How can local businesses appeal to consumers and influence them to use their websites? What factors draw visitors to local business websites and what features do the opposite? These are just some of the questions asked in a comprehensive BrightLocal survey that explored the thoughts of both male and female consumers in different age groups. The survey assessed what they expect, want, and don’t want from local business websites and also how they choose to contact a local business after they visit their website.
A Look into How Consumers Actually View Local Business Websites
It isn’t difficult to inspire trust and help influence the buying decision of a consumer—as long as action is taken at the right time to create a successful customer experience, online and beyond.
Here are the key takeaways from the 800-respondent survey:
|Consumer attitudes towards local business websites||The most put off by a “bad” or “ugly” website.||More likely to contact a local business with a website.||Least likely to contact a local business just because they have a website, yet most likely to find a local business with a “smart” website credible.|
|Key information on a local business websites||Give the highest priority to opening hours.||Less interested in a “good-looking” website.||More interested in physical address and business details than opening hours.|
|Website factors that make consumers WANT to use a local business||Most influenced by details about a business and clear address/contact details.||Most influenced by business proximity and details about the business.||The top three influential factors include business proximity, details about a business, and clear address/contact details.|
|Common problems on local business websites||Most put off by a slow, “ugly” or non mobile friendly website.||Give higher priority than younger consumers for factors such as content and phone number.||The top four influential factors include content, phone number, prices, and proximity.|
|How consumers prefer to contact a local business||Prefer to call or send an email rather than visit a store.||Like younger consumers, mid-life consumers prefer calls and emails over store visits.||The most likely to call up on phone and also the most interested in visiting a store in person.|
A Smart Local Business Website is More Important than Ever
From younger and “mid-life” consumers to older consumers, one thing that really makes a difference for a local business is a strong online presence. The upshot of the survey highlights the necessity for local business owners to invest in clear and smart websites to enhance the credibility of their businesses. So what makes a website “smart”? They bring the intuition and fluidity of mobile apps to the internet, creating an optimized experience, and they are fundamentally story-driven.
How can local businesses delight their website visitors and convert them into customers? Local businesses that truly listen to their consumers and respond quickly to ever-changing needs will succeed in establishing trustworthiness and building win-win relationships.
A wake-up call for local businesses can’t get louder than this—transform your local business website now and keep consumers coming back for more!