When it comes to your local business website, understanding what your target audience wants can make all the difference. Here at GMB Fox, we recently analyzed insights from an annual survey featuring 800 consumers from various age groups and genders across the U.S. The findings reveal fascinating trends that can guide your digital marketing strategy, helping you meet consumer expectations and boost engagement.
Key Takeaways from Our Survey
Our survey uncovered essential attitudes and preferences among different demographics regarding local business websites. Here’s what we found:
Age Groups:
18-34 (44%)
35-54 (34%)
55+ (22%)
Gender Breakdown:
Female (56%)
Male (44%)
Consumer Attitudes Towards Local Business Websites
Age Matters
Younger Consumers (18-34): This group expects businesses to have sleek websites. If your site looks outdated or isn’t mobile-friendly, don’t be surprised if they click away. They are not just window-shopping; they’re ready to engage, provided your online presence meets their standards.
“Local business owners, younger consumers EXPECT you to have a website!”
Mid-life Consumers (35-54): While they appreciate a good website, they are more lenient than their younger counterparts. An ugly website won’t necessarily drive them away, but they still prefer a site that offers essential information clearly.
Older Consumers (55+): Surprisingly, this demographic is less concerned with aesthetics. They focus more on credibility and essential information rather than flashy designs. If your site offers what they need without a lot of frills, you’ll be in good shape.
Gender Dynamics
Female Consumers: Women are significantly more likely to engage with businesses that have a polished website. They see a business’s online presence as a mark of credibility.
“Female consumers are more insistent about a local business having a website than male consumers.”
Male Consumers: They appreciate good design too, but the emphasis is on functionality and speed. If your website is cluttered and slow, you’ll lose their interest quickly.
Key Information Desired on Local Business Websites
Across age groups, consumers are unified in what they want from your website:
Product/Service List
Price List
Opening Hours
Phone Number
Physical Address
Younger consumers (18-34) place a higher value on visual appeal and mobile optimization. In contrast, older consumers (55+) prioritize core information, so a fast-loading site that displays essential details prominently will resonate with them.
What Makes Consumers Want to Engage
Older Consumers (55+) are significantly influenced by details about your business. They want to know your proximity, contact details, and other critical information before they reach out.
Younger Consumers (18-34), on the other hand, are more attracted to visually appealing sites that clearly showcase their services and products. If your website looks good and functions well, they’re more likely to give you a call.
Common Problems on Local Business Websites
Let’s face it—your website might be holding you back if it’s not up to snuff. Common pitfalls that deter all consumers include:
Poor Quality Content: Typos and poorly written text are a no-go, especially for older consumers.
Missing Contact Information: If you don’t display a phone number or price list, you might as well be invisible.
“For consumers aged 55+, poor quality content is the number one off-putting feature.”
Conclusion
The insights gained from this survey highlight that tailoring your local business website to meet the expectations of different consumer groups can significantly impact engagement and conversion.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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