Joe Timothy

10th August 2020 by Joe Timothy

What Customers Want in a Website that Converts

Let’s face it websites can often look terrible, feel horrible and be a down right insult to your intelligence as a customer. Having a website that converts is a different beast altogther.

From missing information to hiding prices behind contact forms some sites seem to be built to actively annoy customers – “You want what you say? OK, but I am going to make it as hard as possible for you to find it.”

Having a website that converts is one hundred percent focused on what a customer wants. It is built with the idea that if someone comes on my site and has a question they can find an answer as easily as possible. 

It is fascinating how many businesses don’t embrace this concept yet. 

You know that info you have put behind a sign up form? Newsflash they can get that information on another website, a lot easier. 

To have a website that truly provides value to your business and more importantly a website that converts you must put the customer first. 

In order to do that there are some basics your site must do and look here, we have pulled them all together in a helpful list for you to follow. 

Fast Page Loading

Let’s face it we are very impatient these days. 

We know how it goes in these delightful busy brains of ours these days. 

“Wait! What? I have to wait 3 minutes for my coffee? Are you taking the…” 

Why and how we have come to adopt the attention span of two year old children is a debate for another time but the reality is it’s there and therefore you need to cater for it in your website design. 

Basically, your site needs to load a page in less than 3 seconds. The faster the better because once you are over that, 53% of users will drop off. 

That’s basically it, you need fast load times because if you dont you won’t have any customers there to even look at what is there on your site. It’s as simple as that. 

Mobile Ready

I don’t know about you but it does still astonish me when you go to a website on your phone and you can’t read anything because the damn thing has not been built for your smartphone to view. 

Considering the prevalence of smartphones across the world you’d think everyone had caught on but apparently not.

Now don’t go making the same mistake. If you want a website that converts any leads it has to be accessible on a mobile screen. 

The dominant way to access the internet is now through a mobile device with them accounting for 2 of every 3 minutes spent online, so just imagine the custom you are missing out on.

mobile ready sites are essential to website conversions

One of the easiest ways to make sure your site is mobile friendly is to ensure your site is built with a responsive design. This ensures your site perfectly fits whatever device your customers choose to use. 

A Way to Contact You

It’s not always fancy technical things that are the key to a website that converts. It’s the little things that make the difference. 

Having an easily accessible place for a customer to contact you is so essential. The easier it is for them the better. 

You could have your details on there, a form they can directly contact you on or simply a chat box they can jump on and just have a chat. 

Just because it is less of a technical aspect of your site don’t underestimate how important it is for a user to be able to jump on and engage with you. That is what you want them to do after all. 

Self Service Help

When a customer has a problem I think you’d naturally assume they may jump on and want to speak to someone for some help. Alas, that is not the case. They want to do it themselves.

Survey results show that 67% of customers prefer self service and 92% of customers say they would use an online knowledge base if it was tailored to their needs. 

Those are stats you cannot argue with. 

So this is simply telling you if you build it they will come. 

If your company often gets a lot of support or help queries, building a self help centre will be hugely popular with customers. 

They Want Answers! (This is the content bit)

One of the biggest turn offs for customers when on any website is if they have a question and there is no answer. 

All customers look for answers to questions. Whether that be a specific problem they are having or a direct question about your services. 

It is your job to understand your customer so well that you know what questions they have and then answer them. 

On your site you need great blogs, videos, podcasts, FAQs, white papers all geared at answering whatever question your customer has. 

content is always needed in order to convert customers
You need content, content, content to keep your visitors happy.

From I need help selling my product to how can I change my direct debit? You need to identify what you customer is looking for and provide the answer on your site. 

If you can crack this your site will do wondrous things for you because let’s face it your customers are only looking for solutions and answers. If you can provide them you’re laughing. 

Reassurance in Your Brand

To convert any customer in any setting they need to be able to trust you. This is true everywhere including on your website. 

I may have gotten to a point where I think perhaps I will get this product, it looks pretty nifty. Wait a minute, what do other people think?  

This can go a few ways:

“Oh, there are no reviews or testimonials on here, that’s a bit weird I am not sure. I will look somewhere else that has reviews”

“Awesome, these reviews are great, I am on board with this, let’s go!”

“Erm, I am not sure these reviews should be here, they are terrible.” (If this is your site maybe think of some new products!)

The power of testimonials and reviews can not be underestimated. 

This is what can convert many customers from a maybe to a definite yes. All they want is a little reassurance. 


Websites that convert need to be secure


I know a lot of you may here this part and think “I know it’s important but I find it all so boring.” 

I get that. It’s certainly not glamorous but it is essential that your customers feel safe on your site. 

A few ways to do this including making sure you get yourself an SSL certificate for your site, keep WordPress and your plugins updated and also have your site reguarly scanned. 

There is a lot to consider in order to keep your site safe but it is absolutely essential you keep on top of it in order to have a website that converts vistors into customers.

If you want to know more about the security of your site and how you can make sure it is kept up to date with the latest security measures just contact us here.


Now I could probably write a whole blog on this pet peeve of mine. 

The idea that in 2020 people still hide their pricing behind sign up or contact forms is quite frankly a joke. 

This is not at all in the interest of the customer. 

If you are so nervous about your pricing that you can’t put in on your website well, you may need to rethink your pricing. 

Having said that I do understand certain things may need a bespoke price, however that doesnt stop you from explaining how your pricing works. 

This gives a diligent customer, who is doing their research into what to buy, an indication of what things may cost. 

This type of deep dive into buying things is becoming more common with all the information at people’s fingertips right now. 

If you are still reluctant to put your pricing up, well that’s OK because no doubt your competitor will and they will benefit from that trust they build with that customer. 

Setting out your pricing for a customer to understand builds trust and this is the basis of all good customer service. 

So get yourself a pricing plugin sorted now and give the customer what they want. 

Sorry, that got a little ranty, I warned you it is a bit of a pet peeve. 

They Want to Know About You, No Really!  

We humans are a simple bunch, give us a good story with great characters and we are hooked. 

This is why ‘About Us’ pages are so prevalent on websites.

If we were cold unfeeling machines, we’d think, does this product do the job yes, buy it. 

But we are not. We like to work with people we like, we relate to and we can put a face to. 

Getting your story and characters right can have a powerful impact on a customer. They will feel a connection which will add to their sense of making the right choice. 

So don’t dismiss the “About Us” page as just another page everyone has. There is a powerful purpose behind it and you can take advantage of it to create that website that converts. 

There you go, a comprehensive list of the basics each customer expects from a website. 

They seek information, security, reassurance and connection. Build your site right and you can provide all of these. 

When put together successfully your website can not only be a powerful tool but your greatest sales person. 

Featured Image by John Schnobrich on Unsplash

Joe Timothy

Since 2010, Joe has been assisting businesses in working better and helping them achieve their goals. With his main focus on marketing, he loves sharing ideas about how you can make your website become your number one sales person, perform at its best and make your life easier.