How can local businesses appeal to local consumers and influence them to use their websites? What factors draw visitors to local business websites and what features turn them away? These are just some of the questions asked in a comprehensive BrightLocal survey that explored the thoughts of male and female consumers in different age groups to assess what they expect, want, and don’t want from a local business website and also how consumers choose to contact a local business after visiting their website.
A Look into How Consumers Actually View Local Business Websites
It isn’t difficult to inspire trust and 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’re 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.||The most likely to give credibility to a local business with a ‘smart’ website.|
|Key information on a local business website||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||The most put off by slow, ugly, or non-mobile-friendly websites.||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 is a strong online presence of a local business. The upshot of the survey highlights the necessity for a local business owner to invest in a clear and smart website to enhance their credibility factor.
How can a local business 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 a win-win relationship with their consumers.
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!