenshot above, we tell readers that we’ll reach out to them afterward).

6. How to contact you

Have you ever wanted to contact a company for help and been unable to find a phone number or email anywhere? This situation is incredibly frustrating for your website visitors and it doesn’t make them feel any friendlier toward your brand. In fact, it could even deter them from doing business with you at all.

We always recommend including a contact form on your website at the very least. Even better is a customer support phone number and email. And if you have a physical office that customers or clients can visit, you should include the address, as well as a map and a photo of the outside of the building.

A good example is the contact page we built for Foot & Ankle Center in Perry, GA. They included a contact form first, then added images of all three of their locations below, complete with phone numbers and addresses for each:

how to contact you

Any patient who visits their website can easily find where they need to go for their appointments, and can contact the location that’s most convenient to them without a problem.

Show your website’s visitors what they want to see

Your website’s visitors want to be sure that you can help them before they decide to do business with you, and they’ll look for indicators of your expertise as they read. Does your website show them that you’re a good fit?

If not, we can help. Our team at will work with you to build a beautiful website that convinces and converts. Want to know more? Contact us to get started.

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